Guidelines for Seller-Created Communications Regarding Amazon Smile SALE

Introduction

Regarding Announcements of Amazon Smile SALE by Sellers

On May 23, 2025, at 12:00 PM, Amazon.co.jp will announce the dates for Amazon Smile SALE. After Amazon.co.jp announces the dates, sellers will be able to mention and communicate about Amazon Smile SALE. We would appreciate it if you could actively promote Amazon Smile SALE while strictly adhering to the following guidelines.

General Guidelines

1. Information Dissemination

Sellers may mention and communicate about Amazon's sale events, both online and offline, provided they comply with laws and guidelines after the announcement of the Amazon Smile SALE dates (e.g., press releases, official SNS such as Facebook, X, etc.). It is also possible to create banners and link to the Amazon site. However, the following information is prohibited from being mentioned or communicated under any circumstances:

• Mentioning or communicating about Amazon's sale events prior to the announcement of the event dates.
• Mentioning or communicating about sale items prior to the announcement of the event dates.
• Mentioning or communicating about items listed in press releases introducing Amazon Smile SALE featured products distributed by Amazon, prior to Amazon's distribution. (However, you may mention or communicate after Amazon's distribution.)

2. Definitions of Materials Subject to Review and Reviewers

The definitions of materials subject to review and the reviewers when sellers mention or communicate are as follows:

• Press Releases: Refers to official documents primarily distributed by companies or organizations to the media, meaning those announced by the seller as the main party.
  Review by Amazon's sales representatives and Amazon PR is required.
• Social Media Posts: Refers to posts from official company SNS (Facebook, Instagram, X, etc.), meaning those announced by the seller as the main party.
  Review by Amazon's sales representatives is required.
• Banner Ads: Refers to advertisements displayed as images or videos on internet ad slots, meaning those distributed by the seller as the main party.
  Review by Amazon's sales representatives is required.
• Influencers: Refers to individuals or organizations that have influence in the market by disseminating trend information and PR on SNS (Instagram, X, YouTube, etc.), encouraging purchasing intent. This refers to cases where the seller, as the advertiser, creates and posts content recommending products or services.
  Review by Amazon's sales representatives is required.

Sellers without a designated contact person are prohibited from mentioning or communicating about Amazon or Amazon's sale events.

Please create data referring to the checklist at the end of the guidelines and be sure to request a review from your contact person.

Please note that reviews may take 3-5 days, so please contact your representative early if you are considering it.

Furthermore, sellers are responsible for any loss or damage resulting from the display of all information related to Amazon Smile SALE communicated by sellers, and Amazon shall not be held responsible for any such loss or damage.

3. Standard Amazon Branding Guidelines

Regarding standard Amazon branding guidelines, please confirm the following link and adhere to them.

Amazon Trademark Guidelines

4. Pricing Display Guidelines

Sellers are permitted to mention the sale price of sale items. However, please be sure to observe the following points:

• Please ensure that pricing and display comply with applicable laws and Amazon's policies.
• For example, if a seller intends to state a discount rate for the sale price using a reference price, they must accurately indicate what kind of price the reference price is and when it was set. Please refer to Amazon's policy on comparison prices for details.
• The comparison prices displayed on the Amazon.co.jp product detail pages on the day of the sale will be displayed in accordance with "Regarding Amazon's Display Prices."
• There may be cases where the product is not eligible for the sale without prior notice due to reasons such as violating the sale listing conditions.
• If there is a possibility of revising the sale price shortly before or if the sale price may fluctuate, sellers are prohibited from stating the specific sale price in their press releases (to prevent discrepancies between the price stated in the seller's press release and the actual sale price).
• Amazon is not responsible for any trouble arising from the disclosure of sale prices by sellers.

Checklist (To be confirmed at the time of creation)

• Are press releases from sellers being reviewed in advance by Amazon's sales representatives and the Amazon PR team, and are they scheduled after the announcement of the Amazon Smile SALE dates?
• Are social media posts, banner ads, and other mentions/communications from sellers being reviewed in advance by Amazon's sales representatives, and are they scheduled after the announcement of the Amazon Smile SALE dates?
• Does the name "Amazon Smile SALE" comply with the branding guidelines?
• Are you not using the Amazon Smile SALE logo?
• When referring to Amazon Smile SALE, are the dates correct?
• When sellers mention sale prices or discount rates, is the content compliant with applicable laws and Amazon's policies?
• Regarding influencer content conducted by sellers as advertisers, does the content not misleadingly suggest that the product/service quality or price is significantly superior or more advantageous than it actually is?
• Regarding influencer content conducted by sellers as advertisers, is it clearly indicated that the seller is involved in determining the content of the mention/communication (to avoid situations like stealth marketing where it is unclear that it is an advertisement)? For reference, please check the Japan Consumer Affairs Agency's Fair Labeling website (https://www.caa.go.jp/policies/policy/representation/fair_labeling/).
• Even if only the text "Amazon" or "Amazon.co.jp" is used, trademark credit must be included. Is the credit "Amazon and Amazon.co.jp are trademarks of Amazon.com, Inc. or its affiliates." included at the end of the press release, etc.?