To ensure your website is eligible for Amazon Ads demand, you must provide access to AmazonAdBot. This bot analyzes website content for contextual targeting and brand safety, which is essential for serving high-quality Amazon demand on your pages.
Starting April 1, 2026, websites that do not have AmazonAdBot enabled will no longer be eligible to receive demand from Amazon Ads. Please follow the steps below to verify and grant access.
Why is this necessary?
AmazonAdBot helps Amazon Ads understand the context of your pages and ensures they meet brand safety standards. If the bot is blocked—whether via your robots.txt file or a bot-blocking provider—Amazon cannot verify the inventory, resulting in a loss of demand.
How to enable AmazonAdBot
1. Update your robots.txt
The first step is to ensure your robots.txt file is not explicitly blocking the bot. Please make the following adjustments:
Remove Disallow directives: Delete any lines that restrict
User-agent: AmazonAdBotfrom pages where you display ads.Remove Crawl-Delay directives: Delete any crawl-delay limits for
User-agent: AmazonAdBotto allow for efficient indexing.Add Allow directive: Explicitly allow the bot by adding the following to your file:
JavaScriptUser-agent: AmazonAdBot
Allow: /
2. Configure access with bot-blocking providers
If you use security services or bot-management tools (such as Cloudflare, Akamai, AWS WAF, or Captcha), you must allowlist AmazonAdBot to prevent it from being flagged as malicious traffic.
User-Agent to allow:
Mozilla/5.0 (compatible; AmazonAdBot/1.0; +https://adbot.amazon.com)Verification: To ensure the request is legitimate, allowlist requests coming from IP addresses where the reverse DNS resolves to
amazonadbot.comsubdomains.
Frequently Asked Questions
What happens if I miss the April 1 deadline? Your site will lose eligibility for Amazon Ads demand, which may lead to a decrease in fill rates and overall ad revenue until the bot is granted access.
How do I know which domains are blocking the bot? If you have received a notification regarding specific domains, please check your robots.txt or security logs for "access denied" or "rate limit" errors associated with the AmazonAdBot User-Agent.
Where can I find more technical details? You can find full documentation directly from Amazon at adbot.amazon.com.
Need assistance? If you are unsure how to implement these changes within your specific hosting environment, please reach out to our support team by creating a ticket.