Amazon allows you to bid on high-search-volume keywords—even those that are considered forbidden in listings—because these terms can drive traffic, but they must comply with advertising policies. This means you can target terms like "FDA-approved" or "weight loss" in your campaign's backend keyword targeting, but you cannot use them in your product title, bullet points, or ad copy.
If you include these restricted keywords in your listing, your product may be suppressed or flagged for violating Amazon's content policies. On the ad side, if these keywords appear in your creative (like the headline or description), your ad could be disapproved or paused.
However, if they’re only used in backend targeting and not shown to customers, the ads may still run successfully. The safest strategy is to use high-traffic but restricted terms only in targeting—not in customer-facing content—to stay compliant while benefiting from relevant traffic.
