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Ratings

Ratings are submitted to Prime Video via title metadata delivery. All titles must be submitted with a rating that is granted by a sanctioned ratings body in the region that title will be published in. For example, a title being distributed in Great Britain must have a valid BBFC rating.

If a title hasn't been rated by an accepted rating body, a suggested rating (Amazon Maturity Rating) can be submitted. Suggested ratings can be All, 7+, 13+, 16+, or 18+. If ratings aren't delivered for a territory intended for publishing, titles will display as NR (Not Rated) on the storefront. This impacts discoverability by preventing these titles from appearing in browse hierarchies and merchandising carousels.

To provide a succinct customer experience and adhere to local guidelines for content descriptors, a maximum of four content descriptors in New Zealand (for the CVOD scheme) and a maximum of 10 content descriptors in all other regions can be submitted. If an officially rated title has more than 10 content descriptors, then submit the most impactful 10 content descriptors.

If ratings and Content Descriptors for Season and Series titles are included, they must be submitted via metadata xml files as below:

  • To submit rating and content descriptor for a Season, choose the highest episodic level rating and its corresponding content descriptors, among all the episodes present in the season.
  • To submit rating and content descriptors for a Series, choose the highest season level rating and its corresponding content descriptors, among all the seasons present in a series.

Full supported content descriptors are available as an Excel workbook.

Download icon Download Prime Video Ratings Excel workbook

The following territories require ratings descriptors:

AU (Australia) territory
BR (Brazil) territory
IN (India) territory
SG (Singapore) territory
NZ (New Zealand) territory
ZA (South Africa) territory

Descriptors should be placed in metadata xml files as follows:

Example 1


<md:Rating>
<md:Region>
<md:Country>BR</md:Country>
</md:Region>
<md:System>DJCTQ</md:System>
<md:Value>16</md:Value>
<md:Reason>CS</md:Reason>
<md:Reason>DL</md:Reason>
</md:Rating>


Example 2


<md:Rating>
<md:Region>
<md:Country>IN</md:Country>
</md:Region>
<md:System>DMEC</md:System>
<md:Value>UA-16+</md:Value>
<md:Reason>A</md:Reason>
<md:Reason>SU</md:Reason>
</md:Rating>


Example 3


<md:Rating>
<md:Region>
<md:Country>BR</md:Country>
</md:Region>
<md:System>AMAZON_MATURITY_RATING</md:System>
<md:Value>13+</md:Value>
</md:Rating>


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