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 Prime Video Ratings Excel workbook
The following territories require ratings descriptors:
AU (Australia) territory
All content providers who have titles submitted in Australia must submit an official Australian maturity rating and, if applicable, official content advisories. An official Australian maturity rating and content advisories can be obtained from
Australian Classification. Before applying for classification, check the
Australian Classification Database to see if the title already has an official rating and content advisories.
BR (Brazil) territory
All content providers who have titles submitted in Brazil must submit an official Brazilian rating and the assigned content descriptors if the title has been officially rated. Check the Brazilian Classification Database to see if the title already has an official rating and content warnings. Official ratings and content descriptors can be obtained from the Brazilian Ministry of Justice. A maximum of three content descriptors can be submitted.
If the title hasn't been officially rated, provide a Brazilian Provisional Rating (ADJCTQ rating). Content descriptors are optional for ADJCTQ.
IN (India) territory
All content providers who have titles submitted to the IN territory must supply a ratings descriptor and applicable ratings value in MEC as outlined in the Prime Video Ratings Excel workbook. This applies to both currently availed titles and new deliveries. If the MEC ratings descriptor or ratings value is missing for IN, submissions will be blocked until the proper values are added. If a title is rated U (either for CBFC or DMEC), then the content partner must provide U as the content descriptor. If a title is rated U/A 7+ (for DMEC), then the content partner must provide UA-7+ as the content descriptor.
Content partners can submit either the CBFC or DMEC rating schema, but not both. Content partners must submit a CBFC value only if the title is a movie (not a TV show) and only if the movie has been reviewed and certified by the CBFC. Otherwise, submit a self-rated DMEC rating scheme value.
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>