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.

Please include all available ratings and cast and crew information when providing or updating an MEC metadata file.

We currently do not support partial MEC updates for non-language-LOCALE-specific attributes like RatingSet. Please include all the ratings available when providing an MEC. Providing ratings for a single territory (or a subset of available ratings) will overwrite previously provided ratings in other territories.

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

To provide a succinct customer experience and adhere to local guidelines for content descriptors, you may submit a maximum of four content descriptors in New Zealand (for the CVOD scheme), and a maximum of 10 content descriptors in all other regions. If an officially rated title has more than 10 content descriptors, 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, in one of the following ways:

• 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.

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.

  For any Sports content in BR territory, including but not limited to live or recorded matches, match highlights, sports documentaries, and sports education related content, a maturity rating or content descriptor will not be displayed on the storefront. All content providers submitting Sports titles in BR territory may submit DJCTQ: EMPTY, OR submit AMR: NR rating values, but note that these options may generate an error or be unavailable. If you receive an error or the options are unavailable, submit a Brazilian Official Rating (DJCTQ rating), if available, OR assign a suitable Brazilian Provisional Rating (ADJCTQ rating) based on the evaluation of content. A maturity rating will not be displayed on the storefront irrespective of the rating value chosen.

• 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 according to either the Central Board of Film Certification (CBFC) or the Digital Media Ethics Code (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.
• SG (Singapore) territory: All content providers who have titles submitted in Singapore must submit an official Singaporean maturity rating and, if applicable, consumer advice. An official Singaporean maturity rating and consumer advice can be obtained from the Infocomm Media Development Authority (IMDA). Before applying for classification, check the IMDA Films Classification Database to see if the title already has an official rating and consumer advice.
• NZ (New Zealand) territory: All content providers who have titles submitted in New Zealand must submit an official New Zealand maturity rating and, if applicable, official content warning(s). An official New Zealand maturity rating and content warning(s) can be obtained from the New Zealand Film & Video Labelling Body. Before applying for classification, check the New Zealand Classification Database to see if the title already has an official rating and content warnings.
• US (United States) territory: All content providers whose content has MPA ratings and content descriptors (if applicable) are advised to submit them. MPA ratings and corresponding content descriptors can be obtained from Film Ratings. If partners choose to submit TVPG ratings, they can submit global content descriptors (if applicable). The list of MPA and global content descriptors can be found in the Prime Video Ratings Excel workbook.
• ZA (South Africa) territory: All content providers who have titles submitted in South Africa must submit an official South African maturity rating and, if applicable, official consumer advice. An official South African maturity rating and consumer advice can be obtained from the South African Film & Publication Board (FPB). Before applying for classification, check the FPB Classification Database to see if the title already has an official rating and consumer advice.

Descriptors should be placed in metadata XML files as shown:

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>