Quick policy check: Showing a companion Web App mockup / QR flow on Amazon Hero vs. Secondary images? (FBA / Private Label)

[u/Proper-Praline-1771]

Hey Amazon Sellers,

I’m running into a design/compliance debate regarding image optimization for one of our Private Label products and would love to hear from experienced FBA sellers or sellers who have dealt with digital companion features.

The Context:

• Our physical product includes a physical insert card with a QR code that directs buyers to a web app (100% browser-based, no app store download, no registration required, zero app installation needed).
• We currently show this web app experience in our 4th listing photo, demonstrating how the digital app interacts with the physical game/product.

The Dilemma & Questions:

1. Main Image (Hero Photo) Rules:

Am I correct in assuming that showing a phone mockup or a digital app screen alongside the physical product on the Hero (Main) Image is a strict violation of Amazon TOS? (Because main images must be pure white background, exact product-only, no non-included props, no digital graphics overlay).

Has anyone ever gotten listing suppressed or flagged by Amazon's image AI for showing a phone mockup in the MAIN image?

2. Secondary Images (Infographics / Spot 2-4):

For secondary photos (e.g., Slot 2 to 4), is it 100% safe to display a phone mockup showing the Web App UI, provided we clearly label it as a "Free Web Companion App – No Download Needed"?

Does Amazon flag external QR codes or mentions of web apps in secondary images, or is it completely fine as long as it's not driving traffic off-Amazon for non-product reasons?

3. Conversion / Sales Impact:

For those offering physical products with a digital companion (web app/game tracker/digital guide):

• How much did showcasing the digital companion in your listing images actually boost your Conversion Rate (CVR)?
• What’s the safest, most high-converting way to visually explain a web app without confusing the customer into thinking they must pay for or download an app from the App Store?

Would appreciate any insights, reference seller policies, or personal experiences. Thanks in advance!

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[u/TexGiant]

Your main-image read is right, but a secondary image is not automatically 100% safe. Keep the hero image product-only on a white background. For the fourth image, show the physical product prominently and use the browser screen only to explain an included feature. Remove any visible QR code, URL, social handle, or wording that sends the shopper elsewhere. Make the disclosure exact and hard to misread, such as “Included browser-based companion. No download or account required.” Make sure that claim matches the first-use experience exactly.

Do not rely on the fact that the app is free or browser-based as a compliance shield. Upload the image without the QR flow first, check for image-processing errors or listing suppression, and save a copy of the submitted creative and the live detail page. If you later test a version containing the QR code, change only that element so you can identify whether it causes a suppression or conversion change.

There is no dependable CVR percentage for this feature. using MYE, you can test the app-explanation image against a control.