Amazon video ads

Product Overview

Amazon video ads supports panels, enabling advertisers to serve immersive ad creatives that showcase a portfolio of products, or enable a customer to dive deep on a specific product. Customers can learn more about a product or brand without having to be redirected to a different landing page.

Placements On-Amazon

Available in the following placements:

  • Home Page - Smartphones (Below the Fold) - 300x250
  • Detail Page - Smartphones - 414x125
  • Detail Page - Desktop - 970x250
  • Fire Tablet (beta)

Amazon video ads are required to follow existing creative policies for supported placements.

Placements Off-Amazon

Amazon video ads are not available in off-site placements.

Panels Behavior

Customers can click/tap on thumbnail images to cycle through panels on desktop 970x250, mobile 300x250, and Fire Tablet wake screen. For mobile 414x125, a customer can swipe left and right to view the different panels. The maximum number of panels for all creative sizes is three panels. Each panel can support a unique destination URL that can link-in or link-out.

  • On desktop and mobile, panels can be applied to an autoplay video ad and feature either video or images within panels 2 and 3.
  • On Fire Tablet, panels can be applied to an autoplay video ad and feature an image within panels 2 and 3.

Creative Guidelines

All Amazon video ads feature a standard ad background image and an in-banner video player. Clicking on the background image takes you to the ad’s click-through destination. Clicking on the video player will play the ad’s video clip with audio enabled.

Video Guidelines

The size and position of the video player in Amazon video ads is adjustable. Ad units must include the following assets:

Video asset requirements
Video dimensions 1920x1080px (16:9) recommended
Frame rate At least 15 FPS
Audio 128 kbps / 44khz
Recommended bit rate 2MBps
Preferred codec Video: H.264, MPEG-2, or MPEG-4; Audio: MP3 or AAC
File size less than 500 MB
Video duration Desktop & Mobile: up to 3 minutes (15 seconds or less highly recommended). Fire tablet: Up to 15 seconds
Letterboxing Videos should not have black bars on any side of the video content

The video file will be transcoded to optimize its size and appearance in Amazon’s ad placements.

Make sure your video does not include call-to-action elements that encourage clicking (e.g., a button shape that says “learn more”). Clicking on the video player will play or restart the video with sound enabled. Calls to action should be contained in the clickable background of Amazon video ads.

Poster image requirements
Aspect ratio Poster images should precisely match the aspect ratio of your video file, to prevent the video player from changing size when autoplay is finished.
Image size Less than 100 KB
Image filetype .JPG or .PNG

In addition to these requirements, we recommend:

  • Using a short video clip – we recommend that the core of the message be delivered in the first 5 seconds.
  • Making the video player as large as is reasonable, given the size of the ad placement.
  • Ensuring your ad can be understood, and is still engaging, without sound. For example, show products in use instead of a person describing the product. Use text headlines in your video to get the point across without narration.
  • Using a frame from the video as your poster image, for situations where the autoplay feature is not available.

Background Guidelines (desktop and mobile)

Follow established placement-based creative specs and policies for the production of background images. Amazon video ads use high-resolution images and require all text to be legible on supported devices.

Ad placement size Image dimensions Max. file weight File format Headline & body text Disclaimer text Image border
414 x 125 (mobile) 1242 x 375 px 100 kb JPG or PNG Minimum of 40 pts Minimum of 30 pts 2px
300 x 250 (mobile) 600 x 500 px 40 kb JPG or PNG 32–50 pts Minimum of 26 pts 2px
970 x 250 (desktop) 1940 x 500 px 200 kb JPG, GIF, or PNG 36–80 pts 24–30 pts 2px

Background Guidelines (Fire Tablet)

Follow established placement-based creative specs and policies for the production of background images. Fire Tablet creative require assets in both portrait and landscape orientation; refer to the Fire Tablet guidelines for more information.

Asset Image dimensions Max. file weight File format Headline & body text Disclaimer text
Background 1200 x 1920 px (portrait) or 1920 x 1200 px (landscape) 300 kb JPG 12 words, 20 words with supporting copy. Minimum 32pt 1 line. Minimum 27pt

Custom Thumbnails Guidelines (desktop and mobile)

Ad placement size Thumbnail dimensions Max. file weight File format
414 x 125 (mobile) 88 x 88 px @2x 20 kb JPG or PNG
300 x 250 (mobile) 88 x 88 px @2x 20 kb JPG or PNG
970 x 250 (desktop) 88 x 88 px @2x 20 kb JPG or PNG

Custom Thumbnails Guidelines (Fire Tablet)

Asset Thumbnail dimensions Max. file weight File format
Thumbnail 200 x 200 px 1000 kb JPG or PNG