Overview

Seller Central Ads

Seller Central is the Amazon-owned site that 3rd party merchants use to manage their business of selling on Amazon.

The Login Page Placement is a large and prominent ad unit, located in the middle of the page that sellers use to sign in to their account. This is a highly visible ad placement on a page with limited information, other than a login form. The placement dynamically increases in width as the size of the screen increases.

The Home Page Placement is located on the Seller Central home page in the center column above the fold. With its prime location in the middle of the Seller Central entry page, it is a high-profile placement seen by sellers entering through traditional means.

The Application Page Placement is in the right column above the fold. It is available on four different pages – for Manage Orders, Manage Inventory, Add a Product and Finance. This high profile placement is targeted to merchants as they manage inventory, orders, products, or payments and enables advertisers to keep their message in front of merchants through many of their selling activities on the site.

Amazon provides creative services for all of these ad units.

  1. Login Page (580x250)
  2. Home Page (400x200)
  3. Application Page (350x45)

Placements On-Amazon

Placements Off-Amazon

Not available.

Placement & Content Restrictions

  • Ad units are static and cannot include animated GIFs or Flash animation.
  • Advertiser’s logo and clear call to action must be included in creative execution. Only 1 call to action statement allowed per ad unit.
  • All advertising must be directly related to business offerings for sellers to grow and improve their business.
  • Advertising is available for the following verticals: (1) business financial services, (2) office supply, (3) telecom and energy services, (4) technology and business software, (5) shipping providers, and (6) business services.
  • While payment provider advertisements are allowed, credit card acquisition messaging on US placements is not (e.g. “apply now”, “sign up today”, etc.).
  • Advertisements must not be openly disparaging or competitive with Amazon Services.
  • All advertisements, and contents therein, are subject to approval by Amazon Services.

Branding, Colors & Typography

  • Creative content and messaging should be a highly relevant, targeted message that is beneficial for the small business owner.
  • The design must be visually balanced in tone and look with the Seller Central site – Clean, open and simple in tone.
  • No overly dark or bright backgrounds allowed. If a background image utilizes a photo, pattern or text, it should be simple, non-distracting, and understated.
  • Branding, colors, buttons and typography should be advertiser branded and not use any Amazon elements unless expressly approved.

Creative Elements

Seller Central Login Placement

  1. Ad Background: Ad unit is 580 pixels wide. The width dynamically increases and the ad content remains centered in the placement as the browser size expands.
  2. Border: A 1px border will be placed automatically by Amazon outside of the ad artwork. No border should be included in the ad background.
  3. Maximum Type Size & Length: Primary headline text should not exceed 24 points and should ideally be under 2 lines for English (under 3 lines for other languages), reinforcing a simple and direct call to action.
  4. Background Pixel Repeater: A 1w x 250h pixel repeater image is required to fill the space on the left and right when the ad unit expands past its standard width. The same image is used for both sides.
Seller Central Login Placement

Seller Central Home Page Placement

  1. Ad Background: Ad unit is 400 pixels wide. The width dynamically increases and the ad content remains centered in the placement as the browser size expands.
  2. Border: A 1px border will be placed automatically by Amazon outside of the ad artwork. No border should be included in the ad background.
  3. Maximum Type Size & Length: Primary headline text should not exceed 24 points and should ideally be under 2 lines, reinforcing a simple and direct call to action.
  4. Background Pixel Repeater: A 1w x 200h pixel repeater image is required to fill the space on the left and right when the ad unit expands past its standard width. The same image is used for both sides.
Seller Central Home Page Placement

Seller Central Application Page Placement

  1. Ad Background: Ad unit is 350 pixels wide.
  2. Border: A black 1px border is required and must be added as part of the ad background image.
  3. Maximum Type Size & Length: Primary headline text should not exceed 20 points and should ideally be under 2 lines, reinforcing a simple and direct call to action.
Seller Central Application Page Placement

Layout & Technical Specs

File Size

  • Seller Central Login Page: Ad unit should be no larger than 40k (includes main content image and background repeater)
  • Seller Central Home Page: Ad unit should be no larger than 40k (includes main content image and background repeater)
  • Seller Central Application Page: Ad unit should be no larger than 20k

File Format

  • Seller Central Login Page: Static JPG, GIF, or PNG (580w x 250h pixels)
  • Seller Central Home Page: Static JPG, GIF, or PNG (400w x 200h pixels)
  • Seller Central Application Page: Static JPG, GIF, or PNG (350w x 45h pixels)

Approved & Not Approved

Approved

Example image showcasing an approved ad

Not Approved

Example image showcasing an unapproved ad

Why?

  1. If a background image utilizes a pattern, text or photography it should be simple, non-distracting, and understated.
  2. Bright or heavy colors should always be used as accents vs. dominant elements. Messaging should always be appropriate for a business audience (e.g. business travel instead of vacation related).
  3. Call to action, visual elements and typography choices should be understated and relevant to the advertiser brand.
  4. Overtly cartoon elements are not allowed. When relevant to the advertiser brand, professional style illustrations are accepted.

Approved

Example image showcasing an approved ad

Not Approved

Example image showcasing an unapproved ad

Why?

  1. Bright or heavy colors should always be used as accents vs. dominant elements.
  2. Primary headline text should not exceed 24 points and should ideally be under 2 lines for English (3 for other languages), reinforcing a simple and direct call to action.
  3. If a background image utilizes a pattern, text or photography it should be simple, non-distracting, and understated.
  4. Background 1 pixel repeater image must be the same color on both left and right edges.

Approved

Example image showcasing an approved ad

Not Approved

Example image showcasing an unapproved ad

Why?

  1. No distracting, dark or bright background colors, patterns, or photography.
  2. Messaging should always be appropriate for a business audience (e.g. business travel instead of vacation related).
  3. Text should not be smaller than 8 points in size.