Amazon Dynamic eCommerce Ads

Overview

Amazon’s Dynamic eCommerce ads automatically optimize creatives to meet a campaign’s goal. The type of eCommerce ad served will be based on Amazon’s machine learning algorithm and a selected optimization goal such as click-through rate, purchase rate, or detail page view rate. The creative can include a custom designed image, or an image which is created automatically using the product image found on the Amazon detail page.

Amazon optimizes between various creative elements to drive the best performance for your eCommerce ad and the end customer. At times, Amazon may test variations of the eCommerce elements, copy, layout and design. The illustrations below show the standard formats, and are not an exact representation of what your ad may look like.

Dynamic eCommerce Ads, 300x250 onsite

Placements On-Amazon

Available in the following 300x250, 160x600 and 300x600 ad placements: Homepage Above the Fold (ATF), Homepage Below the Fold (BTF), Search Skyscraper, Read All Reviews (RAR), Detail Page, and Thank You Page. Available in the following 970x250 ad placements for product image only: Homepage Below the Fold (BTF), Detail Page Below the Fold (BTF).

Available in all 320x50, 414x125, and 300x250 placements on Amazon mobile web for smartphones. Available in all 320x50, 414x125, and 300x250 placements except the search page on the Amazon Mobile Shopping app for smartphones.

Placements Off-Amazon

Available in all Amazon Advertising Platform display ad placements for 300x250, 160x600, 300x600, and 728x90 sizes. Available for 970x250 (product image only).

Available for 320x50 and 300x250 sizes on mobile smartphones. 728x90 size is supported for mobile web on tablets.

Functionality

  • Ad units are HTML-based with a static image and cannot include animated GIFs, Flash animation, or video.
  • The main content area and product title are clickable; on click the customer is taken to the relevant product detail page.
  • The product shown in the image must correspond to the product on the detail page where the ad will link to.
  • Self service advertisers can include one Amazon Standard Item Number (ASIN) in a Dynamic eCommerce ad.
  • Managed service advertisers may include up to 5 ASINs in a Dynamic eCommerce ad.
  • Amazon Fresh, Pantry, Prime Now, Prime Exclusive Deals, and Best Deals products are not currently supported.
  • Lightning Deals and Deals of the Day are supported on the Shop Now variation when product image is shown, see below.
  • Subscribe & Save coupons are not currently supported.
  • For rules, restrictions, and click-through behavior on each eCommerce ad type available as part of a Dynamic eCommerce Ad, see below.

Custom Image and eCommerce Section

300x250 custom image and eCommerce section
  1. The custom image section is separate from the eCommerce section and cannot overlap. Designers may create an image which fades to white to give the creative a more integrated look.
  2. The eCommerce section contains dynamic information relating to the product such as coupons, star rating, and live pricing. It is created by Amazon based on the product being promoted. It has a white background and sits below, or to the right, of the custom image depending on ad size.

eCommerce Section

Product Variations

Dynamic eCommerce Ads support up to 5 variations:

  • Add to Cart / Pre-order Add to Cart
  • Coupon
  • Customer Review
  • Shop now
  • Static (internal users only)

Add to Cart

Add to Cart ad, 300x250
  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Add to Cart” button adds the product to the customer’s Cart.

Pre-order Add to Cart

Pre-order Add to Cart ad, 300x250
  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Pre-order” button adds the product to the customer’s Cart.

Coupon

Coupon ad, 300x250
  • If the customer is signed in: Clicking anywhere on the ad will clip the coupon and take the customer to the product detail page for that item.
  • If the customer is not signed in: Clicking anywhere on the ad will take them to the coupon landing page where the customer is instructed to sign in. After signing in, the coupon is clipped and the customer is taken to the product detail page for that item.
  • Coupons ads are not currently available for Italy and Spain.

Customer Review

Customer Review ad, 300x250
  • To be eligible, products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
  • Review text shown in the ad can be up to 116 characters max. (92 characters max for Vine reviews).
  • The review in the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the Read All Reviews section for that ASIN. For example, if the ad promotes a 25-inch TV, the review cannot be for a 52-inch TV, even if it’s from the same product family.
  • The review cannot compare the advertised product to a competing product or refer to brands other than those being advertised.
  • Other than reviews from the Amazon Vine™ Program (What’s this?), you may not use a review in which the customer discloses that he or she received the product for free or at a discount in exchange for writing the review. If an ad features an Amazon Vine review, the ad must include the Vine review icon.
  • You may not correct a review’s spelling or grammar and should avoid using a review with egregious errors.
  • You may not use a customer review with text written in all caps (aside from an individual word or product name).
  • To omit unwanted portions of a customer review, use ellipses (“…”) with no spaces before or after. However, please note:
    • You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
    • You may use a maximum of three ellipses to omit portions of the customer review text: one at the start of the review, one in the middle, and one at the end.
    • You may not use ellipses to change the original meaning of the review, for example, by hand picking positive portions of a review that’s negative overall.

Shop now

Shop now ad, 300x250
  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Shop now” button will take the customer to the relevant product detail page.

Shop now with Lightning Deal

Shop now with Lightning Deal
  • Available for Dynamic eCommerce ads featuring the product image.
  • If an ASIN qualifies for a Lightning Deal, an orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.
  • 60 minutes before the deal expires, deal pricing and badges will no longer be shown to ensure customers do not see expired deals in the ad.

Shop now with Deal of the Day

Shop now with Deal of the Day image
  • Available for Dynamic eCommerce ads featuring the product image.
  • If an ASIN qualifies for a Deal of the Day, an orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.
  • 60 minutes before the deal expires, deal pricing and badges will no longer be shown to ensure customers do not see expired deals in the ad.

Static Creative

Static ad, 300x250
  • For internal users, an advertiser can choose to include a standard static creative as part of the optimization.
  • The creative must feature the same product and link to the same product detail page as the eCommerce variations.

Static Creative (offsite)

  • When static creative runs offsite, the design needs to leave space for the Amazon logo and AdChoices logo.
  • The AdChoices Logo is added to the top left corner of the ad and the location cannot be modified.
  • The Amazon logo is automatically positioned with a white semi-transparent box behind it.
Static ad (offsite)

Static creative with light colored background

Static creative with dark colored background

Static creative with dark colored background

Desktop out of stock fallback

Desktop out of stock fallback ad, 300x250
  • If the promoted product becomes Out of Stock, the Add to Cart variation will not be served. The price and Prime logo will be hidden in the Shop now variation.
  • If a coupon becomes inactive or reaches its’ budget limit, the coupon creative is removed from the optimization.

Ad Unit Breakdown (offsite)

Mobile out of stock fallback ad, 320x50
eCommerce ad offsite, 300x250

When creative is not running on an Amazon website:

  • The AdChoices Logo is added to the top left corner of the ad and the location cannot be modified.
  • For customer review, the copy “Amazon.com customer reviews” is added.

International Variations

There are some regional differences in how information is displayed within the eCommerce section.

  • Europe and Japan include a “Details & delivery” link in the Add to Cart creative. This link goes to the product detail page.
  • Germany adds “includes tax” or “inkl. MwSt.” for creatives that include the price.
  • Germany includes the price per unit for qualifying products.
  • Europe and Japan do not include the expiration date for coupon creative.
Dynamic ads, international variations

Animation

Dynamic eCommerce ads include animation on some sizes and placements when a custom image is being used*. This includes 300x250, 414x125, and 320x50 on the Amazon mobile shopping app and mobile website for smartphones. In addition, this animation may occur on 320x50 ads running on third party sites or apps.

  1. If the ad is in the bottom portion of the phone screen, the product image from the product detail page is shown.

  2. When the user scrolls and the ad moves to the top portion of the phone screen, the product image animates out and is replaced by the custom image.

Mobile animation

*Amazon sometimes tests animation across different sizes, design elements, and ad formats, in order to drive optimal performance for Dynamic eCommerce Ads.

Custom Image (optional)

PSD Templates

Amazon Dynamic eCommerce ads automatically incorporate the product image from the Amazon detail page. However, it is also possible to create your own custom image which can include advertiser branded fonts, logos, colors, and imagery. This replaces the product image that is shown by default. When creating the custom images, designers must use these custom image PSD templates.

  • The PSD templates include green “safe zones” where key content such as logos and text must be placed. Content outside of the safe zones will be cropped off on some ad sizes.
  • Custom images are built at larger pixel dimensions than the final size that is rendered when the ad goes live. This allows the same assets to be shared across desktop, mobile, and high-pixel density desktop displays.
  • Amazon’s ad platform will crop and scale the custom image based on the desired ad size and device.
Dynamic eCommerce PSD templates with safe zones

Custom Image Guidelines

  • All text, including text within logos, must be clearly legible.
  • Total words in the custom image may not exceed 10 words (40 characters in JP). Disclaimer copy and text within the logo does not count toward the overall word/character limit.
  • No more than 2 type variations may be used, including font size, color, and style. The 2 type variations minimum does not include type within logos.
  • No more than 2 logos may be used. Legally required marks, like ESRB ratings, do not count towards this overall number.
  • Text within the custom image requires specific min/max font sizes, see below.
  • Disclaimer text must be written in sentence case.
  • Call to Action (CTA) buttons or text are not allowed in the custom image. eCommerce creatives contain their own CTA buttons when required (Add to Cart, Add to List).
  • The custom image should not duplicate information already shown in the eCommerce section.
  • It is strongly recommended to use sentence case for copy within the custom image.

Custom Image File Sizes and Formats

Ad Slot Dimensions Custom Image Dimensions Max. File Weight File Format Headline & Body Text Disclaimer Text
300x250 px (desktop and mobile) 900x480 px 100kb HTML, JPG, GIF, PNG 36-78 pts at 72 dpi 27-36 pts Arial regular (or equivalent font) at 72 dpi; no more than 2 lines
160x600 px & 300x600 px (desktop) 600x1020 px 100kb HTML, JPG, GIF, PNG 24-52 pts at 72 dpi 24 pts Arial regular (or equivalent font); no more than 4 lines
728x90 px (desktop) 1140x180 px 60 kb HTML, JPG, GIF, PNG 36-52 pts at 72 dpi 28 pts Arial regular (or equivalent font); no more than 1 line
320x50 px and 414x125 px (mobile) 570x375 px 60 kb HTML, JPG, GIF, PNG 42-78 pts 42-78 pts Arial regular (or equivalent font); no more than 2 lines

Example Creative

Dynamic eCommerce Ads (product image)

Product image example ads

300x250 Dynamic eCommerce Ads (custom image)

300x250 Dynamic eCommerce Ads (custom image)

160x600 Dynamic eCommerce Ads

160x600 Dynamic eCommerce Ads (custom image)

300x600 Dynamic eCommerce Ads

300x600 Dynamic eCommerce Ads (custom image)

728x90 Dynamic eCommerce Ads

728x90 Dynamic eCommerce Ads (custom image)

320x50 – Mobile Dynamic eCommerce Ads

320x50 Dynamic eCommerce Ads (custom image)

414x125 – Mobile Dynamic eCommerce Ads

414x125 Dynamic eCommerce Ads (custom image)

300x250 – Mobile Dynamic eCommerce Ads

300x250 – Mobile Dynamic eCommerce Ads (custom image)

Approved & Not Approved

Approved

Not Approved

Why?

Example image showcasing an approved ad
Example image showcasing an unapproved ad
  1. Total words in the custom image may not exceed 10 words. Disclaimer copy and text within the logo does not count toward the overall word/character limit.
  2. No more than two type variations may be used, including font size, color, and style.
  3. Disclaimer copy does not meet the minimum font sizes.

Approved

Not Approved

Why?

Example image showcasing an approved ad
Example image showcasing an unapproved ad
  1. Products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
  2. You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.

Approved

Not Approved

Why?

Example image showcasing an approved ad
Example image showcasing an unapproved ad
  1. The custom image should not duplicate information already shown in the eCommerce section.
  2. Call to Action (CTA) buttons or text are not allowed in the custom image. eCommerce creatives contain their own CTA buttons when required (Add to Cart, Add to List).
  3. No more than two logos may be used. Legally required marks, like ESRB ratings, do not count towards this overall number.
  4. Do not include a border. Borders are added automatically as part of the ad unit.

Approved

Not Approved

Why?

Example image showcasing an approved ad
Example image showcasing an unapproved ad
  1. The review in the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the Read All Reviews section for that ASIN.
  2. You may use a maximum of three ellipses to omit portions of the customer review text: one at the start of the review, one in the middle, and one at the end.

Approved

Not Approved

Why?

Example image showcasing an approved ad
Example image showcasing an unapproved ad
  1. You may not correct a review’s spelling or grammar and should avoid using a review with egregious errors.
  2. You may not use a customer review with text written in all caps (aside from an individual word or product name).
  3. The review cannot compare the advertised product to a competing product or refer to brands other than those being advertised.