Fire TV Landing Page Guidelines and Components

There are high standards for the content and functionality of Fire TV Landing Pages. This page describes the creative guidelines and available components for building them.

Creative Guidelines

Simplicity

Impactful campaigns use minimal text, striking imagery, and showcase only the most important content. Clear visual structure allows customers to quickly evaluate the offer and decide whether to engage.

Made for TV

In contrast to other web and mobile platforms, TV-based interfaces use larger text, stronger navigational hierarchy, and additional visual affordances to avoid confusion and create a more simple experience. Content is kept away from the edges of the screen, where it may be cropped on some displays, and arranged in a grid to allow easy access via the remote’s directional control pad.

Provide Customer Value

Amazon’s product detail pages are a trusted and effective source of shopping information for our customers. Fire TV Campaign Landing Pages for product-focused campaigns should offer a clear customer benefit or serve an educational purpose above and beyond the information listed on your product’s existing detail page. The same principle applies to other Fire TV Campaign Landing Pages for offers and services not provided by Amazon.

Components

Tile Groups

Customers may browse an array of content or products by navigating rightward through a row of selectable tiles.

Maintaining clearly defined edges on each tile helps the user to identify what content to focus on, understand what areas are selectable, and navigate through the experience.

  • Each tile must be 512px tall
  • Each tile must have the same width, which will affect how many are initially visible onscreen
  • Each tile must link to a destination
  • Tiles may be shown with optional tile accessory text, upon selection
  • Header: Each Tile Group should use a header image (1920 x 344px, transparent PNG, no maximum file size) to title the content. The image will animate upward from behind the group of tiles to align with the top of the screen when the page loads, encouraging interaction. Include a limited amount of call-to-action text, logos, or subtle imagery on top a transparent background.

Grid of tiles

Grids may contain 2 to 4 tiles. Tiles remain in the same locations when the customer scrolls right, keeping all content on-screen.

Grid of tiles

Use the following tile sizes to show the listed number of tiles onscreen:

  • Format: PNG
  • Maximum file size: no limit, assets will be re-encoded to WebP
Tiles Dimensions
2 920 x 512px
3 627 x 512px
4 475 x 512px

Carousel of tiles

Carousels may contain between 2 and 10 tiles. When the customer scrolls right, the selected tile aligns to the left margin of the page, allowing the customer to see additional content that may have previously been offscreen.

Up to 10 tiles may be included, in total. Based on the tile width, some may be shown offscreen until the customer scrolls to access them.

Grid of tiles

Use the following tile sizes to choose how many items are shown onscreen without scrolling:

  • Format: PNG
  • Maximum file size: no limit, assets will be re-encoded to WebP
# of tiles fully visible on-screen Dimensions
2 920 x 512px
3 627 x 512px
4 475 x 512px
5 380 x 512 px
6 319 x 512px

Buttons

Text is aligned left, inside the button area, to match the Fire TV system UI.

  • Each button must link to a destination
  • Button label text is limited to 26 characters
  • Buttons may be aligned to the left or right side of the screen

Examples: Single view with buttons aligned left & right, Video landing page

Button examples

The following attributes are modifiable:

  • Selected state background color (any)
  • Selected state text color (black/white)
  • Unselected state (light/dark)
  • Button row alignment (left/right)

Text

Several components offer the ability to render static text.

Tile Accessory

When using the Grid and Carousel templates, title and subtitle text may be shown below each tile, while the tile is selected.

Title and subtitle text

Text Block

When using the Video Landing Page template, several pre-defined styles of text may be stacked to build a text block.

The following styles are available:

Style Specifications
Headline 48px Ember Regular, #EBEBEB (TV-safe white)
Subhead 36px Ember Light, #EBEBEB (TV-safe white)
Body 36px Ember Light, #AAAAAA (medium gray)
  • Text of each style may flow to additional lines.
  • Avoid including more than 300 characters.

Text block

Background content

A background image is displayed behind the content of the page. This image will stay fixed, taking up the full screen area.

  • A single image must be provided
  • Text, such as legal disclaimers, may be embedded sparingly within the image.
  • Backgrounds must coexist well with the light or dark exit hint that is overlaid on the bottom right corner.
Image High quality submission
Dimensions 1920 x 1080px
Format PNG
File size no limit

Exit Hint

A hint will be included in the bottom, right corner of the screen, ensuring that customers have a clear route to exit the ad.

  • The exit hint has two variants, light or dark, which are available in the template PSD.
  • Backgrounds must be distinct when shown behind the hint.

Exit hint

Destinations

Up to two destination types may be used in a group of buttons or tiles. Tiles should be grouped so that when destination types vary, all tiles of each type are shown together (e.g. Apps then Video Playback, varied destination types are not interspersed) with similar visual treatments.

A customer must be able to easily identify tiles that lead to video playback, or repeat playback of a video, based on the visual treatment.

When a customer highlights and selects a content tile or button, several destinations are possible:

Amazon Video detail page

  • Customers can view the detail page for a title, then choose to watch or purchase. Direct playback of Amazon Video content is not currently supported.

Amazon Appstore detail page

  • Customers can see the detail page for an app, then choose to purchase and install. Direct installation of apps is not currently supported.

Amazon product detail page

  • Customers can purchase the product (via 1-Click or Checkout) or preorder, select twister options, add product to List, read product features, see more product images, and read customer reviews.

Video playback

  • Customers may view a short full-screen video and can use standard media playback buttons to navigate within it.
Video High quality submission
Codec MPEG, Apple ProRes, H.264
Resolution 1280x720px (720p) or higher, 1920x1080px (1080p) preferred
Bitrate 15mbps or higher
File format .mov, .mp4
Frame rate 30fps or lower
Maximum duration 10min
Audio High quality submission
Codec AAC
Sample rate 48,000HZ
Bitrate 192kbps or higher

Fullscreen image

  • A full-screen image is shown after navigation is triggered by a tile or button
  • Image content must respect the red “safe area guide”, found in the landing page template PSD
  • Body text must not be smaller than 26px.
  • The image content may not be “shouty.” All-caps copy and exclamation points should be avoided.
Image High quality submission
Dimensions 1920 x 1080px
Format PNG
File size no limit

Repeat interstitial video

  • This option is only available when an interstitial video is configured as a part of the page.

Additional Features

Interstitial Video

When added, a video is shown and concludes before the customer is taken to the landing page. Customers must be able to access the interstitial video again, directly from the landing page.

  • If an interstitial video is included, a button or tile — with the destination configured to “Repeat interstitial video” — must be included as well.
Video High quality submission
Codec MPEG, Apple ProRes, H.264
Resolution 1280x720px (720p) or higher, 1920x1080px (1080p) preferred
Bitrate 15mbps or higher
File format .mov, .mp4
Frame rate 30fps or lower
Maximum duration 10min
Audio High quality submission
Codec AAC
Sample rate 48,000HZ
Bitrate 192kbps or higher

Interactive Video Overlay

When video playback is launched from a button or tile, an overlay may be added and will appear 5 seconds after the start of content playback.

The customer can select the overlay, and be taken to the product details page, or hide the overlay.

If the user pauses the video, they will land on a slate with options to resume or rewatch the video, or view the detail page.