Animated Wake Screens

Experience Overview

When a customer turns on their Fire device, they are presented with a full-screen, high-quality image with subtle animations and a call-to-action button. Tapping on the call-to-action button unlocks their device and opens an Amazon shopping page (products, movies, apps, etc.) or a full-screen interactive experience (Custom Landing Page, Click to full-screen video, or tablet-optimized external URL).

Creative Guidelines

Animations on the wake screen should be balanced, simple, respectful, and smart:

  • Any animation should be restrained, relying on subtlety and finesse.
  • Animations should be fluid and smooth, not abrupt or forceful. Cuts do not occur quickly or suddenly.
  • All animation complements the design and supports the message of the ad.

Learn more about Fire tablet Creative Standards here.

Creative Specifications

Wake screens on Fire tablet devices may be animated by providing video files in addition to the background images.

Asset Dimensions Max. File Weight Format Min. Font Size (US/EU) Min. Font Size (JP)
Backgrounds 1200x1920px (P) and 1920x1200px (L) 3500kb MOV or MP4 32pt 28pt
Buttons 1200x1920px (P) and 1920x1200px (L) 3500kb PNG-24 32pt 28pt
  • Assets must be created for both landscape and portrait orientations.
  • Button assets should be the size of the full screen (with a majority of the asset being transparent), not cropped to the dimensions of the visible button.
  • Unlock and CTA sliders are added during production and should not be included in the assets.

The background video should adhere to the specifications outlined below.

Video Asset
Format H.264/MP4
Max. file size 3.5MB
Frames per second 24fps
Max. video length 7 seconds
Audio None
  • Video files cannot contain audio
  • Animation cannot be delayed. It must start immediately within the first frames of the video
  • Ad headline, supporting copy, call-to-action, and product image (if applicable) must be visible in the first frame and throughout the entire video.
  • Ad text and advertiser logo cannot move, fade, rotate, or stretch. Other minor effects may be applied.

For additional requirements around wake screen and call-to-action assets, please refer to the Creative Standards page here.