Use of any third party to serve content (including creative assets, pixels, and cookies) inside of an advertisement is restricted to certified technologies.
Requests for third parties that are not already certified must be submitted for approval to Amazon. The approval process may take as long as six months, depending on complexity and other factors.
See the “Amazon Pixeling Policy” section below for cookie and pixel restrictions. Failure to comply with any of these restrictions will result in the ad/campaign being rejected.
The following table is a comprehensive list of all currently certified technologies for ad serving, creative hosting, and similar services.
|Third Party Ad Server||Region||Platform||Additional Policies|
|North America*||Europe**||Japan||Desktop||Mobile Web||Mobile App (1x1)||Video|
|AdTech Helios IQ||X||X||X||X||X||X|
|Atlas (Facebook)||X||X||X||X||X||X||Expanded Rich Media limited to IMDb|
|Batch||X||X||X||X||Include ’‘&nodmp=1’’ in the tag; Amazon requires access to Amazon site reporting data; Send an email to Amazon at least 15 days before the campaign’s launch for approval|
|comScore (using ActionLift, AdEffx, BrandLift)||X||X||X||X||X||X|
|comScore (using vCE, Viewability, Brand Safety Monitoring)||X||X||X||X||X||X|
|DoubleClick||X||X||X||X||X||X||X||Expanded Rich Media limited to IMDb|
|Eulerian||X||X||X||X||X||X||Only certified to serve tags hosted on own domains|
|Flashtalking||X||X||X||X||X||X||Expanded Rich Media limited to IMDb; Only certified to serve tags hosted on own domains|
|Ghostery||X||X||X||X||X||Send an email to Amazon at least 15 days before the campaign’s launch for approval. Amazon provides an AdChoices icon, so conditional information is needed before approval|
|Integral Ad Science||X||X||X||X||X|
|Markit on Demand||X||X||X||X||X||X|
|Moat||X||X||X||X||X||X||Not certified to deliver ad-blocking technologies|
|Nielsen (Brand Effect Expanded View, Response Effect, Sales Effect, Watch Effect, Brand Effect TV Online, Home Effect, Catalina, AMP)||X||X||X||X||X||X|
|Nielsen DAR/OCR and XCR/TAR||X||X||X||X||X||Confirm a Facebook pixel is part of the ad call; Amazon requires access to Amazon site reporting data; Send an email to Amazon at least 15 days before the campaign’s launch for approval|
|PointRoll||X||X||X||X||X||X||Expanded Rich Media limited to IMDb|
|TruEffect||X||X||X||X||Only usable with geographic and demographic targeting|
|TRUSTe||X||X||X||X||X||Send an email to Amazon at least 15 days before the campaign’s launch for approval. Amazon provides an AdChoices icon, so conditional information is needed before approval|
|White Ops||X||X||X||X||US only|
* US and Canada
** UK, France, Germany, Italy, and Spain
Third Party Research Studies
Amazon supports independently commissioned research studies. However, Amazon places the utmost importance on creating great customer experiences, and enforces strict guidelines for third party research studies. Research studies are not permitted on Thank You Page, Homepage, or Gateway placements. Any request to use opt-in survey recruitment must be placed well in advance of a campaign agreement. Please contact your account team with questions or for more information.
The research vendors listed below are certified to run advertiser-paid research studies, pending Amazon’s review and approval of the customer experience of the execution:
|Third Party||North America*||Europe**||Japan|
|Ad Clear (Part of Webtrekk)||X||X||X|
|comScore (using ActionLift, AdEffx, BrandLift and vCE)||X|
|Convertro (Part of AOL)||X||X||X|
|DimeStore (Part of GfK)||X||X||X|
|Dynamic Logic (Part of Millward Brown)||X||X|
|Insight Express (Part of Millward Brown)||X||X||X|
|Nielsen (using Brand Effect Expanded View, Response Effect, Sales Effect, Watch Effect, Brand Effect TV Online, Home Effect, Catalina, AMP)||X||X||X|
|TNS (using SafeCount)||X|
*US and Canada
**UK, France, Germany, Italy, and Spain
Amazon approves the following MRC-accredited third party viewability vendors when measuring viewability rates:
|Vendor||Used for||North America*||Europe**||Japan|
|comScore vCE||Display, Video||X||X||X|
|Integral Ad Science||Display, Video||X||X||X|
*US and Canada
**UK, France, Germany, Italy, and Spain
Amazon.com Pixeling Guidelines
A data vendor or ad server must be certified to place pixels, use JS tags, or drop cookies on Amazon websites.A complete list of certified third-party technical vendors and their restrictions can be found above. Vendors not on the list are not certified to run advertiser-paid studies on Amazon websites.
Please send a sample of the pixel or tag to your account team at least two days before the flight date along with a point of contact that can be reached quickly. Fourth party measurement pixels or tags (ones not on the above approved list) are not permitted to run unannounced.
Spotlight tags, once used to track view-through conversions, have been made obsolete with the use of Amazon conversion reports, available for all link-in campaigns. We will still be allowing spotlight tags for link-out campaigns, but are no longer permitting them for link-in campaigns.
In your request, please specify:
1. The measurement vendor
2. The specific measurement product(s) for which this pixel or tag is intended
3. The pixel or tag type (1x1 or JS tag).
4. All placements within which the pixel or tag is intended run.
5. All websites on which the pixel or tag is intended to run (Amazon.com, IMDb, DPReview, other owned, and operated properties)
6. An example of the pixel or tag.
Amazon Pixeling Policy
Review the following sections to ensure that your advertising campaign meets Amazon’s third-party pixel policies:
Placements and Types
- All pixels and tags must be HTTPS compliant.
- No pixels or tags except for DoubleClick’s are permitted in secure pages such as Seller Central, Thank You Page, or BackToSchool BTF placements.
- Flash cookies are not permitted.
- Pixels and tags cannot add any measurable latency to the page itself.
- Pixels and tags must be edge cached.
- Pixels and tags are limited to triggering only one DNS lookup at most.
- Each pixel and tag request must be a direct request. No redirects are allowed.
- Pixels and tags must lazy load after the ad is complete.
- Pixels and tags must support https traffic at 3000+ transactions per second (TPS.)
- Cookies must expire within the agreed upon time frame in the legal agreement (varies by vendor, please reference the signed legal agreement.)
- No use of scripts or code that attempt to identify users or browsing history or collect Personally Identifiable Information (PII).
- No use of tracking mechanisms, such as cookies, for the purpose of re-targeting, segment categorization, or syndication related to Amazon inventory or users. (Please reference the signed legal agreement.)
- A complete list of qualified third-party technical vendors and their restrictions can be found above.
Amazon Services LLC (“Amazon”) has set forth the above advertising policies and specifications to help guide advertisers and their agencies in preparing advertisements for display on the Amazon websites. These policies and specifications apply to the advertising creative that appears on Amazon websites, any technology or software used to serve and display the advertisements, and the landing pages that appear when a user clicks on such advertisements (collectively, “Advertiser Content”). This document outlines our standard policies and specifications. Minor differences may exist in international locales (e.g., Amazon.co.uk, Amazon.de and Amazon.co.jp). Please check with your account team.
These policies are intended to help guide advertisers, but the advertiser is solely liable for the Advertiser Content, notwithstanding Amazon’s acceptance of an insertion order or display of such advertisements.
Amazon reserves the right to add, remove or modify this policy at any time by placing updated advertising policies on Amazon. Amazon reserves the right to reject or remove any advertisements at any time in its sole discretion.
Certified Third Party Ad Servers for AAP Video
Approving Pixels for Third Party Vendors
Third party pixels must be approved by Amazon to ensure they are secure and data is not being leaked in any way. To do this, each time a third party pixel is used in a creative, a request must be sent to our account team to approve it. The third party pixel must be provided by one of our pre-approved third party vendors.
Third Party Impression and Click Tracking Guide for Fire Tablet and Mobile Ads
Third party impression tracking is available for Amazon Mobile Shopping, both web and app. Amazon uses the same type of impression trackers for “link-in” creatives (e.g. those that link to another page on Amazon Mobile Shopping) and “link-out” (creatives linking outside/off Amazon Mobile Shopping). All impression tracking on Amazon Mobile Shopping is done by way of a 1x1 impression pixel.
|Mobile Web Link-Out||1x1 impression pixel||Provide your Amazon Trafficker with a 1x1 impression pixel|
|Mobile Web Link-In||1x1 impression pixel||Provide your Amazon Trafficker with a 1x1 impression pixel|
|Mobile App Link-Out||1x1 impression pixel||Provide your Amazon Trafficker with a 1x1 impression pixel|
|Mobile App Link-In||1x1 impression pixel||Provide your Amazon Trafficker with a 1x1 impression pixel|
|Fire Tablet||1x1 impression pixel||Provide your Amazon Trafficker with a 1x1 impression pixel|
Q: What is a 1x1 impression pixel?
A: A 1x1 impression pixel is a snippet of code provided in order to track impressions 3rd party.
Click tracking is available for Amazon Mobile Shopping web and app, link-in and link-out campaigns.
|Mobile Web Link-Out||Click tracker redirect URL||Provide your Amazon Trafficker with a click tracker redirect URL|
|Mobile Web Link-In||Click tracker redirect URL||Provide your Amazon Trafficker with a click tracker redirect URL|
|Mobile App Link-Out||Click tracker redirect URL||Provide your Amazon Trafficker with a click tracker redirect URL|
|Mobile App Link-In||Click tracker redirect URL that links to a blank 1x1 image||Provide your Amazon Trafficker with a click tracker redirect URL that links to a 1x1 blank image|
|Fire Tablet||Click tracker redirect URL or tracking ad URL||Provide your Amazon Trafficker with a click tracker redirect URL|
Amazon Mobile In-App Click Tracking – Link-In
The Amazon Mobile App templates allow Advertisers to track link in, in-app clicks by use of a click tracker redirect URL that links to a 1x1 blank image.
For Mobile Web and In-App placements, link to this gif: https://images-na.ssl-images-amazon.com/images/G/01/blank/1x1_b.gif
Q: What is a click tracker redirect URL that links to a 1x1 and why do we need it?
A: This type of click tracker loads a page with only a 1x1 gif. The Amazon ad trafficking team will use this tracker in conjunction with your specified landing page to track link-in, in-app clicks and direct the user to the intended landing page.
Certified Third Party Tracking for Fire Tablets and Mobile Ads
Impression and click tracking is supported for link out and link in campaigns.
Requests for third-parties that are not already qualified must be submitted for certification to Amazon at least 30 days in advance of the applicable campaign.
No pixels or tags beyond DoubleClick’s are permitted in secure Mobile pages such as the Thank You Page.
The following table is a comprehensive list of all currently certified third party ad tracking for mobile ads:
|Third Party||North America||Europe||Japan|
|Atlas (Legacy Tags)*||X||X||X|
* Requires “cachebuster” implementation.
** Certified on a per campaign basis (need to submit request per campaign at this time).
*** Atlas (Legacy Tags) are not supported for Fire Tablets.