Billboard Below The Fold (BTF)

Overview

Amazon page

The 970 x 250 Billboard is the largest IAB-sized ad format on Amazon and offers a premium advertising experience. The Gateway Billboard BTF is a prominent placement on the Amazon Gateway and provides advertisers the canvas to fully share their brand messaging with customers. The Detail Page Centre Billboard is located in the middle of the Detail Page where customers research Amazon products. Combined, these products give advertisers the space to achieve a wide range of objectives including brand awareness and direct response goals.

Placements on Amazon

  • Gateway Billboard BTF: Available on the Amazon Home Page, below the fold.
  • Detail Page Centre Billboard: Available on Amazon Detail Pages, near the middle of the page.
  • Tablet Shopping App Detail Page: Available on detail pages within the Amazon Shopping App for tablets, above the Customer Reviews section.

Placements off Amazon

Not available. For Amazon DSP Billboard specs, see here.

Product restrictions

  • Static image only. No animation or interactive elements are allowed.
  • The advertiser’s logo or name must be included within the creative.
  • The creative must be visually distinct from Amazon content, with either a contrasting/non-white background colour, or a clearly visible 2 px border around the ad.
  • Total words in the ad may not exceed 20 words (80 characters in JP). Disclaimer copy and text within the logo does not count toward the overall word/character limit.
  • No more than three text variations may be used, including font size, font style (bold, italic, underline formatting), and font colour. The three text variations maximum does not include text within logos.
  • No more than three logos may be used. Labeling required under Amazon’s Creative Acceptance Policies (e.g. ESRB ratings) do not count towards the three-logo maximum.
  • Headline and body text cannot be smaller than 36 pt or larger than 80 pt.
  • Disclaimer copy must be a minimum 24 pt and maximum 30 pt font size, Arial regular or equivalent size, and written in sentence case. Disclaimer copy must be no more than one line maximum.
  • Call to Action (CTA) buttons are not allowed. However, it is still required to include a call-to-action either as a text link CTA, or actionable copy (e.g. “See more deals from KitchenSmart”).
  • It is strongly recommended to use sentence case for copy within the ad. Avoid all-caps headlines which can appear “shouty”.
  • North America and Europe only: Vivid, highly saturated colours (sampled below) are not permitted as full-bleed ad background colours in our most prominent ad placements. This applies to 100% edge to edge single background colours, without gradients or patterns. In this placement, vivid colours can only be used as accent or highlight colours. Black and dark background colours are permitted.

Layout and technical specs

File size

200k max: 1940 x 500 px

File format

Static image in JPG, GIF or PNG format

On Amazon homepage

Amazon homepage

On Amazon detail pages

Example of Amazon detail page

Approved and not approved

Approved ✔
Not approved ✘
Why?
  • The creative must be visually distinct from Amazon content, with either a contrasting/non-white background colour, or a clearly visible 2 px border around the ad.
  • Total words in the ad may not exceed 20 words (80 characters in JP).
  • No more than three type variations may be used, including font size, colour and style.
  • Headline and body text cannot be smaller than 36 pt.
Approved ✔
Not approved ✘
Why?
  1. Headline and body text cannot be larger than 80 pt. Avoid all-caps headlines which can appear “shouty”.
  2. Call to Action (CTA) buttons are not allowed. However, text link CTAs are permitted.
  3. No more than three logos may be used.
Approved ✔
Not approved ✘
Why?
  • The advertiser’s logo or name must be included within the creative.
  • Disclaimer copy must be a minimum 24 pt and maximum 30 pt font size, Arial regular or equivalent size, and written in sentence case. Disclaimer copy must be no more than one line maximum.

Locales

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

Related policies

Amazon Ads guidelines and acceptance policies

Amazon brand usage guidelines

Lead times

Serving

Site-served and third-party (iframe only)

Asset checklist

  • Pre-existing standard ad units for reference
  • High-res layered .PSD files (product shots and/or lifestyle imagery)
  • Logos (vector format, .ai or .eps)
  • Any backgrounds or key art
  • Fonts (.otf or .ttf)
  • Advertising copy
  • Brand guidelines
  • Clickthrough URL or Hero ASIN

Photoshop templates

Download templates (.zip)