Click to full-screen video

Click to full-screen video is a destination type that enables advertisers to brand a video playback experience on the Fire tablet. Tapping on the call-to-action button opens a full screen video that begins playing automatically. In addition to standard media controls, the video can contain either one or two call-to-action buttons at the top left corner of the screen; these buttons are optional and only visible when the media controls are active. The video ends on a branded ‘end slate.’

Click to full-screen video call-to-action buttons may be added to any of our current creative executions, including Animated Wake Screens, Amazon Video Ads, or Panels.

Experience overview

Fire tablet wake screens support up to two buttons, where one is a Click to full-screen video button. Call-to-action text should clearly communicate the expected experience to the customer (i.e. Watch video, Watch trailer).

Once the customer has tapped on the call-to-action button, the video begins playing automatically in full screen with up to two optional buttons overlaid on the video. Buttons (if applicable) appear when video controls are visible.

The video resolves on a full-screen end slate with a chosen image from the video. A headline, short description and button(s) appear on top of the image. From here, customers may replay the video or tap on a call-to-action button.

Creative guidelines

Video guidelines

Always provide a high-quality version of a video. Note that we cannot edit or alter your video content; please provide final video assets.

Video asset
CodecMPEG or H.264
Resolution1280 x 720 (720p) or higher
Bitrate15 Mbps or higher
File format.mp4
Frame rate30 fps or lower
Maximum durationThree minutes
Sample rate48,000 HZ
Bitrate192 kbps or higher

Overlay guidelines

  • Up to two optional buttons in the overlay – tapping these buttons directs the user to an Amazon shopping page, custom landing page or external tablet-optimized URL.
  • The same buttons and accompanying links that appear on the overlay during playback are used on the end slate.
  • All button sizes and positions are native and fixed; these cannot be altered.
  • Overlay text is optional; if included, adhere to the following specifications:
Overlay Specifications
Headline50 characters
Sub-headline200 characters
Buttons30 characters


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

Asset checklist

  • Campaign copy
  • Click-through URL (if applicable)
  • Logo(s) in vector format (.EPS or .AI)
  • Campaign fonts
  • Brand guidelines
  • High-quality imagery
    • Approved legal rights for tablet usage
    • 1920 x 1200 and 1200 x 1920 minimum size
    • Layered Photoshop file format (.PSD)
  • High-quality video
    • 1280x720 minimum size
    • .mp4
    • Three-minute maximum length
    • Must include audio
  • End slate assets
    • 1920 x 1066 px JPG
    • Headline, sub-headline and button text (if applicable)
  • Additional related design examples for visual reference

Photoshop templates