Prime Video Pause Ad Specifications

Pause ads are a high-impact, actionable ad unit that appears on the screen when a customer pauses their Prime Video streaming session, and remains on the screen until they resume the content. They offer greater visibility and attention for your brand, while giving audiences opportunity to engage with your brand through remote enabled interactivity. Amazon’s unique interactivity solutions allow for advertisers to showcase products for viewers to shop and add to cart directly from the ad or drive viewers to their brand URL by sending an email to the primary account holder.

Pause Ad Elements

1. Background image
2. Brand Logo
3. Creative Copy
4. Disclaimer/Legal Text
5. QR Code (optional)
6. Product Description or Call to Action Headline (dynamically added)
7. ‘Add to Amazon Cart’ or ‘Send email’ Button (dynamically added)

Interactive Add to Cart Pause Ad

Interactive Send to Email Pause Ad

QR Code Pause Ad

Send to Email Flow

When viewers interact with a pause ad and request more information with the send email action, they will receive an automated email containing details about the advertiser’s offering. Below are examples of the standard email template and how the information will be presented to users.

Advertiser Deliverables

1. Background image

Asset Needed	Sizing	File Type	Notes
1. Background Image	16:9 / Minimum size: 1920px x 1080px. Recommended size to ensure high quality imagery: 3840px x 2160px	PNG, JPG or PSD (High-quality and layered)	Image will be scaled down in final creative asset to 16:9 / 1920 x 1080px It is required to use lifestyle images or product packaging. It is generally recommended not to include any text in background images. If text is needed, ensure at least 4.5:1 color contrast with the background and use a minimum 24px font size. Acceptable uses of text in the background include logos, badges, certifications, and short brand messaging. Use no more than 2 logos and 3 lines of text. Avoid using white backgrounds in your images. White can create a buzzing effect on some devices and be uncomfortable for viewers watching content on Prime Video. It is required that there is no imagery/texture on the left side of the background image, must be a solid color Background image must exactly match the product being added to cart Size, color, and other visible product attributes must be identical to the item customers will receive

Ensure good contrast and adequate sizing for background image text

If including text on background image, ensure text has at least 4.5:1 color contrast with the background and use a minimum 24px font size



Use Clear Imagery

Background image should look clear on HDTV; avoid upscaled images. Retouching must be photorealistic; avoid defects in gradients/shadows. This example shows a lo-res image (right) which you should avoid.



Ensure Imagery appears only on the Right side

It is required the left side of the Pause Ad have no imagery. Consider fading the background image to a solid color that matches the image to avoid confusing overlap with the program in the background.



Use Lifestyle or Product Imagery

It is required to use lifestyle images or product packaging. The image should communicate a story about the advertised brand, products, services, or promotional events to viewers. Make sure the subject of the background image matches the ad copy used in the logo image.



Adhere to Safe Zone placements

Ensure that the focal point (e.g. key subjects or character heads) of a background image is inside the yellow safe zone. Fill the safe zone with the key subject of the background image as much as possible. Avoid cut-off key subjects and very large faces.



Clearly show featured product

If the ad is shoppable (add to cart), the product shown must clearly match the one the customer will purchase.


2. Brand Logo

2. Brand Logo

Recommended size: 2000px wide (max 2000px x 700px)

PNG

Logo safe zone will be scaled down in final creative asset to 450x140px Logo may be smaller than max size. Logo must be either white or meet color contrast accessibility standards with dark background. It is recommended that Logo consists only of brand name. If supplemental text is essential (ex: co-branding, sub-brand text, or tagline) it may be included. Do not include creative copy in this placement. Any supplemental text must have at least 24px font size and meet color contrast standards with dark background.

Ensure good contrast and adequate sizing for logo text

Supplemental text in logo must render at minimum 24px font-size and have good contrast with background



Logo must have high contrast with dark background

Logo must be white or meet accessibility contrast ratio.


3. Creative Copy

3. Creative Copy

Max 86 characters (3 line limit)

Text

Advertiser will provide copy, not an image asset. Copy will be inserted into creative Fonts are not customizable

4. Disclaimer/Legal Text

4. Legal Text (refer to policies to see if needed)

Max 180 characters (2 line limit)

Text

Claims and substantiation: follow guidance for Claims and Substantiation. Any use of unnecessary text, including legal “fine print”, copyright statements, legal symbols or Terms & Conditions is discouraged. Our recommendation is to provide full terms & conditions or disclaimer copy on the landing page. Legal text that exceeds 180 characters may begin to cover background creative. Only extend beyond the maximum character count if the text is required due to legal or policy reasons.

5. QR Code (optional)

5. QR Code (optional)

196px x 196px Please provide an image not a link

PNG

It is recommended that the link used to generate the QR code is 45 characters max. It is strongly recommended to use a link shortener to meet these requirements It is recommended that the fiducial markers (highlighted in red) are a minimum size of 40px It is recommended to use black and white QR codes. If using a custom color other than black, ensure a minimum 4.5:1 contrast ratio.

QR code must have good contrast and adequate sizing

QR code must have good contrast with white background.


6. Call to Action Headline
6. Call to Action Headline

Interactive overlay – remote clickable

N/A

Pause ads have two Call to Action Headline options 1) Add to Cart 2) Send to Email The interactive overlay is auto generated by Amazon and only require the below advertiser assets Add to Cart: Featured Product ASIN – the ASIN that will be “added to cart” when the viewer selects the “Add to Cart” CTA via their remote ASIN name is automatically pulled in and truncated if it goes beyond the character limit (44 chars) Send to Email: Click out URL – the URL that will be sent to the viewer via email when the viewer selects the “Send to Email” CTA via their remote Amazon Brand Store URL (for Endemic Advertiser) Amazon Custom Landing Page (Endemic or Non-Endemic) External Brand Website/Landing Page URL (for Non-Endemic Advertisers) - link-out URLs must follow Ad Policy Guidelines The default call the action for send to email is “Want more info?”. Inquire with your Amazon sales rep for additional options

	Interactive Action (Button)	CTA Headline options
Product sold on Amazon (Endemic)	Add to Amazon cart Send email	Product description (title) Want more info?
Other Website (Non-Endemic)	Send email	Want more info? Sign up today Get this offer Book an appointment Get the app Subscribe to watch Get a quote

Background Image Safe Zones