Whole Foods Market on Amazon Display Ads

Whole Foods Market on Amazon offers seamless in-store & online shopping for the customer’s weekly grocery basket. Grow your business with Whole Foods Market on Amazon display ads, reaching customers at key moments throughout their shopping journey.

Whole Foods Market (WFM) DSP Desktop and Mobile

Visual example of DSP creatives on desktop and mobile

Specs

Desktop

Mobile

Visual example of DSP sizes

Guidelines for WFM DSP

• DSP banners running on 3P or Amazon O&O inventory outside of the WFM environment (Walled Garden) must use the pre-approved WFM Logo lockup shown above.
• Please add a 1 pixel color border around all banners to avoid rejection.
• Creatives with white or light colored backgrounds must use a black, dark, or gray 1 pixel border to ensure customers can distinguish ads from non-sponsored content on the page.
• Note: A 1 pixel border can also be added directly in the DSP UI to comply with this policy
• All Mobile Banners need to be exported at the size in parenthesis as we require 2-3x resolution for mobile.
• Note: Assets can also be automatically upscaled with generative AI the DSP UI.
• Destination must be WFM Landing Page on Amazon, Search String, or Brand Store. Static banners cannot drive to a Product Detail Page (PDP).

WFM Share of Voice (SOV)

The WFM SOV placements receive priority placement and run throughout the WFM on Amazon online environment (within the “walled garden”). This package is only available to run via Managed Service.

Visual example of SOV creatives on desktop and mobile

Specs

Desktop

Mobile

Visual example of SOV sizes

Guidelines for WFM SOV (Endemic Advertisers)

• SOV Banners must use the pre-approved WFM Logo lockup/CTA “Shop now on Whole Foods Market”
• The line breaks and size of the CTA cannot be changed. The only modifications allowed are position and color.
• For Endemic advertisers, only WFM ASINs can be featured
• Please add a 1 pixel color border around all banners to avoid rejection.
• Creatives with white or light colored backgrounds must use a black, dark, or gray 1 pixel border to ensure customers can distinguish ads from non-sponsored content on the page.
• Note: A 1 pixel border can also be added directly in the DSP UI to comply with this policy
• All Mobile Banners need to be exported at the size in parenthesis as we require 2-3x resolution for mobile.
• Note: Assets can also be automatically upscaled with generative AI the DSP UI.
• Destination must be WFM Landing Page on Amazon, Search String, or Brand Store. Static banners cannot drive to a Product Detail Page (PDP).

Guidelines for WFM SOV (Non-Endemic Advertisers)

• Non-Endemic advertisers need approval to run WFM on Amazon Walled Garden Display
• Managed Service Advertisers should work with their dedicated Account Team to explore approvals
• Non-Endemic ads are approved to link out from WFM to either an Amazon.com landing page or the advertiser's own website, in accordance to Amazon's WWAP link out policies.
• Only 2 CTAs are currently approved: 'Learn More' and 'Find an Event Near You'
• Please add a 1 pixel color border around all banners to avoid rejection.
• Creatives with white or light colored backgrounds must use a black, dark, or gray 1 pixel border to ensure customers can distinguish ads from non-sponsored content on the page.
• Note: A 1 pixel border can also be added directly in the DSP UI to comply with this policy
• All Mobile Banners need to be exported at the size in parenthesis as we require 2-3x resolution for mobile.
• Note: Assets can also be automatically upscaled with generative AI the DSP UI.

WFM Top Center Graphic (TCG) Banner

Enhance your WFM Landing Page on Amazon with a Top Center Graphic

Visual example of a Top Center Graphic on desktop and mobile WFM landing pages

Specs

Visual example of Top Center Graphic sizes

Guidelines for WFM TCG

• These units are featured only on WFM Landing Pages on Amazon (desktop and mobile). They are positioned at the top of the Landing Page.
• Whole Foods Market Landing Pages are built via Managed Service, however, advertisers can design their own TCGs and provide to their Amazon account team to add to the Landing Page.
• CTA isn't required.
• Lockup isn't required.
• Minimum font sizes: 1500x300 (40 px), 870x300 (24px)

Creative and Copy Guidelines: Digital Signs in Physical Stores

Due to the real-time in-person nature of physical stores advertising and the close association of these ads with the Amazon and Whole Foods Market (WFM) brands, all advertising content on digital signs in our Fresh and WFM physical stores must be appropriate for a general audience. Ads must comply with all applicable laws, rules and regulations in each geographical area where they appear.

Any product/ad content that would not be accepted on Amazon.com must not appear in ads in our Physical Stores.

In determining whether a product/service can be advertised in Physical Stores you should first refer to the prohibited products policy and the specific ad policy for that vertical e.g. alcohol.

Ads must:

• Identify the advertiser, either by including a logo or a text brand name
• Be clear and to the point so customers understand the message quickly without disrupting their shopping experience
• Use a font size and style that is legible

Ads must not:

• Feature sound/audio
• Distract customers by featuring flashing, blinking or pulsating objects, images, or text, frequent or fast contrast transitions, or excessive animation
• Contain low-quality images that are blurry or distorted, low-resolution, pixelated, smudged or stretched
• Promote the sale of grocery products that are not available in store or are out-of-stock
• Contain images that are not owned by the advertiser

We require all ads to be truthful, reliable and substantiated. Ads must be clear and accurate so that customers receive the correct information before engaging with an ad or deciding to purchase a product.

Ads must not:

• Explicitly reference another brand/product not owned by the advertiser.
• Contain misspellings and grammatical errors.
• Contain random capitalization or improper punctuation (such as CaMeL CaSe, tOGGLE cASE, or MIXED case unless a registered brand name or reflected in the product packaging) or special characters/numbers used in place of letters (e.g. “H8 stains?” for “Hate stains?”)
• Contain pressuring language that creates a sense of urgency (for example, “Hurry while supplies last!”
• Contain deal teaser messaging (e.g. “sale starting next Friday”) as it is a poor customer experience.
• Contain emotionally exploitative or depressing copy or images, or scare tactics.
• Use personalized language (such as “you/your”) which may be perceived by the customer as if Amazon is addressing him/her directly if the product/ad content is sensitive. For example, “get rid of your body odour with our deodorant”.
• Contain sexually suggestive, vulgar or profane language, including when the meaning is obfuscated but clear (for example, “f#@k” or “Soft AF”).
• Contain special characters such as @@, ###, emojis, or ASCII art, except when part of the advertiser’s logo or included on the product image. Hashtags (#) are permitted if they do not contain inappropriate content (for example, #[profanity]).

3.1.1 WFM Only:

The following policy only applies to endemic product categories:

Only claims on product packaging, visible in the ad’s product imagery are permitted. Claims in ads must be an accurate representation of claims visible on the product as featured in the ad. No other claims are permitted.

For non-endemic products and services, apply the Amazon Ads core policies here.

Permitted opinion statements:

Puffery: A statement that the customer will understand is not factual or objective and that is unlikely to materially influence their purchase decision. For example: “your taste buds will be in heaven” or “the perfect on the go snack”

Ads may:

• Contain editorial and expert reviews from a credible source (for example, a quote from the NY Times or a CNET Award), provided that the source of the review is identified in the ad. The review must be quoted in the exact words used by the reviewer
• Only contain Amazon star ratings that are generated by a dynamic ad template to ensure accuracy

Ads must not:

• Include customer reviews in ads. This includes Amazon customer reviews.
• Include third-party star ratings because they may be confused with Amazon ratings (there is an exception for movie ads to include third party star ratings, provided that the source of the rating is clear)

Effective disclosures are critical in helping consumers make informed decisions. Disclosures must be crafted with care concerning their language and presentation.

Disclosures must be:

• Accurate
• Legible to the average customer (both in size and contrast with the background of the ad)
• Understandable to the average customer (e.g. only abbreviations that are common and well understood are permitted)
• Placed horizontally

To feature a specific price or saving for in-store advertising, a dynamic template must be utilized. This will ensure that the correct price, by store location, is displayed using a data feed.

Ads that reference “free” products or services and other promotional offers must indicate that “terms and conditions apply.” The terms and conditions, or a link to them, must be clearly and conspicuously presented in the ad close to the offer and must make the method of redemption clear.

QR codes must be generated using Amazon’s QR code generator tool.

If the QR code leads to a non-WFM/Amazon website, it must be clear in the ad that the customer will be directed to a third-party website when they scan the QR code.

QR codes must not link to e-commerce enabled third party websites where endemic product categories are available for purchase.

“Whole Foods Market” must not be shortened to “Whole Foods”, “whole foods”, “WholeFoods” or “wholefoods”.