Amazon video ads

Product overview

Amazon video ads allow advertisers to reach Amazon customers with targeted video on Amazon’s websites, mobile apps and Fire tablet wake screen. Convey your brand message with out-stream auto-play video for an engaging ad experience.

Placements on Amazon

Available in the following placements:

• Home page – Desktop - 300 x 250
• Home page – Smartphones (below the fold) - 300 x 250
• Home page – Tablet shopping app - 300 x 250
• Detail page – Smartphones - 414 x 125
• Detail page – Desktop - 970 x 250
• Fire tablet (beta) (available in US, UK, DE) (requires custom background)

Amazon video ads are required to follow existing creative policies for supported placements.

Auto-play video behaviour

Amazon video ads will automatically play the video content when the video is at least 50% visible on screen. Autoplay in Amazon video ads is always muted – audio playback requires user interaction. Autoplay is automatically paused if the video is scrolled out of view.

Video Guidelines

Ad units must include the following assets:

• Using a short video clip – we recommend that the core of the message be delivered in the first five seconds.
• Ensuring that your ad can be understood, and is still engaging, without sound. For example, show products in use instead of a person describing the product. Use text headlines in your video to get the point across without narration.

Templated layout

By default, Amazon video ads include the advertiser’s brand logo, a text headline, and a call-to-action link alongside the video player. This templated layout does not require creative design support from Amazon Ads and is available for mobile and desktop placements.

Creative requirements

• Required logo image (JPG, PNG and GIF files accepted). Minimum width of 600 px, minimum height of 100 px, maximum file size of 100 KB. Note: the logo is not used in 414 x 125 mobile ads.*
• Required Headline: up to 50 characters of text describing your campaign messaging.*
• Supported call to action options: “Shop now”, “Learn more”, “See details”, “Pre-order now”, “Buy tickets”, “Rent now”, “Rent or buy now”, “Get a quote”

*Logo and headline are required elements for the Amazon Video Ads. If you choose not to use the template fields to add these elements, please ensure that they are included in your finished video asset. If they are found to be missing after publication, your creative may be deactivated until the assets are added.

Custom background

Amazon video ads can optionally use a custom background image behind the video player. This option includes support for the Fire tablet wake screen ad placement in US, UK and DE for beta advertisers. Ads using a custom background require creative design support from Amazon Ads.

Creative requirements

Custom-background Amazon video ads feature a standard ad background image and an in-banner video player. Clicking on the background image takes the Amazon customer to the ad’s click-through destination. Clicking on the video player will play the ad’s video clip with audio enabled.

Background guidelines (desktop and mobile)

Follow established placement-based creative specs and policies for the production of custom background images. Amazon video ads use high-resolution images and require all text to be legible on supported devices.

Reserve space in your background image for the video player, which has a fixed size and location. Photoshop templates illustrating video positions for the desktop and mobile ad sizes are available in the sidebar of this page.

Background Guidelines (Fire tablet)

Follow established placement-based creative specs and policies for the production of custom background images. Fire tablet creatives require assets in both portrait and landscape orientation; refer to the Fire tablet guidelines for more information.

Poster image requirements (Fire tablet)

We recommend using a frame from the video as your poster image, for situations where the autoplay feature is not available.