e-commerce display creatives
Overview
Amazon Ads’ Responsive e-commerce creative (REC) display allows you to promote your products (ASINs) on Amazon using optimised ads. REC generates e-commerce ads automatically with up to 20 associated ASINs. The creatives consist of an image section and an e-commerce section that includes elements such as live pricing, deal or promotion information. The image can be either the default product image from the product detail page or a custom image created by the advertiser.
REC allows advertisers to use two types of custom images: responsive sizing custom images, which let you create numerous ads with just three images, and size-specific custom images, which let you upload six images to generate up to ten different sizes.
REC generates four ad variations: Add to Basket, Voucher, Customer Review and Shop Now. Amazon Ads utilizes a machine learning model to optimise among these selected ad variations and the added product ASINs. This optimisation aims to drive the best performance for your campaign and provide shoppers with the best experience.
At times, Amazon Ads may test variations of the REC elements, copy, layout and design. The illustrations below show the standard ad variations and are not an exact representation of what your ad may look like.
Custom designed image
Custom designed image with logo and headline
Placements
You can use REC to generate responsive ads in all traditional sizes (please see table below) with a single creative form. The size responsiveness increases your inventory availability across off-site and on-site supply, enabling you to reach more ad viewers. You have two options for ad sizing: you can choose to use either “Use responsive sizing”, which generates responsive ads, or “Choose specific sizes”, which allows you to make ads for the following sizes: 160 x 600, 245 x 250, 300 x 50, 300 x 600, 320 x 50, 350 x 420, 414 x 125, 650 x 130, 728 x 90, 970 x 250, and 980 x 55, 300 x 250 and 336 x 280.
Supported ad size ranges:
| Layout | Definition | Min. size |
|---|---|---|
| Wide | W/H > 1.5 | 216 x 36 |
| Rectangle | 0.7 < W/H > 1.5 | 180 x 150 |
| Tall | W/H < 0.7 | 120 x 240 |
Available in the following on Amazon placements:
- 300x250, 160x600 and 300x600 ad placements: Homepage Above the Fold (ATF), Homepage Below the Fold (BTF), Search Skyscraper, Read All Reviews (RAR), Detail Page and Thank You Page. Available in the following 970 x 250 and 980 x 55 ad placements: Homepage Below the Fold (BTF), Detail Page Below the Fold (BTF), Deals Page (ATF), Offer Listings Page (ATF), Detail page Inline Messaging (ILM).
- Available in all 320 x 50, 414 x 125 and 300 x 250 placements on mobile web for smartphones. Available in all 320 x 50, 414 x 125 and 300 x 250 placements except the shopping results page on the Amazon Mobile Shopping app for smartphones.
- Available in 650x130, 245x250, 350x420 and 728x90 ad placements.
Available in all traditional sizes (see range above) for mobile web, mobile smartphones, desktop and mobile web on tablets.
Available on Echo Show devices on the Alexa Home Screen placement (see example)
Functionality
- The main content area and product title are clickable; on clicking, the customer is taken to the relevant product detail page.
- The product shown in the image must correspond to the product on the detail page to which the ad will link.
- Amazon Fresh, Pantry, Prime Now and Prime Exclusive discount products are not currently supported.
- Responsive e-commerce:
- Advertisers can generate responsive ads.
- Advertisers can create ads for specific sizes: 160 x 600, 245 x 250, 300 x 50, 300 x 600, 320 x 50, 350 x 420, 414 x 125, 650 x 130, 728 x 90, 970 x 250, and 980 x 55, 300 x 250 and 336 x 280
- Advertisers may include up to 20 ASINs in an e-commerce creative.
- Out of Stock (OOS) aware – will automatically skip rendering of an ASIN that is out of stock. If all ASINs are OOS, no bidding will occur on behalf of the REC until at least one ASIN is back in stock.
- Subscribe & Save vouchers are not currently supported.
- Voucher and Subscribe & Save badging are supported on the Shop Now variation. In the case where the ASIN has multiple discounts, the highest available discount will be shown; see below.
- For rules, restrictions and click-through behaviour on REC, see below.
Custom image and e-commerce section
- The custom image section is separate from the e-commerce section and cannot overlap. Designers may create an image that fades to white to give the creative a more integrated look. Pricing and savings claims must not be present on the custom image.
- The e-commerce section contains information relating to the product such as vouchers, star rating and live pricing. It is created by Amazon based on the product being promoted. It has a white background and sits below or to the right of the custom image, depending on ad size.
Product variations
REC display ads support up to four variations:
- Add to Basket
- Voucher
- Customer review
- Shop now
Add to Basket
- Clicking the “Add to Basket” button adds the product to the customer’s basket.
- Clicking anywhere on the ad, except for the “Add to Basket” button, will redirect the customer to the relevant the product detail page.
Voucher
- If the customer is signed in: Clicking anywhere on the ad will clip the voucher and take the customer to the promotion shopping page (PSP) of the item. The PSP page allows Shoppers to see all the products associated with the voucher promotion ID.
- If the customer is not signed in: Clicking anywhere on the ad will take them to the voucher landing page where the customer is instructed to sign in. After signing in, the voucher is clipped and the customer is taken to the promotion shopping page (PSP) of the item.
- Vouchers ads are not currently available for Italy and Spain.
Customer review
- The Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
- To be eligible, products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
- Review text shown in the ad can be up to 116 characters max. (92 characters max for Vine reviews). In JP, 67 Japanese characters max for review text and 59 Japanese characters max. for Vine reviews.
- The review in the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the read all reviews section for that ASIN. For example, if the ad promotes a 25-inch TV, the review cannot be for a 52-inch TV, even if it’s from the same product family.
- The review cannot compare the advertised product to a competing product or refer to brands other than those being advertised.
- The review text shown in the ad may not contain:
- Emojis
- References to medical conditions
- Profanities
- ASCII font
- Other than reviews from the Amazon Vine™ Programme (What’s this?), you may not use a review in which the customer discloses that he or she received the product for free or at a discount in exchange for writing the review. If an ad features an Amazon Vine review, the ad must include the Vine review icon.
- You may not correct a review’s spelling or grammar and must avoid using a review with egregious errors.
- You may not use a customer review with text written in all caps (aside from an individual word or product name).
- Using portions of customer reviews is permissible through the use of ellipses: (“…”) one space before or after ellipses is permitted, but is not required.
- Ellipses in customer review headlines may only be used at the beginning or the end of the headline, but not in the middle.
- Not including headlines, we allow a maximum of three ellipses: one at the start of the review, one in the middle and one at the end.
- You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
- If a portion of a review forms a complete and grammatically correct sentence, then ellipses are not required.
- You may not use ellipses to change the original meaning of the review, for example, by hand-picking positive portions of a review with substantial negative content.
- If only the review headline is used, it must be an accurate representation of the tone of the full review.
Shop now
- Clicking anywhere on the ad will redirect the customer to the relevant product detail page.
Shop now with Lightning Deal
If an ASIN qualifies for a Lightning Deal: A badge or headline indicating the percentage savings and time remaining to get the deal price and discount is automatically shown in the creative when the deal is live.
Shop now with Top Deal
If an ASIN qualifies for a Top Deal: A badge or headline indicating the percentage savings or discount and the deal type are automatically shown in the creative when the deal is live.
Shop now with Best Deals (Savings & Sales)
If an ASIN qualifies for a Best Deal: A badge or headline indicating the discount and the deal type are automatically shown in the creative when the deal is live.
Shop now with Voucher
If an ASIN qualifies for a voucher discount:
- The percent or dollar amount off is featured as the primary element, highlighting the voucher savings associated with the product.
Shop now with Subscribe & Save
If an ASIN qualifies for a Subscribe & Save discount:
- A badge indicating the percent off is featured in the creative.
- The Subscribe & Save price is shown next to the non-Subscribe & Save price and the non-Subscribe & Save price has a strikethrough.
- The text “Subscribe & Save” is shown near the prices.
Product image with headline, logo and disclaimers
Advertisers running RECs featuring either the default product image or responsive sizing custom images have the option of including their brand logo, a custom headline or a custom disclaimer within the creative.
Functionality
- On most ad sizes, the headline, logo and disclaimer are shown alongside the product image or responsive sizing custom images
- For some smaller ad sizes, the creative animates between the headline/logo/disclaimer and the product image for placements
- Amazon sometimes tests animation across different sizes, design elements and ad formats, in order to drive optimal performance for RECs.
Brand logo guidelines
- File size: 600 px min. width; 100 px min. height
- File weight: 1,000 KB max.
- File format: JPG, GIF or PNG
Headline guidelines
Please follow these guidelines to ensure that your creative gets approved:
- Maximum of 50 characters in the headline.
- Start with a capital letter except certain brand names.
- Don’t use multiple punctuation marks or special characters in a row.
- Pricing and savings claims must not be present in the headline.
- Don’t use forceful phrases or exclamation points. For example, “Don’t miss out!” or “HURRY SAVE NOW!!!"
- Don’t use unsupported claims. For example, phrases such as “best”, “top selling” or “healthiest” are unsubstantiated and will not be approved.
- Don’t use Subscribe & Save messaging.
Disclaimer guidelines
Please follow these guidelines to ensure that your creative gets approved:
- Maximum of 60 Characters in the disclaimer.
- To learn more about disclaimers, please visit the Policy page.
- Use this disclaimer field only for products that require disclaimers.
Desktop out-of-stock fall-back
- If the promoted product becomes out of stock, the Add to Basket variation will not be served. The price and Prime logo will be hidden in the Shop Now variation.
- If a voucher becomes inactive or reaches its budget limit, the voucher creative is removed from the optimisation.
Ad unit breakdown (offsite)
When creative is not running on an Amazon website:
- The AdChoices logo is added to the top right-hand corner of the ad and the location cannot be modified.
- For customer review, the copy “Amazon.com customer reviews” is added.
International variations
There are some regional differences in how information is displayed within the e-commerce section.
- Europe and Japan include a “Details and delivery” link in the Add to Basket creative. This link goes to the product detail page.
- Germany adds “includes tax” or “inkl. MwSt.” for creatives that include the price.
- Germany includes the price per unit for qualifying products.
- Europe and Japan do not include the expiry date for voucher creative.
Custom image (optional)
Display ads with RECs automatically incorporate the product image from the Amazon detail page. However, you also have the option to use a custom image featuring your own branded colours and imagery. This would replace the default product image. REC allows advertisers to use two types of custom images: responsive sizing custom images, which let you create numerous ads with just three images, and size-specific custom images, which let you upload six images to generate up to ten different sizes.
Guidelines for custom Images for responsive sizing
For more direct management of the generated creative, we recommend uploading three custom images: a square image (1200px x 1200px or 1:1 ratio), a tall image (900px x 1600px or 9:16 ratio), and a wide image (1200px x 628px or 1.91:1 ratio). Designers can use the responsive custom image PSDs to generate the custom images. There is no safe zone; Amazon uses the images as they are. You can also use our cropping tool in the REC form to generate the three required aspect ratios. To use our cropping tool, the custom image must be of high resolution and quality, at least 600 px by 600px and 5MB or smaller.
- The custom images should not contain any branding elements, such as text, logos or CTA. Instead, use the headline, logo and disclaimer components to include branding messages in your ad. These components can be added along with a custom image or the default product image.
- Image can be a product or lifestyle image
- Images must not:
- Contradict the landing page.
- Be on a white or transparent background.
- Be an individual brand logo or combination of logos.
- Contain crowded, excessive, poorly cropped or illegible elements.
- Contain additional text other than text naturally present in the image (such as on product packaging).
- Contain letterbox or pillar box formats.
- Contain pricing and savings claims.
- Call to Action (CTA) buttons or text aren’t allowed in the custom image. e-commerce creatives contain their own CTA buttons when required (Add to Basket, Add to List).
- If an ad contains multiple identifiable products, the ad should give an accurate impression of the types of products on the landing page, where most of the products should be available.
- The custom image shouldn’t duplicate information already shown in the e-commerce section.
- Amazon’s ad platform will scale the custom image based on the desired ad size and device.
(See below for image examples – these images are meant to explain the image requirements.)
Guidelines for size-specific custom images
When creating the custom images, designers must use these custom image PSD templates. The PSD templates include green “safe zones” where key content such as logos, text and critical imagery must be placed. Content outside of the safe zones will be cropped off on some ad sizes.
- Custom images are built at larger pixel dimensions than the final size that is rendered when the ad goes live. This allows the same assets to be shared across desktop, mobile and high-pixel density desktop displays.
- Amazon’s ad platform will crop and scale the custom image based on the desired ad size and device.
- All text, including text within logos, must be clearly legible.
- Total words in the custom image may not exceed 10 words (40 characters in JP). Disclaimer copy and text within the logo does not count towards the overall word/character limit.
- No more than two type variations may be used (three type variations excluding disclaimer in JP), including font size, colour and style. The two-type variations minimum does not include type within logos.
- No more than two logos may be used. Legally required marks, such as ESRB ratings, do not count towards this overall number.
- Text within the custom image requires specific min/max font sizes, see below.
- Disclaimer text must be written in sentence case.
- Call to action (CTA) buttons or text are not allowed in the custom image. RECs contain their own CTA buttons when required (Add to Basket and Add to List).
- The custom image should not duplicate information already shown in the e-commerce section.
- It is strongly recommended to use sentence case for copy within the custom image.
- If a custom image contains multiple identifiable products, it should give an accurate impression of the types of products on the landing page, where most of the products should be available.
- Custom images may feature a product with additional text or creative elements to those on the landing page. This is acceptable as long as the product featured in the ad and on the landing page are the same.
Instructions
- Use the badge as a guide only for events (i.e. Prime Day). For all other cases discard the badge, as non-event badges are not displayed on custom image creatives. The badge only interferes with custom image sizes 600 x 320 and 600 x 1020
- Add your creative content to each format and adhere to the safe zones – hide guide layers for final output
- When finished, select “File” from Menu > Generate > Image-assets
- Go to your folder where this PSD file is saved and check the automatically generated folder “Amazon_DynamicAds_Templates”
- All layers/artboards using a “...jpg60%” naming will be exported as .jpg with a 60% compression (adjust if max file size is exceeded)
- Anything you change on the PSD files will be automatically updated in the assets folder
Size-specific custom image file sizes and formats
| Ad slot dimensions | Custom image dimensions | Max. File weight | File format | Headline and body text | Disclaimer text |
|---|---|---|---|---|---|
| 300 x 250 px and 336 x 280 (desktop and mobile) | 900 x 480 px | 100 kb | HTML, JPG, GIF, PNG | 36–78 pts at 72 dpi | 27–36 pts Arial regular (or equivalent font) at 72 dpi; no more than two lines |
| 160 x 600 px and 300 x 600 px (desktop) | 600 x 1020 px | 100 kb | HTML, JPG, GIF, PNG | 24–52 pts at 72 dpi | 24 pts Arial regular (or equivalent font); no more than four lines |
| 728 x 90 px (desktop) | 1140 x 180 px | 60 kb | HTML, JPG, GIF, PNG | 36–52 pts at 72 dpi | 28 pts Arial regular (or equivalent font); no more than one line |
| 300x50, 320x50 px and 414x125 px (mobile) | 570 x 375 px | 60 kb | HTML, JPG, GIF, PNG | 42–78 pts | 42–78 pts Arial regular (or equivalent font); no more than two lines |
| 980 x 55 px* | 110 x 55 px | 150 kb | HTML, JPG, GIF, PNG | ||
| 970 x 250 px* | 952 x 500 px | 150 kb | HTML, JPG, GIF, PNG | 36-78 pts at 72 dpi | 27-36 pts Arial regular (or equivalent font); no more than two lines |
Example creative
REC (product image)
REC (product image with headline and logo)
300 x 250 REC (custom image)
300 x 250 REC (custom image with logo and headline)
160 x 600 REC
Add to basket
Voucher
Customer reviews
Shop now
300 x 600 REC
Add to basket
Voucher
Customer reviews
Shop now
728 x 90 REC
Add to basket
Shop now
Voucher
Customer review
350 x 420 REC
320 x 50 – Mobile REC
Add to basket
Shop now
Voucher
Customer review
414 x 125 – Mobile REC
320 pixel wide phone
414 pixel wide phone
Alexa home screen REC – Echo Show devices (US only)
Approved ✔
Not approved ✘
Why
- Products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
- You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
Approved ✔
Not approved ✘
Why
- The custom image should not duplicate information already shown in the e-commerce section.
- Call to Action (CTA) buttons or text are not allowed in the custom image. e-commerce creatives contain their own CTA buttons when required (Add to Basket, Add to List).
- No more than two logos may be used. Legally required marks, such as ESRB ratings, do not count towards this overall number.
- Do not include a border. Borders are added automatically as part of the ad unit.
Approved ✔
Not approved ✘
Why
- The review in the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the Read All Reviews section for that ASIN.
- You may use a maximum of three ellipses to omit portions of the customer review text: one at the start of the review, one in the middle and one at the end.
Locales
- CA
- MX
- US
- BR
- BE
- DE
- ES
- FR
- IT
- NL
- PL
- SE
- TR
- UK
- EG
- KSA
- UAE
- AU
- IN
- JP
- SG
Related policies
Serving
Site served. Amazon video ads are not available in off-site placements.