Display ads with e-commerce creative

Overview

Amazon’s display ads with e-commerce creative automatically optimise creatives to meet a campaign’s goal. The type of e-commerce creative served will be based on Amazon’s machine learning algorithm and a selected optimisation goal such as click-through rate, purchase rate or detail page view rate. The creative can include a custom-designed image, or an image which is created automatically using the product image found on the Amazon detail page.

Amazon optimises between various creative elements to drive the best performance for your e-commerce creative and the end customer. At times, Amazon may test variations of the e-commerce elements, copy, layout and design. The illustrations below show the standard formats, and are not an exact representation of what your ad may look like.

Placements on-Amazon

Available in the following 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 970x250 and 980x55 ad placements for product image only: Homepage below the fold (BTF), detail page below the fold (BTF), deals page (ATF), offer listings page (ATF). Available to managed service advertisers in the US for the 650x130 and 245x250 ad placements for product image and Shop now variation only.

Available in all 320x50, 414x125 and 300x250 placements on Amazon mobile web for smartphones. Available in all 320x50, 414x125 and 300x250 placements, except the search page on the Amazon mobile shopping app for smartphones.

Placements off-Amazon

Available in all Amazon Advertising platform display ad placements for 300x250, 160x600, 300x600 and 728x90 sizes. Available for 970x250 (product image only).

Available for 320x50 and 300x250 sizes on mobile web and mobile smartphones. 728x90 size is supported for mobile web on tablets.

Functionality

  • The main content area and product title are clickable; on click, 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 where the ad will link to.
  • Self-service advertisers can include one Amazon Standard Item Number (ASIN) in an e-commerce creative.
  • Managed service advertisers may include up to five ASINs in an e-commerce creative.
  • Only managed service advertisers in the US may run this ad product in the 650x130 and 245x250 ad placements on desktop detail pages.
  • Amazon Fresh, Pantry, Prime Now and Prime Exclusive Deals products are not currently supported.
  • Lightning Deals, Deals of the Day and Best Deals (Savings & Sales) are supported on the Shop now variation when product image is shown, see below.
  • Subscribe & Save vouchers are not currently supported.
  • Voucher and Subscribe & Save badging are supported on the Shop now variation when product image is shown. 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 each e-commerce creative type available as part of an e-commerce creative, see below.

Limitations

  • Customisable ASINs are not supported in dynamic e-commerce ads.

Custom image and e-commerce section

e-commerce section

  1. The custom image section is separate from the e-commerce section and cannot overlap. Designers may create an image which fades to white to give the creative a more integrated look. Pricing and savings claims must not be present on the custom image.
  2. 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

Display ads with e-commerce creative supports up to five variations:

  • Add to Baskett/Pre-order Add to Basket
  • Voucher
  • Customer review
  • Shop now

Add to Basket

  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Add to Basket” button adds the product to the customer’s basket.

Pre-order Add to Basket

  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Pre-order” button adds the product to the customer’s basket.

Voucher

  • If the customer is signed in: Clicking anywhere on the ad will clip the voucher and take the customer to the product detail page for that item.
  • 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 product detail page for that item.
  • Vouchers ads are not currently available for Italy and Spain.

Customer review

  • 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).
  • 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).
  • Quotation marks (”…”) will automatically be added at the beginning and the end of the review text that you provide in field ‘Review’ when creating the Dynamic e-commerce ad. Please do not add quotation marks in the quote that you provide.
  • To omit unwanted portions of a customer review, use ellipses (“…”) with no spaces before or after. However, please note:
    • You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
    • 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.
    • 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.
    • For example: A review such as “This is my first review. The product helps me in many ways e.g. housework. I think it is a great tool and saves me a lot of time. However, I would like to have a different colour. Still five stars.” could be quoted as “…The product helps me…it is a great tool and saves me a lot of time…”.

Shop now

  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Shop now” button will take the customer to the relevant product detail page.

Shop now with Lightning Deal

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Lightning Deal: An orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.

Shop now with Deal of the Day

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Deal of the Day: An orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.

Shop now with Best Deals (Savings & Sales)

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Best Deal: An orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.

Shop now with voucher

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a voucher discount:

  • An orange badge indicating the per cent or money off is featured in the creative.

Shop now with Subscribe & Save

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Subscribe & Save discount:

  • An orange badge indicating the per cent 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.

Advertisers running e-commerce creatives featuring the product image have the option of including their brand logo and a custom headline within the creative.

Functionality

  • On most ad sizes, the headline and logo are shown alongside the product image.
  • For 300x250 mobile, the creative animates between the headline/logo and the product image.
  • For 320x50 and 414x125 mobile, headline is not shown. The creative animates between the brand logo and product image.

Brand logo guidelines

  • File size: 600px min. width; 100px 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.
  • Don’t use multiple punctuation marks or special characters in a row
  • Don’t include information about an item’s price, as that may change during the campaign.
  • Don’t use forceful phrases, all capital letters or exclamation marks. 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.

Desktop out of stock fallback

  • 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 (off-site)

When creative is not running on an Amazon website:

  • The AdChoices logo is added to the top left-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 & 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.

Animation

Display ads with e-commerce creative include animation on some sizes and placements when a custom image is being used*. This includes 300x250, 414x125 and 320x50 on the Amazon mobile shopping app and mobile website for smartphones. In addition, this animation may occur on 320x50 ads running on third-party sites or apps.

  1. If the ad is in the bottom portion of the phone screen, the product image from the product detail page is shown.
  2. When the user scrolls and the ad moves to the top portion of the phone screen, the product image animates out and is replaced by the custom image.

*Amazon sometimes tests animation across different sizes, design elements and ad formats, in order to drive optimal performance for e-commerce creatives.

Custom image (optional)

PSD templates

Display ads with e-commerce creative automatically incorporate the product image from the Amazon detail page. However, it is also possible to create your own custom image which can include advertiser branded fonts, logos, colours and imagery. This replaces the product image that is shown by default. 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.

Custom image guidelines

  • 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, 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. e-commerce creatives contain their own CTA buttons when required (Add to Basket, 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.

Custom image file sizes and formats

Ad slot dimensionsCustom image dimensionsMax. File weightFile formatHeadline & body textDisclaimer text
300x250 px (desktop and mobile)900x480 px100 KBHTML, JPG, GIF, PNG36-78 pts at 72 dpi27-36 pts Arial regular (or equivalent font) at 72 dpi; no more than 2 lines
160x600 px & 300x600 px (desktop)600x1020 px100 KBHTML, JPG, GIF, PNG24-52 pts at 72 dpi24 pts Arial regular (or equivalent font); no more than 4 lines
728x90 px (desktop)1140x180 px60 KBHTML, JPG, GIF, PNG36-52 pts at 72 dpi28 pts Arial regular (or equivalent font); no more than 1 line
320x50 px and 414x125 px (mobile)570x375 px60 KBHTML, JPG, GIF, PNG42-78 pts42-78 pts Arial regular (or equivalent font); no more than 2 lines

Example creative

e-commerce creative (product image)

300x250 e-commerce creative (custom image)

160x600 e-commerce creative

300x600 e-commerce creative

728x90 e-commerce creative

320x50 – Mobile e-commerce creative

414x125 – Mobile e-commerce creative

300x250 – Mobile e-commerce creative

Approved ✔
Not approved ✘
Why
  1. Total words in the custom image may not exceed 10 words. Disclaimer copy and text within the logo does not count towards the overall word/character limit.
  2. No more than two type variations may be used, including font size, colour and style.
  3. Disclaimer copy does not meet the minimum font sizes.
Approved ✔
Not approved ✘
Why
  1. Products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
  2. You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
Approved ✔
Not approved ✘
Why
  1. The custom image should not duplicate information already shown in the e-commerce section.
  2. 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).
  3. No more than two logos may be used. Legally required marks, such as ESRB ratings, do not count towards this overall number.
  4. Do not include a border. Borders are added automatically as part of the ad unit.
Approved ✔
Not approved ✘
Why
  1. The review the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the Read All Reviews section for that ASIN.
  2. 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
North America
  • CA
  • MX
  • US
Europe
  • DE
  • ES
  • FR
  • IT
  • UK
Middle East
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
Serving

Site served. Amazon video ads are not available in off-site placements.

Asset checklist

For product image:

  • Clickthrough URL or product ASIN
  • Customer review quote and review URL (optional)

For custom image:

  • Pre-existing standard ad units for reference
  • High-res layered .PSD files (product shots and/or lifestyle imagery)
  • Logos (vector format, .ai or .eps)
  • Any backgrounds or key art
  • Fonts (.otf or .ttf)
  • Advertising copy
  • Brand guidelines
  • Click-through URL or Hero ASIN
Photoshop templates