Animated wake screens

Experience overview

When a customer turns on their Fire device, they are presented with a full-screen, high-quality image with subtle animations and a call-to-action button. Tapping on the call-to-action button unlocks their device and opens an Amazon shopping page (products, movies, apps etc.) or a full-screen interactive experience (Custom landing page, Click to full-screen video or tablet-optimised external URL).

Creative guidelines

Animations on the wake screen should be balanced, simple, respectful and smart:

  • Any animation should be restrained, relying on subtlety and finesse.
  • Animations should be fluid and smooth, not abrupt or forceful. Cuts do not occur quickly or suddenly.
  • All animation complements the design and supports the message of the ad.

Learn more about Fire tablet Creative Standards here.

Creative specifications

Wake screens on Fire tablet devices may be animated by providing video files in addition to the background images.

AssetDimensionsMax. File weightFormatMin. Font size (US/EU)Min. Font size (JP)
Backgrounds1200 x 1920 px (P) and 1920 x 1200 px (L)3500 kbMOV or MP432 pt28 pt
Buttons1200 x 1920 px (P) and 1920 x 1200 px (L)3500 kbPNG-2432 pt28 pt
  • Assets must be created for both landscape and portrait orientations.
  • Button assets should be the size of the full screen (with a majority of the asset being transparent), not cropped to the dimensions of the visible button.

The background video should adhere to the specifications outlined below.

Video asset
FormatH.264/MP4
Max. file size3.5 MB
Frames per second24 fps
Max. video length7 seconds
AudioNone
  • Video files cannot contain audio
  • Animation cannot be delayed. It must start immediately within the first frames of the video
  • Ad headline, supporting copy, call-to-action and product image (if applicable) must be visible in the first frame and throughout the entire video.
  • Ad text and advertiser logo cannot move, fade, rotate or stretch. Other minor effects may be applied.

For additional requirements around wake screen and call-to-action assets, please refer to the Creative Standards page here.

Locales

North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

Related policies

Amazon Ads guidelines and acceptance policies

Amazon brand usage guidelines

Lead times

Compatible features

Not compatible with Amazon Video Ads.

Asset checklist

  • Campaign copy
  • Click-through URL (if applicable)
  • Logo(s) in vector format (.EPS or .AI)
  • Campaign fonts
  • Brand guidelines
  • High-quality imagery
    • Approved legal rights for tablet usage
    • 1920 x 1200 and 1200 x 1920 minimum size
    • Layered Photoshop file format (.PSD )
  • High-quality video (if applicable)
    • 1280 x 720 minimum size
    • .mov or .mp4
  • Additional related design examples for visual reference

Photoshop templates

Download templates (.zip)