Lists of approved Call To Action (CTA)
CTA is the portion of the ad that prompts customers to take a suggested action. A clear and direct CTA helps improve the performance of your ads by setting customer expectation for the landing page experience.
All desktop ads running onsite and Fire device ads require a CTA. A CTA is encouraged on mobile but not required if the experience on the landing page is already clear from the ad.
When used, the CTA must contain no end punctuation. If the content you're linking to requires a subscription, this must be made explicit either in the CTA or elsewhere in the creative.
We do not require the CTA to be present throughout animated ads but it must be in the final frame.
Lists of approved CTAs and associated requirements grouped by campaign type can be found below. We permit alternative CTAs but they must be equally clear and direct for customers.
Campaign Type: Shopping
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Add to cart Add to basket | カートに入れる | Agregar al carrito | Añadir a la cesta | Ajouter au panier | Aggiungi al carrello | In den Einkaufswagen | Adicionar ao carrinho / Adicionar à cesta | eCommerce Add to Cart/ Basket ads only |
| Clip coupon | クーポンをもらう | Bon de réduction | Coupon | eCommerce Coupon ad only | ||||
| Buy now | 今すぐ購入 こちらで購入 購入はこちら | Compra ahora | Acheter maintenant | Acquista ora | Jetzt kaufen | Compre agora | Must link to a shopping destination, for example: product page, search page, Store or sales-focused tailored/custom landing page. | |
| Buy tickets | チケットを購入 チケットはこちら | Acheter des billets | Acquista ticket | Tickets kaufen | Compre bilhetes | EU Only: Other than 'Add to cart/Add to basket' shopping-related CTA cannot be used in relation to physical ASINs on Fire TV, because customers are unable to complete purchases via this route. | ||
| Get tickets | チケットを入手 | Obtenir des billets | Ottieni ticket | Tickets erhalten | Obtenha bilhetes | |||
| Shop now at Amazon.[TLD]* | Amazon.co.jp で今すぐチェック | Comprar ahora en Amazon.com.mx | Compra ahora | Acheter maintenant sur Amazon.fr | Acquista ora in Amazon.it | Jetzt bei Amazon.de kaufen | Compre agora na Amazon | * offsite use only |
| Shop now** | 今すぐチェック | Comprar ahora | Compra ahora | Acheter maintenant | Acquista ora | Jetzt kaufen | Compre agora | ** ’Shop now’ is preferred for onsite placements as otherwise customers may think they are adding the item to their cart. |
| Shop the collection | コレクションをチェック | Compra la colección | Parcourir la collection | Acquista la collezione | Compre a coleção | Must link to a multi-product landing page such as a Store. | ||
| Shop the range | Compre la gama de producto | Compra la gama de productos | Parcourir la gamme | Acquista la gamma di prodotti | Compre a faixa | Must link to a multi-product landing page such as a Store. | ||
| Pre-order now | 今すぐ予約 予約受付中 ご予約はこちら | Comprar en preventa | Pré-commander maintenant | Pre - ordina ora | Jetzt vorbestellen | Reserve agora | Must link to product page or custom landing page with pre-order option. |
Campaign Type: Branding and Discovery
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Dutch | Landing page experience |
|---|---|---|---|---|---|---|---|---|---|
| Learn more | 詳細はこちら | Aprende más | Descubre más | En savoir plus | Scopri di più | Mehr erfahren | Saiba mais | Leer meer | Landing page must provide information about the product/service; especially more info on any features that have been mentioned in the ad. |
| See more | 詳しくはこちら | Ver más | Ver más | Voir plus | Mehr erfahren | Veja mais | Zie meer | ||
| See details | くわしくはこちら | Ver detalles | Ver detalles | Voir les détails | Scopri dettagli | Mehr Details | Veja detalhes | Zie details | The landing page can feature purchase options and links but primarily it is a branding experience rather than a sales experience. |
| Find out more | Conocer más | Conocer más | En savoir plus | Scopri di più | Erfahren Sie mehr | Descubra mais | |||
| Discover more | Descubre más | Descubre más | Découvrir | Scopri di più | Entdecken Sie mehr | Descubra mais | Ontdek meer | ||
| Get more information | Obtén más información | Obtén más información | Obtenir plus d'informations | Scopri maggiori informazioni | Mehr Informationen | Tenha mais informações |
Campaign Type: Alexa
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing Page Experience |
|---|---|---|---|---|---|---|---|---|
| Get the skill | スキルを入手 スキルをゲット スキルを使う | Consigue la skill | Obtenir la Skill | Ottieni la skill | Skill bekommen | Obtenha a habilidade | Must drive to the skill page. | |
| Get started | はじめる | Empieza ahora | Commencer | Iniziamo | Jetzt starten | Comece | Must drive to the skill page. | |
| Enable the skill | スキルを有効化 | Habilita la skill | Activer la Skill | Abilita la skill | Skill freischalten | Ative a habilidade | Must drive to the skill page. |
Campaign Type: Videos and Trailers
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Dutch | Landing page experience |
|---|---|---|---|---|---|---|---|---|---|
| Own it now (In AU only acceptable for Prime Video) | 今すぐ入手 今すぐ手に入れる | Obténlo ahora | Consíguelo ya | Obtenir maintenant | Ottieni | Jetzt kaufen | Possua agora | Must link to product page for a product that can be delivered instantly, for example a video game digital download. If the landing page offers a physical copy of the title only, the customer will have to wait for delivery therefore they cannot own it “now.” Cannot be used for pre-order campaigns. Cannot be used for digital title that is rental only. | |
| Play video | 再生開始 いますぐ再生* | Reproducir | Reproduce el vídeo | Lancer la vidéo | Riproduci video | Video abspielen | Comece o vídeo | Speel video af | Must drive to video or landing page with video content. “Play video” can only be used if the video is autoplay on the landing page or click-to-play in the ad unit. |
| Watch trailer | 予告編はこちら 予告を見る | Ver trailer | Ver trailer | Regarder la bande annonce | Guarda il trailer | Trailer ansehen | Assista ao trailer | ||
| Watch video | 動画を見る 動画はこちら | Ver video | Ver video | Regarder la vidéo | Guarda il video | Video ansehen | Assista ao vídeo | ||
| Rent now | 今すぐレンタル | Louer maintenant | Noleggia ora | Jetzt ausleihen | Alugue agora | Must link to product page for a product that can be delivered instantly. Use for digital title that is available for rental. |
Campaign Type: Prime Video and Prime Video Channels
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Buy or rent now | 今すぐ購入 or レンタル | Comprar o rentar ahora | Compra / alquila ahora | Acheter ou louer maintenant | Compra o noleggia ora | Jetzt kaufen oder ausleihen | Compre ou alugue agora | Video content is to buy or rent and not included with Prime subscription. |
| Shop episodes | エピソードをチェック | Comprar películas | Compra episodios | Parcourir les épisodes | Acquista episodi | Folgen kaufen | Compre episódios | Video content is to buy or rent and not included with Prime subscription. |
| Shop movies | 動画をチェック | Compra películas | Parcourir les films | Acquista film | Filme kaufen | Compre filmes | Video content is to buy or rent and not included with Prime subscription. | |
| Own it now | 今すぐ入手 | Obténlo ahora | Consíguelo ya | Obtenir maintenant | Ottieni | Jetzt besitzen | Possua agora | Must link to product page for a product that can be delivered instantly, for example a video game digital download. If the landing page offers a physical copy of the title only, the customer will have to wait for delivery therefore they cannot own it “now”. |
| Pre-order now | 今すぐ予約 プレオーダー | Comprar en preventa | Pré-commander maintenant | Pre-ordina adesso | Jetzt vorbestellen | Reserve agora | Must link to the Prime Video page with a pre-order option. | |
| Rent now | 今すぐレンタル レンタルはこちら | Louer maintenant | Noleggia ora | Jetzt ausleihen | Alugue agora | Must link to product page for a product that can be delivered instantly. Use for digital title that is available for rental | ||
| Browse episodes | エピソードを探す | Explorar episodios | Descubre los episodios | Découvrir les épisodes | Sfoglia episodi | Episoden entdecken | Pesquise episódios | Video content is included with Prime and creative uses Prime logo. |
| Browse movies | 動画を探す | Explorar películas | Descubre las películas | Découvrir les flms | Sfoglia film | Filme entdecken | Pesquise filmes | If content is available through Prime Channels, the Prime Channels logo should appear below the CTA and the ad copy must call out that an additional subscription is required. |
| Catch up now | 今すぐイッキ見 | Recupera | Alcance agora | If content is available to buy or rent only and not available through Prime, the ad copy must call out that an upfront cost is involved “for example, “$1 movie night”). | ||||
| Stream all episodes now | すべてのエピソードを再生 | Reproducir todos los episodios | Reproduce ahora los episodios | Lancer maintenant tous les épisodes | Riproduci in streaming tutti gli episodi | Jetzt alle Episoden streamen | Transmita todos os episódios agora | If content is available to buy or rent only and not available through Prime, the ad copy must call out that an upfront cost is involved “for example, “$1 movie night”). |
| Stream episodes | エピソードを再生 | Reproducir episodios | Reproduce los episodios | Lancer les épisodes | Episodi in streaming | Episoden streamen | Transmita episódios | If content is available to buy or rent only and not available through Prime, the ad copy must call out that an upfront cost is involved “for example, “$1 movie night”). |
| Start streaming | ストリーミングを再生 | Reproducir ahora | Reproduce ahora | Lancer maintenant | Inizia streaming | Stream starten | Comece a transmissão | If content is available to buy or rent only and not available through Prime, the ad copy must call out that an upfront cost is involved “for example, “$1 movie night”). |
| Watch now | 今すぐ見る | Ver ahora | Ve ahora | Regarder maintenant | Guarda ora | Jetzt ansehen | Assista agora | If content is available to buy or rent only and not available through Prime, the ad copy must call out that an upfront cost is involved “for example, “$1 movie night”). |
| Watch now on digital | オンラインで今すぐ見る | Regarder maintenant en numérique | Guarda ora in digitale | Jetzt digital ansehen | Assista agora no digital | If content is available to buy or rent only and not available through Prime, the ad copy must call out that an upfront cost is involved “for example, “$1 movie night”). | ||
| Sign-up now | 今すぐ申し込む お申し込みはこちら | Regístrate ahora | Regístrate ahora | S'inscrire maintenant | Registrati adesso | Jetzt registrieren | Inscreva-se agora | For ads directing to Prime/Prime Channels sign-up pages. |
| Register now | 今すぐ登録 登録はこちら | Regístrate ahora | Jetzt registrieren | Registre-se agora | For ads directing to Prime/Prime Channels sign-up pages. | |||
| Subscribe now | 今すぐ購読 購読はこちら | Subscríbete ahora | Subscríbete ahora | Abonnez-vous maintenant | Iscriviti adesso | Jetzt anmelden | Inscreva-se agora | For ads directing to Prime/Prime Channels sign-up pages. |
| Subscribe to watch | 購読はこちら | Abonnez-vous pour regarder | Iscriviti per guardare | Jetzt anmelden um es anzusehen | Inscreva-se para assistir | For ads directing to Prime/Prime Channels sign-up pages. | ||
| Start streaming | ストリーミングを開始 | Stream starten | Comece a transmissão | For ads directing to Amazon Channels options. | ||||
| Stream episodes | エピソードを再生 | Episode streamen | Transmita episódios | For ads directing to Amazon Channels options. | ||||
| Start [X]-day free trial | [X]日間の無料体験スタート | Pruébalo gratis por [X] días | Commencer l'essai gratuit de [X] jours | Inizia la prova gratuita di [X] giorni | Kostenfreie [X]-Tage Phase starten | Comece X dias grátis | Prime Channels logo should appear below the CTA. The ad should contain a “Restrictions apply” disclaimer. The landing page should prominently state full details of the free trial offer. | |
| Download app | アプリをダウンロード | Descárgate la app | Télécharger l'application | Download applicazioni | App herunterladen | Baixe o aplicativo | For ads driving to the Amazon app store. | |
| Download now | 今すぐダウンロード | Descargatelo ahora | Télécharger maintenant | Download adesso | Jetzt herunterladen | Baixe agora | For ads driving to the Amazon app store. | |
| Start streaming | ストリーミングを開始 | Inizia streaming | Stream starten | Comece a transmissão | Should only be used where content is free to stream. | |||
| Subscribe to watch | 購読はこちら | Iscriviti per guardare | Jetzt anmelden um es anzusehen | Inscreva-se para assistir | Should lead to a subscription page featuring the relevant disclaimers. | |||
| Watch with a subscription | 購読して見る | Guarda con abbonamento | Mit Abo ansehen | Assista com uma assinatura | Should lead to a subscription page featuring the relevant disclaimers. | |||
| Watch with the app | アプリで見る | Guarda applicazioni | Mit der App ansehen | Assista com o aplicativo | ||||
| Watch now* | 今すぐ見る | Guarda ora | Jetzt ansehen | Assista agora | * If the ad promotes a general service, live TV, or an original, a Watch now CTA may be used provided the app is free to download and the content is free to watch/stream. A disclaimer is required if customers need to sign up before they can watch/stream. |
Disclaimers can be used when the CTA needs more explanation, such as when a free trial is not applicable to subscribed users or users that already used a trial for that channel in the last year, hence the use of 'Restrictions apply.'
Asterisks should not be used for disclaimers. Placing the disclaimer near the CTA formatted as a legal note will suffice.
Campaign Type: Apps and Mobile App-Based Games
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Download free app | 無料アプリをダウンロード | Descárgalo gratis | Descárgatelo gratis | Télécharger l'application | Download applicazioni gratuite | Gratis App herunterladen | Baixe o aplicativo gratuito | Drives to app/game download page. If app/game must be purchased to download, this must be clear from the ad. |
| Download free game | 無料ゲームをダウンロード | Lorem ipsum... | Download giochi gratuiti | Gratis Spiel herunterladen | Baixe jogo grátis | Drives to app/game download page. If app/game must be purchased to download, this must be clear from the ad. | ||
| Get free app | 無料アプリをゲット | Obténlo gratis | Consíguelo gratis | Obtenir gratuitement l'application | Ottieni applicazioni gratuita | Holen Sie sich die Gratis App | Obtenha aplicativo grátis | If app requires a subscription or in-app purchases this must be called out in the ad copy/disclosure. |
| Get free game | 無料ゲームをゲット | Obtenir gratuitement le jeu | Ottieni giochi gratuiti | Holen Sie sich das Gratis Spiel | Obtenha jogo grátis | If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. | ||
| Download now | 今すぐダウンロード | Descárgalo ahora | Descárgatelo ahora | Télécharger maintenant | Download adesso | Jetzt herunterladen | Baixe agora | If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. |
| Download the app | アプリをダウンロード | Descárgalo | Descárgatelo | Télécharger l'application | Download app | App herunterladen | Baixe o aplicativo | If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. |
| Download the game | ゲームをダウンロード | Descárgate el juego | Télécharger le jeu | Download giochi | Spiel herunterladen | Baixe o jogo | If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. | |
| Get app | アプリをゲット | Obtén la aplicación | Consigue la app | Obtenir l'application | Ottieni applicazione | Holen Sie sich die App | Obtenha o aplicativo | If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. |
| Play now | 今すぐプレイ | Reproducir | Reproducir | Jouer maintenant | Gioca adesso | Jetzt abspielen | Jogue agora / Assista agora | Not acceptable CTA for desktop ads. |
| Play free / Play it for free | 無料でプレイ 体験プレイはこちら | Reproducir gratis | Reproduce gratis | Jouer gratuitement | Gioca gratis | Jetzt kostenlos abspielen | Jogue grátis / Jogue de graça | Drives to app/game download page. App/game must be free to download and use/play. If the app requires a subscription this must be called out in the ad copy/disclosure. If the app offers in-app purchases, this must be disclosed on the landing page. If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. |
Campaign Type: Trial Periods
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Try it now | 今すぐお試し | Pruébalo ahora | Pruébalo ahora | Essayer maintenant | Prova adesso | Jetzt ausprobieren | Teste agora | Suitable for free trials of instantly available services. Ad must state “T&Cs apply,” and full T&Cs should be on LP. |
| Sign up for free trial | 無料トライアルに登録 | Regístrate para una prueba gratuita | Regístrate para una prueba gratuita | S'inscrire pour un essai gratuit | Iscriviti per la prova gratuita | Jetzt zur Gratisprobe anmelden | Assine para teste gratuito | Suitable for other free trials (i.e. that are not instantly available). Ad must state “T&Cs apply,” and full T&Cs should be on LP. |
| Order your free trial | Ordena tu prueba gratis | Solicita tu prueba gratis | Commander votre essai gratuit | Ordina la tua prova gratuita | Jetzt Gratisprobe bestellen | Encomende seu teste gratuito | Suitable for other free trials (i.e. that are not instantly available). Ad must state “T&Cs apply,” and full T&Cs should be on LP. | |
| Start free trial | 無料トライアルを開始 | Empieza la prueba gratuita | Empieza la prueba gratuita | Commencer votre essai gratuit | Inizia la prova gratuita | Gratisprobe jetzt starten | Começar teste gratuito | Suitable for other free trials (i.e. that are not instantly available). Ad must state “T&Cs apply," and full T&Cs should be on LP. |
| Try it free | 無料でお試し 無料登録 | Pruébalo gratis | Pruébalo gratis | Essayer gratuitement | Provalo GRATIS | Jetzt kostenlos ausprobieren | Teste grátis | Can be used for any free trial period offer or free sample offer. Ad must state “T&Cs apply”, and full T&Cs should be on LP. |
Campaign Type: Subscriptions
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Subscribe now | 今すぐ購読 | Subscríbete ahora | Subscríbete ahora | S'abonner maintenant | Iscriviti ora | Jetzt anmelden | Assine agora | Sign-up option must be prominent on the landing page. |
| Join now | 今すぐ参加 | Únete ahora | Únete ahora | Rejoindre maintenant | Iscriviti adesso | Jetzt beitreten | Entre agora | Sign-up option must be prominent on the landing page. |
| Sign-up now | 今すぐ登録 | Regístrate ahora | S'inscrire maintenant | Iscriviti ora | Jetzt anmelden | Assine agora | Sign-up option must be prominent on the landing page. | |
| Join now for free | 今すぐ登録 | Únete ahora gratis | Únete ahora gratis | Rejoindre maintenant gratuitement | Iscriviti adesso gratuitamente | Jetzt kostenlos beitreten | Entre grátis agora | Sign-up option must be prominent on the landing page and service must be free. If a subscription is required to use some elements of the service, this must be made clear on the LP. Ad must state “T&Cs apply”, and full T&Cs should be on LP. |
Campaign Type: Books and Music
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Buy the book | この本を購入 | Compra el libro | Acheter le livre | Acquista il libro | Das Buch kaufen | Compre o livro | For ads driving to landing pages with kindle book versions available. | |
| Read now | 今すぐ読む | Leer ahora | Lee ahora | Lire maintenant | Leggi ora | Jetzt lesen | Leia agora | For ads driving to landing pages with kindle book versions available. |
| Download album | アルバムをダウンロード | Descargar el álbum | Descarga el álbum | Télécharger l'album | Download album | Album herunterladen | Baixe o álbum | Can be used for Prime or non-Prime music titles where downloading is an option on the landing page. Ad must make clear if a cost is involved to download. |
| Listen now | 今すぐ聞く | Escuchar ahora | Escucha ahora | Écouter maintenant | Ascolta ora | Jetzt anhören | Ouça agora | For ads driving to Prime music, Amazon Music, or audio book landing pages. This CTA cannot be used for non-Prime music content. |
Campaign Type: Other
| English | Japanese | Spanish (MX) | Spanish (ES) | French | Italian | German | Portuguese (BR) | Landing page experience |
|---|---|---|---|---|---|---|---|---|
| Book now | 今すぐ予約 | Réserver maintenant | Prenota adesso | Jetzt buchen | Agende agora | Can be used for the travel category, such as airlines, cruise lines, hotels. | ||
| Explore [car brand/model] | [自動車ブランド/モデル]を探す | Découvrir | Esplora | [car/brand] entdecken | Explore | Can be used for auto campaigns. | ||
| Explore now | 今すぐ探す | Descubre ahora | Découvrir maintenant | Esplora adesso | Jetzt entdecken | Explore agora | Can be used for auto campaigns. | |
| Explore offers | 特典を探す | Descubre las ofertas | Découvrir les offres | Esplora le offerte | Angebote entdecken | Explore ofertas | Can be used for auto campaigns. | |
| Locate a dealer | お店を探す | Trouver un revendeur | Trova un rivenditore | Anbieter suchen | Localize um revendedor | Can be used for auto campaigns. | ||
| Apply now | 今すぐ申し込む 申し込みはこちら 応募はこちら | Aplica ya | Aplica ahora | Appliquer maintenant | Applica ora | Jetzt anwenden | Aplique agora | Should link out to external landing page or custom landing page with a sign-up option, or quotation tool. Ad must state “T&Cs apply” and full terms and conditions should be on landing page. |
| Get quote or Start quote | お見積もりはこちら 見積もりを依頼 | Consigue una cotización | Obtenir un devis ou commencer un devis | Richiedi preventivo o Inizia preventivo | Angebot einholen | Obter cotaçao ou Iniciar cotação | Should link out to external landing page or custom landing page with a sign-up option, or quotation tool. Ad must state “T&Cs apply” and full terms and conditions should be on landing page. | |
| Sign up now | 今すぐ登録 | Regístrate ahora | Regístrate ahora | S'inscrire maintenant | Iscriviti adesso | Jetzt registrieren | Assine agora | Should link out to external landing page or custom landing page with a sign-up option, or quotation tool. Ad must state “T&Cs apply” and full terms and conditions should be on landing page. |
| Donate now | 今すぐ寄付する 寄付はこちら | Done ahora | Dona ahora | Faire un don maintenant | Dona ora | Jetzt spenden | Doe agora | Suitable for charity ads linking out to external landing pages. |
| Donate today | Dona hoy | Faire un don aujourd'hui | Dona oggi | Heute spenden | Doe hoje | Suitable for charity ads linking out to external landing pages. |