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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Add to cart

Add to basket
カートに入れるAgregar al carritoAñadir a la cestaAjouter au panierAggiungi al carrelloIn den EinkaufswageneCommerce Add to Cart/Basket ads only
Clip couponクーポンをもらうBon de réductionCouponeCommerce Coupon ad only
Buy now今すぐ購入

こちらで購入

購入はこちら
Compra ahoraAcheter maintenantAcquista oraJetzt kaufenMust 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 billetsAcquista ticketTickets kaufenEU 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 billetsOttieni ticketTickets erhalten
Shop now at Amazon.[TLD]*Amazon.co.jp で今すぐチェックComprar ahora en Amazon.com.mxCompra ahoraAcheter maintenant sur Amazon.frAcquista ora in Amazon.itJetzt bei Amazon.de kaufen* offsite use only
Shop now**今すぐチェックComprar ahoraCompra ahoraAcheter maintenantAcquista oraJetzt kaufen** ’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 colecciónParcourir la collectionAcquista la collezioneMust link to a multi-product landing page such as a Store.
Shop the rangeCompre la gama de productoCompra la gama de productosParcourir la gammeAcquista la gamma di prodottiMust 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 preventaPré-commander maintenantPre - ordina oraJetzt vorbestellenMust link to product page or custom landing page with pre-order option.
Campaign Type: Branding and Discovery
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Learn more詳細はこちらAprende másDescubre másEn savoir plusScopri di piùMehr erfahrenLanding 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 másVer másVoir plusMehr erfahren
See detailsくわしくはこちらVer detallesVer detallesVoir les détailsScopri dettagliMehr DetailsThe landing page can feature purchase options and links but primarily it is a branding experience rather than a sales experience.
Find out moreConocer másConocer másEn savoir plusScopri di piùErfahren Sie mehr
Discover moreDescubre másDescubre másDécouvrirScopri di piùEntdecken Sie mehr
Get more informationObtén más informaciónObtén más informaciónObtenir plus d'informationsScopri maggiori informazioniMehr Informationen
Campaign Type: Alexa
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding 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 skillObtenir la SkillOttieni la skillSkill bekommenMust drive to the skill page.
Get startedはじめるEmpieza ahoraCommencerIniziamoJetzt startenMust drive to the skill page.
Enable the skillスキルを有効化Habilita la skillActiver la SkillAbilita la skillSkill freischaltenMust drive to the skill page.
Campaign Type: Videos and Trailers
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding 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 ahoraConsíguelo yaObtenir maintenantOttieniJetzt kaufenMust 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*
ReproducirReproduce el vídeoLancer la vidéoRiproduci videoVideo abspielenMust 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 trailerVer trailerRegarder la bande annonceGuarda il trailerTrailer ansehen
Watch video動画を見る

動画はこちら
Ver videoVer videoRegarder la vidéoGuarda il videoVideo ansehen
Rent now今すぐレンタルLouer maintenantNoleggia oraJetzt ausleihenMust 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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Buy or rent now今すぐ購入 or レンタルComprar o rentar ahoraCompra / alquila ahoraAcheter ou louer maintenantCompra o noleggia oraJetzt kaufen oder ausleihenVideo 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 películasCompra episodiosParcourir les épisodesAcquista episodiFolgen kaufenVideo content is to buy or rent and not included with Prime subscription.
Shop movies動画をチェックCompra películasParcourir les filmsAcquista filmFilme kaufenVideo content is to buy or rent and not included with Prime subscription.
Own it now今すぐ入手Obténlo ahoraConsíguelo yaObtenir maintenantOttieniJetzt besitzenMust 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.
Pre-order now今すぐ予約

プレオーダー
Comprar en preventaPré-commander maintenantPre-ordina adessoJetzt vorbestellenMust 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 maintenantNoleggia oraJetzt ausleihenMust 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 episodiosDescubre los episodiosDécouvrir les épisodesSfoglia episodiEpisoden entdeckenVideo content is included with Prime and creative uses Prime logo.
Browse movies動画を探すExplorar películasDescubre las películasDécouvrir les flmsSfoglia filmFilme entdeckenIf 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RecuperaIf 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 episodiosReproduce ahora los episodiosLancer maintenant tous les épisodesRiproduci in streaming tutti gli episodiJetzt alle Episoden streamenIf 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 episodiosReproduce los episodiosLancer les épisodesEpisodi in streamingEpisoden streamenIf 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 ahoraReproduce ahoraLancer maintenantInizia streamingStream startenIf 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 ahoraVe ahoraRegarder maintenantGuarda oraJetzt ansehenIf 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 numériqueGuarda ora in digitaleJetzt digital ansehenIf 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 ahoraRegístrate ahoraS'inscrire maintenantRegistrati adessoJetzt registrierenFor ads directing to Prime/Prime Channels sign-up pages.
Register now今すぐ登録

登録はこちら
Regístrate ahoraJetzt registrierenFor ads directing to Prime/Prime Channels sign-up pages.
Subscribe now今すぐ購読

購読はこちら
Subscríbete ahoraSubscríbete ahoraAbonnez-vous maintenantIscriviti adessoJetzt anmeldenFor ads directing to Prime/Prime Channels sign-up pages.
Subscribe to watch購読はこちらAbonnez-vous pour regarderIscriviti per guardareJetzt anmelden um es anzusehenFor ads directing to Prime/Prime Channels sign-up pages.
Start streamingストリーミングを開始Stream startenFor ads directing to Amazon Channels options.
Stream episodesエピソードを再生Episode streamenFor 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] díasCommencer l'essai gratuit de [X] joursInizia la prova gratuita di [X] giorniKostenfreie [X]-Tage Phase startenPrime 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 appTélécharger l'applicationDownload applicazioniApp herunterladenFor ads driving to the Amazon app store.
Download now今すぐダウンロードDescargatelo ahoraTélécharger maintenantDownload adessoJetzt herunterladenFor ads driving to the Amazon app store.
Start streamingストリーミングを開始Inizia streamingStream startenShould only be used where content is free to stream.
Subscribe to watch購読はこちらIscriviti per guardareJetzt anmelden um es anzusehenShould lead to a subscription page featuring the relevant disclaimers.
Watch with a subscription購読して見るGuarda con abbonamentoMit Abo ansehenShould lead to a subscription page featuring the relevant disclaimers.
Watch with the appアプリで見るGuarda applicazioniMit der App ansehen
Watch now*今すぐ見るGuarda oraJetzt ansehen* 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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Download free app無料アプリをダウンロードDescárgalo gratisDescárgatelo gratisTélécharger l'applicationDownload applicazioni gratuiteGratis App herunterladenDrives 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 gratuitiGratis Spiel herunterladenDrives 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 gratisConsíguelo gratisObtenir gratuitement l'applicationOttieni applicazioni gratuitaHolen Sie sich die Gratis AppIf 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 jeuOttieni giochi gratuitiHolen Sie sich das Gratis SpielIf 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 ahoraDescárgatelo ahoraTélécharger maintenantDownload adessoJetzt herunterladenIf 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DescárgaloDescárgateloTélécharger l'applicationDownload appApp herunterladenIf 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 juegoTélécharger le jeuDownload giochiSpiel herunterladenIf 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 aplicaciónConsigue la appObtenir l'applicationOttieni applicazioneHolen Sie sich die AppLIf an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure.orem ipsum...
Play now今すぐプレイReproducirReproducirJouer maintenantGioca adessoJetzt abspielenNot 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 gratisReproduce gratisJouer gratuitementGioca gratisJetzt kostenlos abspielenDrives 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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Try it now今すぐお試しPruébalo ahoraPruébalo ahoraEssayer maintenantProva adessoJetzt ausprobierenSuitable 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 gratuitaRegístrate para una prueba gratuitaS'inscrire pour un essai gratuitIscriviti per la prova gratuitaJetzt zur Gratisprobe anmeldenSuitable 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 trialOrdena tu prueba gratisSolicita tu prueba gratisCommander votre essai gratuitOrdina la tua prova gratuitaJetzt Gratisprobe bestellenSuitable 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 gratuitaEmpieza la prueba gratuitaCommencer votre essai gratuitInizia la prova gratuitaGratisprobe jetzt startenSuitable 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 gratisPruébalo gratisEssayer gratuitementProvalo GRATISJetzt kostenlos ausprobierenCan 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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Subscribe now今すぐ購読Subscríbete ahoraSubscríbete ahoraS'abonner maintenantIscriviti oraJetzt anmeldenSign-up option must be prominent on the landing page.
Join now今すぐ参加Únete ahoraÚnete ahoraRejoindre maintenantIscriviti adessoJetzt beitretenSign-up option must be prominent on the landing page.
Sign-up now今すぐ登録Regístrate ahoraS'inscrire maintenantIscriviti oraJetzt anmeldenSign-up option must be prominent on the landing page.
Join now for free今すぐ登録Únete ahora gratisÚnete ahora gratisRejoindre maintenant gratuitementIscriviti adesso gratuitamenteJetzt kostenlos beitretenJetzt kostenlos beitreten 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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Buy the bookこの本を購入Compra el libroAcheter le livreAcquista il libroDas Buch kaufenFor ads driving to landing pages with kindle book versions available.
Read now今すぐ読むLeer ahoraLee ahoraLire maintenantLeggi oraJetzt lesenFor 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 álbumDescarga el álbumTélécharger l'albumDownload albumAlbum herunterladenCan 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 ahoraEscucha ahoraÉcouter maintenantAscolta oraJetzt anhörenFor 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
EnglishJapaneseSpanish (MX)Spanish (ES)FrenchItalianGermanLanding Page Experience
Book now今すぐ予約Réserver maintenantPrenota adessoJetzt buchenCan 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DécouvrirEsplora[car/brand] entdeckenCan be used for auto campaigns.
Explore now今すぐ探すDescubre ahoraDécouvrir maintenantEsplora adessoJetzt entdeckenCan be used for auto campaigns.
Explore offers特典を探すDescubre las ofertasDécouvrir les offresEsplora le offerteAngebote entdeckenCan be used for auto campaigns.
Locate a dealerお店を探すTrouver un revendeurTrova un rivenditoreAnbieter suchenCan 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 yaAplica ahoraAppliquer maintenantApplica oraJetzt anwendenShould 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 cotizaciónObtenir un devis ou commencer un devisRichiedi preventivo o Inizia preventivoAngebot einholenShould 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 ahoraRegístrate ahoraS'inscrire maintenantIscriviti adessoJetzt registrierenShould 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 ahoraDona ahoraFaire un don maintenantDona oraJetzt spendenSuitable for charity ads linking out to external landing pages.
Donate todayDona hoyFaire un don aujourd'huiDona oggiHeute spendenSuitable for charity ads linking out to external landing pages.