Amazon Ads 3P (third-party) Supply Policies

Ads must:

• Identify the advertiser, either by including their logo or a text brand name
• Ads that offer “free” products or services or promote special offers that are dependent on a purchase (for example, a free case with the purchase of a mobile phone) must indicate that “terms and conditions apply.” The terms and conditions, or a link to terms and conditions, must be clearly and conspicuously presented in the ad close to the offer. The landing page must prominently present the offer advertised.

Ads must not:

• Contain ad copy that acknowledges or implies the targeting criteria used for the campaign
• Contain discriminatory or offensive language
• Contain low-quality images that are blurry or distorted, low-resolution, pixelated, smudged or stretched
• Contain pop-ups or pop-unders
• Contain “exit strategies,” such as asking the customers to confirm multiple times if they are sure about closing the page
• Contain misspellings and grammatical errors
• Contain emotionally exploitative language
• Use scare tactics such as "don't wait until it is too late", "know your baby is OK", and "every second counts"
• Contain sexually suggestive language or double entendre, including when the meaning is obfuscated but clear (for example, “f#@k” or “Soft AF”)

Disclosures must be:

• Accurate
• Legible to the average customer (both in size and with text sufficiently contrasted with the background color of the ad to be distinct) and running horizontally
• Understandable to the average customer (for example, only abbreviations that are common and well understood are permitted)

Ad copy must be:

• Accurate
• Legible to the average customer (both in size and with text sufficiently contrasted with the background color of the ad to be distinct)
• Understandable to the average customer (for example, only abbreviations that are common and well understood are permitted)
• In the primary language of the site on which they appear

Ad Copy that indicates product or service performance, pricing or other objective claims, or that makes a commitment to the customer are included at the discretion of the advertiser. Ad content like the below are therefore advertiser managed or moderated reactively:

• Pricing: Accurate product or service pricing, sales promotion terms and conditions and dates
• Seasonal Events* and start/end campaign dates, including content related to seasonal/annual events such as Valentines Day, Christmas, Hanukkah
• Claims: Non healthcare** claims related to efficacy, awards, performance

*All Amazon High Traffic Events (HTE) must follow the HTE policies

**All higher-risk claims related to healthcare must be substantiated. Please see Health and Personal Care

• For all placements globally the maximum animation time is 30 seconds.
• Please see the DSP mobile app banner ads specs, for supported animated ads on those placements.

• Video stream length
• Standard IAB Ad unit: up to 15 seconds.
• Amazon DSP video: at least 5 seconds.
• Video must contain audio and audio must be customer-initiated on click or tap (meaning that the ad must begin muted).
• The use of rollovers to initiate audio is prohibited.
• When audio is switched on by the customer, a mute button is required

• Maximum video stream length and audio served in conjunction with a video stream: 3 minutes.

• Link to a page with the same security level as the page the ad appears on
• Legal disclosures must be clearly legible in size and contrast with the background color. See Mobile Style Guide for minimum font size per placement.
• Legal disclosures must be no larger than 20% of the ad unit height.

Video specs and resolution

• Streaming TV ads require a 16:9 aspect ratio with a recommended bit rate of 8mbps.
• The majority of the visual space of the ad must be full screen movement with multiple points of motion (for example: animated products, vertical videos, moving text). Placing a separate motion or movement overlay on top of a static image, akin to simplistic animation in a presentation deck, does not meet the quality bar.
• Video ads must be in high resolution
• Video ads with a bit rate of less than 4mbps cannot be accepted.
• Videos with third party watermarks are not permitted.

The pillarbox/letterbox effects occur when black bars (or masking) are placed on the sides of the image and/or when the original video asset is shrunk and placed in the middle of the widescreen frame. Video ads may contain either pillarbox or letterbox formatting, but not both.

• Video ads must include the brand name and logo on screen for at least 3s
• Video ads must include a voiceover (VO) and/or on-screen text
• Videos that contain blurry, unclear, or unrecognizable visuals cannot be approved
• Disclosures must be legible to the average customer viewing on a larger screen
• To be consistent with the surrounding video content and ensure that customers can understand the ad, all graphic and textual content must be clear to the average customer

• Video content that may trigger photosensitive epileptic seizures cannot be accepted.
• No ad (irrespective of when it is shown) may include images of very brief duration, or include any other technique, that would constitute subliminal advertising.
  Non-Entertainment video ads cannot contain pixilation, glitches, or other effects that may let customers think their streaming device or internet connection is failing

We strongly recommend the use of interactive video ads (IVA) for all non-Prime Video ads streaming TV campaigns, which incorporates both remote and QR code functionality. Advertiser submitted QR codes will be reviewed on a case-by-case basis for Prime Video Ads and other streaming TV campaigns.

Interactive ad elements must:

• Be displayed for a minimum of 10 consecutive seconds.
• Drive to an app or a page that complies with Amazon specs and policies set to protect mobile users. Ensure the content being advertised matches the landing page and maintains customer safety.
• QR codes that drive to a website must link to a mobile-optimised page.
• Drive to a site or mobile app/app store compatible with the smartphone.

Interactive ad elements must not:

• Obstruct text or primary content that may help customers make an informed decision.
• Obstruct any disclaimers, disclosures, claims, product information, rating information.
• Obstruct entire visuals of the primary product shot or primary logo being advertised.
• Primary is defined as a feature image showcasing the product that enables the viewer to attribute the ad to a specific product.

Partial logo and product coverage is permitted when:

• Multiple products are in the frame and only a portion of the product is covered
• Attribution has been clearly understood by the viewer in primary product shot logo, enabling the secondary shot to have partial coverage.
• The user has taken an action on the IVA and therefore shown intent
• Please note that this is product-specific - any disclaimers, disclosures, claims, product information, rating information still cannot be covered.

• Streaming TV ads require 2 audio channels and a minimum bit rate of 192kbps.
• Poor video quality and low-resolution ads with a bit rate of less than 4mbps cannot be accepted.

• Ads can be engaging but we recommend not featuring elements that may disrupt the customer experience.
• Ads cannot be louder than the video content they run next to.

Please see the:

Display Ad Alcohol Policies
Streaming TV Alcohol Policies

Please see the:

Display ad Financial Services Policies
Streaming TV Financial Products and Services Policies

Please see the:

Display ad Financial Services Policies
Streaming TV Financial Products and Services Policies

Please see the:

Display ad Gambling Product and Services Policies
Streaming TV Gambling and Casinos Policies

Please refer to:

Display Ad Prescription (Rx), over-the-counter (OTC), supplements and medical devices policies
Streaming TV Pharmaceutical, medical and healthcare (Rx and OTC) Policies

Ads must not:

• Promote specific dwellings, apartments, or buildings. Real estate services may be promoted.

Ads must not:

• Be designed to appeal in an overly sexualized way. Examples: models posed with legs spread, the touching of covered intimate areas, or poses mimicking sexual positions.
• Include full or partial nudity of intimate body parts. Examples: visible intimate body parts such as genitals, female breasts - not including breastfeeding - and buttocks.