Alexa Home Screen

Alexa Home Screen display ads are static full-screen images in rotation on Amazon Echo Show devices. Ads will display during ambient use and be in rotation with other content such as weather, recipes, sports, and news.

Experience overview

Customers are able to interact with the ad by:

  1. Tapping/saying “Alexa, watch trailer” or “Alexa, play video”
    • “Watch trailer” is used for trailer videos whereas “play video” is used for other types of video content such as commercials.
    • Video plays full-screen on the Echo Show device. Once the video completes, customers are returned to the static ad and the full-screen images resume rotation.
    • For single title creative driving to a subscription sign-up, "Alexa, play video" will open a subscription sign-up page and video playback begins after the customer subscribes (see example).
  2. Tapping/saying “Alexa, show more"
    • Opens the product detail page on the Echo Show device where customers can learn about the product, buy, or add to cart (see example).
    • Customers can tap the back arrow or say "Alexa, go back" to return to the static ad and the full-screen images resume rotation.
  3. Tapping/saying “Alexa, subscribe"
    • Opens the subscription sign-up page for the Prime Video Channel provider being advertised (see example).
Video ads on different devices

Example video with ad on device

Creative guidelines

Creative components

Alexa Home Screen ads require two custom image components: a logo image, and a background image. A translucent overlay will be applied to the background image automatically, dimming the left half, top edge, and bottom edge of the image for more contrast between the creative’s background image and logo image.

A video is required for "watch trailer"/"play video" campaigns and must be appropriate for all ages. Videos with excessive violence, or mature language or themes will not be accepted. Recommended length: 60 second or shorter.

A product ASIN is required for "show more" campaigns that drive to the product detail page.

UI components including the overlay, device elements, and CTA hint cannot be modified.

creative components graphic

Asset specifications

Image componentRaw asset requirement*Final file requirement
Background image Dimension: 1920 x 1080px or bigger
Format: PSD (High-quality and layered)
Dimension: 1920 x 1080px
Max file weight: 450kb
Format: JPG
Logo imageDimension: 700 x 350px or bigger
Format: PSD (High-quality and layered),
AI, EPS or SVG
Dimension: 700 x 350px
Max file weight: 450kb
Format: PNG
Video componentDimensionsMax. File WeightFormatDuration
Video**1280 x 720px or larger (16:9 aspect ratio)500mbMP4, M4V, MOV, MPEG6s minimum to 3 minutes max (60s recommended)

* Raw assets are mandatory. See our full Asset Checklist.
** Video is not requried for "show more" campaigns which drive to the product detail page.

Background images

Due to device interface overlays, do not place key elements at the top of the image. Keep important elements on the right side of the image. The most important elements (e.g. the face of a key character) should stay inside the green face safe area so they do get covered by any overlays or text. Elements in the light blue area may be blocked or partially blocked by text on smaller devices.

Safe zone

background image safe zone
background image without overlay

Without overlay

background image with overlay

With overlay

Final file requirements

Dimensions: 1920 x 1080px
Format: JPEG
Maximum file size: 450KB

Guidelines

  • Background image should look clear at its full size of 1920 x 1080px; do not use upscaled images.
  • Disclaimers, legal text, or content ratings are not permitted in the background image and should be placed within the logo image.
  • For single title and non-entertainment creatives: Logos or ad copy are not permitted in the background image and should be placed within the logo image.
  • For multi-title creative: Content title text and logos are allowed in the background image provided they meet font size and safe zone guidelines
  • Imagery should be engaging, enticing customers with key characters of the content or exciting elements from the product.
  • Product focused creative must use an engaging, in-context lifestyle image that showcases the product or brand. Product images on plain backgrounds will not be accepted.
  • Ensure that the focal point (e.g. key subjects, character heads, product being promoted) of a background image is inside the green safe zone.
  • Ensure that there is sufficient open space to the left side of the background image, which is where the logo image overlays.
  • Fill the safe zone with the key subject of the background image as much as possible. Make sure that the composition looks balanced; avoid key subjects that are cut-off, and very large faces.
  • Don’t use imagery with a predominantly white or light background as this doesn’t contrast well with white text.
  • Don’t use high-contrast patterns. A contrast ratio of 5:1 or lower is strongly recommended.
  • Don’t include graphical elements that break up the left side of the creative and separate the logo image from the call-to-action Alexa hint text.
  • Don’t include the translucent overlay when exporting the background image.
  • ✔ Do:
    approved image – comicstaan

    ✘ Do not:
    not approved – cut-off, low contrast

    Avoid key subjects that are cut-off and ensure sufficient contrast between the background and logo image.

    ✔ Do:
    approved image – absentia

    The key subject fills the safe zone and looks balanced on all device sizes.

    ✘ Do not:
    not approved – too small

    The key subject is too small, particularly on smaller devices.

    ✔ Do:
    approved image – goliath

    The key subject fills the safe zone and looks balanced on all device sizes.

    ✘ Do not:
    not approved – too large

    The face is too big and will be cut off on certain device sizes.

    ✔ Do:
    approved image – ordeal by innocence

    The key subject has an interesting shape that engages customers.

    ✘ Do not:
    not-approved – cut-off

    The key subject appears cut-off. The creative looks unfinished.

    ✔ Do:
    approved image – the expanse

    The background image is full-bleed, providing customers more context of the content.

    ✘ Do not:
    not-approved – hard edge

    The background image is cropped by the black frame.

    ✔ Do:
    approved image – troop zero

    Fill the safe zone with the key subject of the background image as much as possible.

    ✘ Do not:
    not-approved – too small

    The key subjects are too small to be seen clearly within the background image.

    ✔ Do:
    approved image – electric dreams
    ✘ Do not:
    not-approved – poor contrast

    Don’t use high-contrast patterns. A contrast ratio of 5:1 or lower is strongly recommended.

    ✔ Do:
    approved – graphical separation
    ✘ Do not:
    not-approved – graphical separation

    Don’t include graphical elements that break up the left side of the creative and separate the logo image from the call-to-action Alexa hint text.

Logo images (entertainment)

logo image space on device screens

Examples

Logo examples

A logo image for entertainment campaigns contains the following elements:

Logo example – elements
#Logo image elementsWhat does it mean?Limitations
1Logo(s)A content tile logo, a brand logo, or a content provider logo.Content title logos must have the highest visual priority.
2Ad copy
(optional)
CTA supporting text, brand tagline, additional ad copy, or a disclosure.Up to 4 words for CTA text. (Streaming service/app name count as one word. E.g. IMDb TV, Prime Video, or Freetime
Unlimited.)

Up to 8 words in total.
(Exclude disclosure. Word count doesn't apply to logos or rating labels.)

Up to 2 words for disclosure text.
3Content rating label
(if applicable)
The rating of the content title being advertised.Required for content rated for 12/13 years and older.

Logo guidelines (entertainment)

  • The logo image should look clear at its full width of 700px; don't use an upscaled logo image.
  • Keep the logo lockup left-aligned or center-aligned, and vertically centered.
  • A content title logo should have the highest visual priority when compared to other logo elements. For example, the content title logo is in a brighter color or bigger size than other logos and text.
  • All logos must be legible: the primary text of a logo should be at least 42 pt (Arial regular or equivalent size). Otherwise, the smallest text of a logo should be at least 30 pt.
  • The logo image must contrast well with the background image; a minimum of 3:1 contrast ratio is required.
  • Don’t duplicate logos or text copy.
  • A trademark symbol is strongly discouraged and will be removed by default.

Ad Copy (entertainment)

  • Ad copy should be clear, direct, accurate, and understandable to the average customer.
  • Avoid end punctuation.
  • All text should be at least 30 pt (Arial regular or equivalent size).
  • Do not include “fine print,” copyright statements, or legal symbols.
  • Ad copy must:
    • Communicate the action that the customer is expected to take.
    • Start with a verb.
    • Be at least 30 pt.
    • Limited to 8 words or less.
    • Not be used to message an offer (e.g. “Save $5”).
  • Disclaimer text
    • Subscription required – If the content promoted requires an additional paid subscription beyond a Prime Video subscription, this must be made explicit in the creative by one of the following methods:
      • Within the ad copy text: “Watch with a subscription”, “Subscribe to watch”, etc.
      • As legal text within the creative: “Subscription required”, etc.
      • Within the ad copy text plus legal text: “Watch with 7-day free trial” plus additional legal text “Restrictions apply”, etc.
    • Rent/Buy – If the content promoted requires payment to rent/buy/purchase the piece of content, this must be made explicit in the creative.
      • Within the Call-to-Action text: “Buy or Rent on Prime Video”, “Available to Rent”, “Available to Buy”, “Own it today”, “Stream with Purchase”, “Prime Member Deal”, “Watch now [+ Prime Video Cinema logo lockup]”, etc.

All ad copy (including disclosures) in Alexa Home Screen creatives must meet creative acceptance policies when applicable.

Logo images (non-entertainment)

logo image space on device screens

A logo image for non-entertainment campaigns contains the following elements:

Logo example – elements
#Logo image elementsWhat does it mean?Limitations
1Brand LogoLogo from the brand promoting the product or service.Must be white or light color for sufficient contrast against the background image. A minimum of 3:1 contrast ratio is required.
2HeadlineHeadline text promoting the product or service.40 characters maximum
3DescriptionDescription of the product or service being promoted. Text may be similar to the product title taken from product detail pages.60 characters max (must include product name)

Logo guidelines (non-entertainment)

  • The logo image should look clear at its full width of 700px; don't use an up-scaled logo image.
  • Keep the logo lockup left-aligned or center-aligned, and vertically centered.
  • The brand logo asset must be a minimum 400 px wide by 130px tall. Designer will scale down the brand logo to fit within the logo image block.
  • The brand logo must be legible: the primary text of a logo should be at least 38 pt (Arial regular or equivalent size). Otherwise, the smallest text of a logo should be at least 20 pt.
  • The logo image must contrast well with the background image; a minimum of 3:1 contrast ratio is required.
  • A trademark symbol is strongly discouraged and will be removed by default.

Ad Copy (non-entertainment)

  • Headline and description text should be clear, direct, accurate, and understandable to the average customer.
  • Avoid end punctuation.
  • All text should be at least 30 pt (Arial regular or equivalent size).
  • Do not include “fine print,” copyright statements, or legal symbols.
  • Amazon Ember Heavy is the default font for Headline text and Amazon Ember Regular is the default font for description text. These may be substituted for an advertiser’s preferred brand font provided character count and font size requirements are followed.

Call-to-action hint text

  1. Non-entertainment ads that link to a video must use the “play video” CTA hint (e.g. Try “Alexa, play video”)
  2. Play Video example
  3. Ads linking to a product detail page must use the “show more” CTA hint (e.g. Try “Alexa, show more”)
  4. Show more example

Subscription sign-up

  • Prime Video Channel providers can choose to link directly to Amazon's subscription sign-up page.
  • The subscription sign-up page content will vary based on which provider is being promoted, and whether the customer is already subscribed to Prime.
  • After a customer taps the Subscribe button and completes the sign-up flow, they are automatically subscribed to the service.
  • A pop over message appears for a moment, indicating the customer is now subscribed to that Prime Video Channel.

Single title subscription

Subscription single title
  • "Subscription required" or similar language must be included in the logo image (disclaimer text).
  • Once the subscription flow process is completed, the video title will automatically start playing.

Multi-title subscription

Subscription multi-title
  • For multi-title creatives (creatives that promote more than 1 piece of content), "subscription required" text is not needed since the CTA "Alexa, subscribe" will be shown on screen.
  • Once the subscription flow process is completed, the customer will be taken to the Channel home page where they can choose which piece of content they'd like to watch.

Multi-title guidelines

Multi-title app forward

App forward

Multi-title content forward

Content forward

  • Multi-title creative can be either App forward (showing an app’s breadth and depth of service) or content forward (showing specific content within the content provider’s service).
  • Content title text or logos should be placed within the green safe zone. If titles are outside of the safe zone, ensure there is no overlap between content title text and the logo image.
  • The content title text must be at least 30 pt (Arial regular or equivalent size).
  • Full requirements for multi-title creative can be found here.

Content rating labels

A content rating label is required for content rated for 12/13 years and older and must be placed within the logo image.

logo image with content rating label

Guidelines

  • Use the content rating labels provided in the PSD template.
  • Ensure that content rating labels are legible. For example, adjust the background image or the color of the rating label when necessary.
  • Ensure that the content rating label is reflecting the rating of the content title or app being advertised.
✔ Do:
approved image – red oaks

Content rating label must be placed within the logo image.

✘ Do not:
not-approved – text in background image

Logos, ad copy, disclaimers, legal text, or content ratings are not permitted in the background image and should be placed within the logo image.

Legal text such as copyright statements and legal symbols will be removed by default. If legal text is used, adhere to the following requirements:

  • Place legal text in the logo block.
  • Do not stack legal text with a rating label.
  • Use 24pt font.
  • Keep to one line of text.
  • Legal text must not overflow the logo block.
legal text

Videos

Videos are shown full-size on screen without cropping. Black bars will appear above and below the video on some devices due to varying screen sizes.

Example video

Requirements

Dimensions: 1280 x 720px or larger (16:9 aspect ratio)
Duration: 6s minimum to 3 minutes max (60s recommended)
Maximum file size: 500MB
Format: MP4, M4V, MOV, MPEG
Video Codec: H.264
Video Bitrate: 12mbps+ preferred
Audio Bitrate: at least 128kbps
Loudness Level: -24 LKFS +/- 2dB
True Peak Level: -2dB

Videos must meet all requirements. No edits will be made to the original assets.

It is preferable to not show letterboxing in the raw video asset (black bars above and below). However, if the content being promoted uses letterboxing in the full-length video, then the trailer may feature letterboxing as well.

Guidelines

  • Provide high-quality video with the correct resolution of 1280x720px or higher.
  • Recommended: 60 seconds or less duration
  • Use a controlled volume that is normalized, not too low or too high.
  • Include a simple end slide with the provider’s logo. Slide duration should not be longer than 3 seconds.
  • Include key characters or scenes from the title that will excite/delight customers.
  • Make sure videos are in the primary language of the locale where the ad is shown.
  • Avoid small text, such as subtitles that may not be readable on smaller devices.
  • Do not add an overlay sales-like voice over to the video.
  • Ensure the video DOES NOT contain any of the following:
    • Nudity or content of a sexual nature
    • Depictions of illegal activities or consumption of drugs and/or alcohol
    • Weapons that are shown in a violent or threatening manner, for example covered in blood. Guns pointed at a character, directed out toward the customer, and/or shown in the act of firing (such as bullets visibly exiting the weapon or smoke shown around the barrel)
    • Gore or scenes of violence, including perilous situations, such as a person falling from an extreme height
    • Explicit language of a mature nature
Locales
North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • BE
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
Asset Checklist
  • Pre-existing standard ad units for reference
  • High-resolution imagery in layered PSD format
  • High-resolution imagery in JPG, TIFF, or PNG format (optional)
  • Logos in vector format (PSD, AI, EPS, or SVG)
  • Campaign copy
  • Fonts
  • Brand guidelines
  • Video (if applicable, see specs)
  • Product ASIN (if linking to product detail page)
  • Digital ASIN (if linking to subscription sign-up for a single title)
  • Content rating (if required)
Photoshop Templates