Audio ads

These are audio ad creatives on Amazon Music ad-supported tier which include an Alexa call-to-action for listeners to engage with that ad using their voice. When listeners hear an interactive audio ad they’re interested in on an Alexa-enabled device, they can add products to their shopping cart, set reminders on their Alexa-enabled device, or receive follow-up information via email or push notification. The experience is simple, frictionless for customers to engage with audio ads when they want to after hearing an ad. Interactive audio ads support the same creative and banner specifications as standard audio ads, they simply add voice interactive capabilities.

Advertisers can either provide their own creative assets or Amazon Ads creative production services can provide full creative and production support (writing, casting, recording, engineering, and mixing) for brands that don’t have audio creative assets available.

• Ads must be appropriate for a general audience and for public settings. Do not include content that is violent, threatening, suggestive, or provocative. More details can be found in Amazon's creative acceptance policy.
• Ads must only use advertiser branding and may not include any Amazon branding elements unless expressly approved by Amazon.
• All voiceovers and dialogue must be easy to hear and understand, with even pacing and appropriate loudness.
• Disclaimers and disclosures should be performed at roughly the same volume and pacing as the rest of the ad (with the understanding that a slight pickup in pace is acceptable).
• Avoid abrupt or startling music cuts at the beginning and/or end of the spot.
• For compatibility with smart speakers, ads must not include references to click-through actions.
• Clearly state the brand/product name, and educate the customer about the main features and benefits of the product or service. Strike a balance between telling and selling. Do not include unsubstantiated marketing claims, and elaborate jokes or skits.
• Use music and sound effects as narrative elements that help tell a story or emphasize a message. Do not include shrill or jarring sounds, such as air horns.
• The ad may play after another ad (as opposed to right after the music). Do not include introductory statements that presume too much about the listening context:
Do: "Hey, listener!"
Do not: “Sorry to interrupt your music!"
Do not: “Brought to you by [brand/product name]"
• End with a clear statement of the action you want listeners to take. Actions should align with the campaign goal (e.g. driving sales, creating awareness, etc.) with one action per creative. Examples:
• Shop for [brand/product] now, on Amazon
• To learn more about [BRAND/PRODUCT], visit [URL]
• Search for [BRAND/PRODUCT] today on Amazon

• There are currently three different CTAs available to customers through the IAA program. In order for the interaction to work, the utterances (i.e. “Alexa, ______”) must be used as-written. Here are examples of each utterance used as both an introductory CTA and an outro CTA:
• “Alexa, remind me.”
• Introductory CTA
• You can set a reminder for the event in this ad by saying “Alexa, remind me”
• This ad is interactive, you can say “Alexa, remind me” to set a reminder for the promoted event
• If you want to set a reminder for the event in this ad, just say “Alexa, remind me”
• Outro CTA
• To set a reminder for this event, just say “Alexa, remind me.” That’s “Alexa, remind me.”
• To set a reminder for [BRAND COPY], just say “Alexa, remind me.” That’s “Alexa, remind me.”
• Don’t miss [EVENT]! Set a reminder now by saying “Alexa, remind me.” That’s “Alexa, remind me.”
• “Alexa, send more info.”
• Introductory CTA
• You can learn more about this ad by saying “Alexa, send more info.”
• You can get more info about this ad from the brand by saying “Alexa, send more info.”
• You can interact with this ad by saying “Alexa, send more info.”
• Outro CTA
• For a one-time email and push notification from Amazon with a link from the advertiser, just say “Alexa, send more info.” That’s “Alexa, send more info.”
• The text in bold "("For a one-time email and push notification from Amazon") is legally required.
• “Alexa, add to cart.”
• Introductory CTA
• You can shop during this ad by saying “Alexa, add to cart.”
• This is an interactive ad, say “Alexa, add to cart” to start shopping!
• Start shopping during this ad at any point by saying “Alexa, add to cart.”
• Outro CTA
• To start shopping right now, just say “Alexa, add to cart.” That’s “Alexa, add to cart.”
• To add [PRODUCT] to your cart for review, just say “Alexa, add to cart.” That’s “Alexa, add to cart.”
• To shop with your voice all you have to say is “Alexa, add to cart.” That’s “Alexa, add to cart.”

• Ads must be appropriate for a general audience and for public settings. Do not include content that is violent, threatening, suggestive, or provocative. More details can be found in Amazon's creative acceptance policy.
• Ads must only use advertiser branding and may not include any Amazon branding elements unless expressly approved by Amazon.
• All voiceovers and dialogue must be easy to hear and understand, with even pacing and appropriate loudness.
• Disclaimers and disclosures should be performed at roughly the same volume and pacing as the rest of the ad (with the understanding that a slight pickup in pace is acceptable).
• Avoid abrupt or startling music cuts at the beginning and/or end of the spot.
• For compatibility with smart speakers, ads must not include references to click-through actions.
• Clearly state the brand/product name, and educate the customer about the main features and benefits of the product or service. Strike a balance between telling and selling. Do not include unsubstantiated marketing claims, and elaborate jokes or skits.
• Use music and sound effects as narrative elements that help tell a story or emphasize a message. Do not include shrill or jarring sounds, such as air horns.
• The ad may play after another ad (as opposed to right after the music). Do not include introductory statements that presume too much about the listening context:
Do: "Hey, listener!"
Do not: “Sorry to interrupt your music!"
Do not: “Brought to you by [brand/product name]"
• End with a clear statement of the action you want listeners to take. Actions should align with the campaign goal (e.g. driving sales, creating awareness, etc.) with one action per creative. Examples:
• Shop for [brand/product] now, on Amazon
• To learn more about [BRAND/PRODUCT], visit [URL]
• Search for [BRAND/PRODUCT] today on Amazon

• Do not include CTAs or style ad copy with any treatments that would make the text look like a tappable UI elements.
• For interactive audio ads, do include the Alexa branded speech bubble using the font and styles from the PSD template (e.g. "Alexa, add to cart").

✔ Do:





✘ Do not:




• If included, URLs should be 1 line of text and less than 50 characters.

✔ Do:



✘ Do not:


• Keep ad copy as short as possible, 12 words maximum (excluding brand name/logo and required legal text like copyrights). Do not include unnecessary information or instructions, including “fine print”.
• Ad copy text must be a minimum font size of 32pt to preserve legibility on mobile devices (26pt for legal copy).

✔ Do:



✘ Do not:

For the best customer experience, we recommend scripts that mention “Alexa” be recorded via Amazon's creative production services with a vendor experienced in producing media played on Alexa-enabled devices.