Amazon audio ads help brands connect with audiences during screen-free moments across premium audio content on desktop, mobile and Alexa-enabled devices.
Amazon audio ads run across premium audio content on desktop, mobile, tablet, connected TVs, and smart speakers (e.g. Echo devices). Advertisers can run 10 to 30 second spots, with opportunity for a companion banner when running on a screen device. Ads cannot be skipped, paused or muted. If a listener takes an action that interrupts the ad experience, the ad will pause, and then resume once the action is over.
Advertisers can provide their own creative assets or Amazon Ads can provide full creative and production support for brands that don’t have audio creative assets available.
Audio final file requirements
Length: 10 - 30 seconds. Any duration between is acceptable.
Maximum file size: 1MB
Format: WAV, MP3, OGG
Volume: at least 192 kbps RMS normalized to -14 dBFS Peak normalized to -0.2 dBFS
Companion image final file requirements
Dimensions: 1024 x 1024px
Maximum file size: 750kb
URL: the ad will need a URL to click through
Creative headline: no more than 19 characters
- Audio ads often play in public settings. Ads should be appropriate for a general audience. Do not include content that is violent, threatening, suggestive, or provocative. More details on unacceptable content can be found in Amazon's creative acceptance policy.
- Ads should match the branding of the advertiser and not use Amazon branding elements unless expressly approved by Amazon. Ads do not use Alexa’s voice or a similar voice, refer to Alexa, or imitate Alexa interactions.
- All voiceovers (including disclosures), must be clearly understandable, using even pacing and appropriate loudness. Avoid abrupt music cuts at the beginning and end of the spot that may startle a listener. As a best practice, creatives should not exceed a pace of 3 words per second, however this is flexible. The language must remain intelligible.
- For compatibility with smart speakers, ads must not include audio references to click-through actions, or buttons within the companion image.
- Companion image requirements:
- Do not include CTAs or style ad copy with any treatments that would make the text look like tappable UI elements.
- If included, URLs should be 1 line of text and less than 50 characters.
- Ad copy is kept as short as possible, 12 words maximum, excluding brand name/logo and required legal text (like copyrights). Unnecessary information or instructions, including “fine print,” are removed.
- Ad copy text should be a minimum font size of 32pt to preserve legibility on mobile devices. Recommended font size for legal text is 26pt.
- Lead with the brand name, and educate the customer about the main points of the featured product or service. Keep the tone professional and straight-forward as opposed to salesy or pushy. Avoid unsubstantiated marketing claims, jokes, or skits that may confuse the customers.
- Not all ads need music and sound effects. Use these sparingly, in situations when sounds help listeners better understand the message. Avoid shrill or jarring sounds, such as air horns, that could annoy listeners. Avoid using multiple voice actors, as it can lead to a confusing listening experience.
- Consider that an ad may play after another ad (as opposed to right after the music), depending on where it is in the ad pod. Avoid using introductory statements that relate too much to the listening context as it may not always be relevant.
- Do: "Hey, listener!"
- Do not: “Sorry to interrupt your music!"
- Do not: “Brought to you by [brand/product name]"
- End with an action. At the end of the ad, include the brand name and clear call to action. Is the goal to drive sales? Create brand awareness? CTAs should align to the goal, with one CTA per creative.
- “To start shopping, search Amazon for [unique product/brand name]”
- "To start shopping, ask your device to search for [unique product/brand name]"
- “Learn more by going to [unique product/brand name].com”
- "To start listening, ask your device to play [podcast/skill/station]"
Creative that mentions "Alexa"
For the best customer experience, we recommend scripts that mention "Alexa" be recorded via Amazon's creative production services, with a vendor experienced in the nuances of wakeword morphing. Wakeword morphing is a process to adjust the way the word “Alexa” sounds in creatives in order to prevent a device from waking and taking an action when the ad runs. Morphing is unique for each utterance and is dependent on voice talent.