Amazon Video Ads

Samples of video ads on on Amazon’s websites, mobile app, and Fire tablet wake screen.

Product Overview

Amazon video ads allow advertisers to reach Amazon customers with targeted video on Amazon’s websites, mobile apps, and Fire tablet wake screen. Convey your brand message with out-stream autoplay video for an engaging ad experience.

Placements On Amazon

Available in the following placements:

  • Home Page - Desktop - 300 x 250
  • Home Page - Smartphones (Below the Fold) - 300 x 250
  • Home Page - Tablet Shopping App - 300 x 250
  • Detail Page - Smartphones - 414 x 125
  • Detail Page - Desktop - 970 x 250
  • Fire tablet (beta) (available in US, UK, DE) (requires custom background)

Amazon video ads are required to follow existing creative policies for supported placements.

Autoplay Video Behavior

Amazon video ads will automatically play the video content when the video is at least 50% visible on screen. Autoplay in Amazon video ads is always muted – audio playback requires user interaction. Autoplay is automatically paused if the video is scrolled out of view.

Video Guidelines

Ad units must include the following assets:

Video asset requirements
Video dimensions1920 x 1080 px (16:9) recommended
Frame rateAt least 15 FPS
Audio128 kbps / 44 khz
Recommended bit rate2 MBps
Preferred codecVideo: H.264, MPEG-2, or MPEG-4; Audio: MP3 or AAC
File sizeless than 500 MB
Video durationDesktop & Mobile: up to 3 minutes (15 seconds or less highly recommended). Fire tablet: Up to 15 seconds
LetterboxingVideos should not have black bars on any side of the video content

Video files will be transcoded to optimize their size and appearance in Amazon’s ad placements.

Make sure your video does not include call-to-action elements that encourage clicking (e.g., a button shape that says “learn more”). Clicking on the video player will play or restart the video with sound enabled.

In addition to these requirements, we recommend:

  • Using a short video clip – we recommend that the core of the message be delivered in the first 5 seconds.
  • Ensuring your ad can be understood, and is still engaging, without sound. For example, show products in use instead of a person describing the product. Use text headlines in your video to get the point across without narration.

Templated Layout

advertiser’s brand logo

By default, Amazon video ads include the advertiser’s brand logo, a text headline, and a call to action link alongside the video player. This templated layout does not require creative design support from Amazon Ads and is available for mobile and desktop placements.

Creative Requirements

  • Required logo image (JPG, PNG, and GIF files accepted). Minimum width of 600 px, minimum height of 100 px, maximum file size of 100 KB. Note: the logo is not used in 414x125 mobile ads.*
  • Required Headline: up to 50 characters of text describing your campaign messaging.*
  • Supported call to action options: “Shop now”, “Learn more”, “See details”, “Pre-order now”, “Buy tickets”, “Rent now”, “Rent or buy now”, “Get a quote”

    * Logo and headline are required elements for the Amazon Video Ads. If you choose not to use the template fields to add these elements, please ensure that they are included in your finished video asset. If they are found to be missing after publication, your creative may be deactivated until the assets are added.

Custom Background

custom background image behind the video player

Amazon video ads can optionally use a custom background image behind the video player. This option includes support for the Fire tablet wake screen ad placement in US, UK, and DE for beta advertisers. Ads using a custom background require creative design support from Amazon Ads.

Creative Requirements

Custom-background Amazon video ads feature a standard ad background image and an in-banner video player. Clicking on the background image takes the Amazon customer to the ad’s click-through destination. Clicking on the video player will play the ad’s video clip with audio enabled.

Background Guidelines (desktop and mobile)

Follow established placement-based creative specs and policies for the production of custom background images. Amazon video ads use high-resolution images and require all text to be legible on supported devices.

Reserve space in your background image for the video player, which has a fixed size and location. Photoshop templates illustrating video positions for the desktop and mobile ad sizes are available in the sidebar of this page.

Ad placement sizeImage dimensionsMax. file weightFile formatHeadline & body textDisclaimer textImage border
414 x 125 (mobile)1242 x 375 px100 kbJPG or PNGMinimum of 40 ptsMinimum of 30 pts2px
300 x 250 (desktop & mobile)600 x 500 px40 kbJPG or PNG32-50 ptsMinimum of 26 pts2px
970 x 250 (desktop)1940 x 500 px200 kbJPG, GIF, or PNG36–80 pts24–30 pts2px

Background Guidelines (Fire tablet)

Follow established placement-based creative specs and policies for the production of custom background images. Fire tablet creatives require assets in both portrait and landscape orientation; refer to the Fire tablet guidelines for more information.

AssetImage dimensionsMax. file weightFile formatHeadline & body textDisclaimer text
Background1200 x 1920 px (portrait) or 1920 x 1200 px (landscape)300 kbJPG12 words, 20 words with supporting copy. Minimum 32pt1 line. Minimum 27pt

Poster image requirements (Fire tablet)

Aspect ratioPoster images should precisely match the aspect ratio of your video file, to prevent the video player from changing size when autoplay is finished.
Image sizeLess than 100 KB
Image filetype.JPG or .PNG

We recommend using a frame from the video as your poster image, for situations where the autoplay feature is not available.


North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG


Site served. Amazon video ads are not available in off-site placements.

Product Demo (click play icon for a video)

Asset Checklist

  • Pre-existing standard ad units for reference
  • High-res layered .PSD files (product shots and/or lifestyle imagery)
  • Logos (vector format, .ai or .eps)
  • Any backgrounds or key art
  • Fonts (.otf or .ttf)
  • Advertising copy
  • Brand guidelines
  • Clickthrough URL or Hero ASIN
  • Video in MP4, .M4V, .MOV, .MPEG, .AVI or .DV uncompressed formats


Amazon video ads support all standard ad reporting including impressions, click, and campaign effectiveness metrics. Video metrics includes video starts, quartiles, completions, clicks, and video views. A view is counted when at least 50% of the ad is visible on screen for two consecutive seconds, in accordance with the IAB metric.

Amazon video ads support third-party click and impression trackers. Third-party video viewability tracking is not supported at this time.