Marquee Ads

Overview

The Amazon Marquee Ad Unit is a custom placement located in the top right section of Amazon pages above the global navigation links. It is sold to run on the Home Page, Sitewide on every Amazon page, or on specific Amazon pages such as detail pages.

Dimensions

800x78 (400x39 at 1X)

Placements & Locales

Placement Restrictions

Creative must be built in-house by Amazon designers

Creative Elements

Product Restrictions

• Advertiser’s name or logo must be included in the creative execution.
• Use horizontal logo lock-ups when available vs. vertical to have better impact in compact ad space.
• Use light colored “reversed” logos. If a light colored logo is not available, the advertiser’s name may be included in the creative instead.
• Background color must match Amazon dark blue nav color (Hex #232f3e).
• Headline and logo color must have sufficient contrast compared with the Amazon nav color (#232f3e). Use this tool to check contrast ratio and ensure the number is green. This indicates the contrast ratio passes AA level for accessibility.
• Ad copy cannot be smaller than 12pt or larger than 20pt. This does not apply to text within logos.
• Total words in the banner may not exceed 8 words (30 characters in JP). Text within the logo and ad label does not count toward the overall word/character limit.
• It is strongly recommended to use sentence case for copy within the ad unit.
• Call to Action (CTA) text or actionable copy is required. However, CTA buttons are not permitted.
• Disclaimer copy is not allowed within marquee ads.
• No border is allowed in the ad unit.
• Design elements should match the guidelines for your campaign and not use Amazon branding elements, buttons, fonts, etc., unless expressly approved by Amazon (see Amazon Brand Usage Guidelines for more details).
• Distracting patterns are not allowed in the ad background as they inhibit headline legibility.
• All images must be static and cannot contain animation or rich media.

Ad Label

Ad: This label is required for all ad units and must be included as static text in the far right side of the ad. Font size, color, and style must follow the PSD template.

Layout & Technical Specs

Ad Unit Breakdown 1

• Allow 3px padding on the top and bottom or the ad unit and 5px of padding on the right side of the ad unit for text, logos and buttons.
• Graphics such as product shots or lifestyle imagery are allowed within the padding area.


File Size

20k maximum file size for the ad unit

File Format

Ad unit must be a static JPG, PNG, or GIF (800w x 78h pixels)

Approved & Not Approved

Approved ✔



Not Approved ✘



Why?

• A light glow may be placed behind dark colored product images to allow them to stand out against the dark background.
• Call to Action (CTA) text or actionable copy is allowed. However, CTA buttons are not permitted.
• Advertiser’s name or logo is required in the ad unit.
• Headline and logo color must have sufficient contrast compared with the Amazon nav color (#232f3e). Ad copy cannot be larger than 20pt.




Approved ✔



Not Approved ✘



Why?

• The background color cannot include color or gradient other than Amazon dark blue #232f3e.
• Ad content must be at least 10px from the Ad label and no more than 30px from the Ad label so that the label has appropriate padding but is also clearly associated with the advertiser content.




Approved ✔



Not Approved ✘



Why?

• A light divider line may be placed at the bottom of the ad unit to ground images and provide more separation from the navigation links below. This treatment is optional and not required.
• Use light colored “reversed” logos to ensure sufficient contrast with the ad background color.
• No border is allowed in the ad unit.




Approved ✔



Not Approved ✘



Why?

• Use light colored “reversed” logos. If a light colored logo is not available, the advertiser’s name may be included in the creative instead.
• Total words in the banner may not exceed 8 words (30 characters in JP). Ad copy cannot be smaller than 12pt.
• Images may be cropped off at the top or bottom of the ad unit but not both.