eCommerce display creatives

Overview

Amazon Advertising’s eCommerce display creatives automatically optimize ad formats to meet a campaign’s goal. Amazon Advertising offers two types of eCommerce display creatives: Dynamic eCommerce (DEA) and Responsive eCommerce creatives (REC), and each of them support a variety of rotational ad formats.

The variation of eCommerce creative served will be optimized via machine learning and selected line item goal type, such as click-through rate, purchase rate, or detail page view rate. Both creatives utilize the primary product image found on the Amazon detail page and can include a custom background.

Amazon Advertising optimizes between various creative elements to drive the best performance for your e-commerce creative, and the best experience for shoppers. At times, Amazon Advertising may test variations of the eCommerce elements, copy, layout and design. The illustrations below show the standard formats, and are not an exact representation of what your ad may look like.

Placements On-Amazon

Both Dynamic eCommerce and Responsive eCommerce creatives

Available in the following 300x250, 160x600, and 300x600 ad placements: Homepage Above the Fold (ATF), Homepage Below the Fold (BTF), Search Skyscraper, Read All Reviews (RAR), Detail Page, and Thank You Page. Available in the following 970x250 and 980x55 ad placements: Homepage Below the Fold (BTF), Detail Page Below the Fold (BTF), Deals Page (ATF), Offer Listings Page (ATF), Detail page Inline Messaging (ILM).

Available in all 320x50, 414x125, and 300x250 placements on Amazon mobile web for smartphones. Available in all 320x50, 414x125, and 300x250 placements except the shopping results page on the Amazon Mobile Shopping app for smartphones.

Only Dynamic eCommerce

Available to managed service advertisers in the US for the 650x130 and 245x250 ad placements for product image and shop now variation only.

Only Responsive eCommerce

Available to all advertisers in all 650x130, 245x250, 350x420 and 728x90 ad placements.

Placements Off-Amazon

Available in all Amazon Advertising display ad placements for 300x250, 160x600, 300x600, and 728x90 sizes, and 970x250.

Available for 320x50 and 300x250 sizes on mobile web and mobile smartphones. 728x90 size is supported for mobile web on tablets.

Functionality

  • The main content area and product title are clickable; on click the customer is taken to the relevant product detail page.
  • The product shown in the image must correspond to the product on the detail page where the ad will link to.
  • Amazon Fresh, Pantry, Prime Now, and Prime Exclusive Deals products are not currently supported.
  • Lightning Deals, Deals of the Day, and Best Deals (Savings & Sales) are supported on the Shop Now variation when product image is shown, see below.
  • Dynamic eCommerce:
    • Self-service advertisers can include one Amazon Standard Item Number (ASIN) in an eCommerce creative.
    • Managed service advertisers may include up to 5 ASINs in an eCommerce creative.
  • Responsive eCommerce:
    • Advertisers may select up to 10 different creative sizes in an eCommerce creative.
    • Advertisers may include up to 20 ASINs in an eCommerce creative.
    • Out of Stock (OOS) aware – will automatically skip rendering of an ASIN that is out of stock. If all ASINs are OOS, it does not pause the creative and will show the best performing OOS ASIN.
  • Subscribe & Save coupons are not currently supported.
  • Coupon and Subscribe & Save badging are supported on the Shop Now variation when product image is shown. In the case where the ASIN has multiple discounts, the highest available discount will be shown, see below.
  • For rules, restrictions, and click-through behavior on each e-commerce creative type available as part of an e-commerce creative, see below.

Limitations

  • Customizable ASINs are not supported in Dynamic eCommerce ads.
  • Customer reviews are not supported in Responsive eCommerce creatives.

Custom Image and e-commerce Section

e-commerce section

  1. The custom image section is separate from the e-commerce section and cannot overlap. Designers may create an image which fades to white to give the creative a more integrated look. Pricing and savings claims must not be present on the custom image.
  2. The e-commerce section contains information relating to the product such as coupons, star rating, and live pricing. It is created by Amazon based on the product being promoted. It has a white background and sits below, or to the right, of the custom image depending on ad size.

Product Variations

Display ads with e-commerce creative supports up to 5 variations:

  • Add to Cart / Pre-order Add to Cart
  • Coupon
  • Customer Review
  • Shop now

Add to Cart

  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Add to Cart” button adds the product to the customer’s Cart.

Pre-order Add to Cart

  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Pre-order” button adds the product to the customer’s Cart.

Coupon

  • If the customer is signed in: Clicking anywhere on the ad will clip the coupon and take the customer to the product detail page for that item.
  • If the customer is not signed in: Clicking anywhere on the ad will take them to the coupon landing page where the customer is instructed to sign in. After signing in, the coupon is clipped and the customer is taken to the product detail page for that item.
  • Coupons ads are not currently available for Italy and Spain.

Customer Review

  • To be eligible, products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
  • Review text shown in the ad can be up to 116 characters max. (92 characters max for Vine reviews). In JP, 67 Japanese characters max for review text and 59 Japanese characters max. for Vine reviews.
  • The review in the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the Read All Reviews section for that ASIN. For example, if the ad promotes a 25-inch TV, the review cannot be for a 52-inch TV, even if it’s from the same product family.
  • The review cannot compare the advertised product to a competing product or refer to brands other than those being advertised.
  • The review text shown in the ad may not contain:
    • Emojis
    • References to medical conditions
    • Profanities
    • ASCII font
  • Other than reviews from the Amazon Vine™ Program (What’s this?), you may not use a review in which the customer discloses that he or she received the product for free or at a discount in exchange for writing the review. If an ad features an Amazon Vine review, the ad must include the Vine review icon.
  • You may not correct a review’s spelling or grammar and must avoid using a review with egregious errors.
  • You may not use a customer review with text written in all caps (aside from an individual word or product name).
  • Quotation Marks (”…”) will automatically be added at the beginning and the end of the review text you provide in field ‘Review’ when creating the Dynamic eCommerce ad. Please do not add quotation marks in the quote you provide.
  • Using portions of customer reviews is permissible through the use of ellipses: (“…”) 1 space before or after ellipses is permitted, but is not required.
    • Ellipses in customer review headlines may only be used at the beginning or the end of the headline, but not in the middle.
    • Not including headlines, we allow a maximum of three ellipses: one at the start of the review, one in the middle and one at the end.
    • You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
    • If a portion of a review forms a complete and grammatically correct sentence then ellipses are not required.
    • You may not use ellipses to change the original meaning of the review, for example, by hand picking positive portions of a review with substantial negative content.
    • If only the review headline is used, it must be an accurate representation of the tone of the full review.

Shop now

  • In desktop ads, the Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • Clicking the “Shop now” button will take the customer to the relevant product detail page.

Shop now with Lightning Deal

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Lightning Deal: An orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.

Shop now with Deal of the Day

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Deal of the Day: An orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.

Shop now with Best Deals (Savings & Sales)

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Best Deal: An orange badge or headline indicating the deal type, and copy indicating the deal price and discount are automatically shown in the creative when the deal is live.

Shop now with Coupon

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a coupon discount:

  • An orange badge indicating the percent or dollar amount off is featured in the creative.

Shop now with Subscribe & Save

Available for e-commerce creatives featuring the product image.

If an ASIN qualifies for a Subscribe & Save discount:

  • An orange badge indicating the percent off is featured in the creative.
  • The Subscribe & Save price is shown next to the non-Subscribe & Save price and the non-Subscribe & Save price has a strikethrough.
  • The text “Subscribe & Save” is shown near the prices.

Advertisers running e-commerce creatives featuring the product image have the option of including their brand logo and a custom headline within the creative.

Functionality

  • On most ad sizes, the headline and logo are shown alongside the product image.
  • For 300x250 mobile, the creative animates between the headline/logo and the product image.
  • For 320x50 and 414x125 mobile, Headline is not shown. The creative animates between the brand logo and product image.

Brand logo guidelines

  • File size: 600px min. width; 100px min. height
  • File weight: 1,000kb max.
  • File format: JPG, GIF, or PNG

Headline guidelines

Please follow these guidelines to ensure your creative gets approved:

  • Maximum of 50 characters in the headline.
  • Start with a capital letter.
  • Don’t use multiple punctuation marks or special characters in a row
  • Pricing and savings claims must not be present in the headline.
  • Don’t use forceful phrases, all capital letters, or exclamation points. For example, “Don’t miss out!” or, “HURRY! SAVE NOW!!!”
  • Don’t use unsupported claims. For example, phrases like “best”, “top selling” or “healthiest” are unsubstantiated and will not be approved.

Desktop out of stock fallback

  • If the promoted product becomes Out of Stock, the Add to Cart variation will not be served. The price and Prime logo will be hidden in the Shop now variation.
  • If a coupon becomes inactive or reaches its’ budget limit, the coupon creative is removed from the optimization.

Ad Unit Breakdown (offsite)

When creative is not running on an Amazon website:

  • The AdChoices Logo is added to the top left corner of the ad and the location cannot be modified.
  • For customer review, the copy “Amazon.com customer reviews” is added.

International Variations

There are some regional differences in how information is displayed within the e-commerce section.

  • Europe and Japan include a “Details & delivery” link in the Add to Cart creative. This link goes to the product detail page.
  • Germany adds “includes tax” or “inkl. MwSt.” for creatives that include the price.
  • Germany includes the price per unit for qualifying products.
  • Europe and Japan do not include the expiration date for coupon creative.

Animation

Display ads with e-commerce creative include animation on some sizes and placements when a custom image is being used*. This includes 300x250, 414x125, and 320x50 on the Amazon mobile shopping app and mobile website for smartphones. In addition, this animation may occur on 320x50 ads running on third party sites or apps.

  1. If the ad is in the bottom portion of the phone screen, the product image from the product detail page is shown.
  2. When the user scrolls and the ad moves to the top portion of the phone screen, the product image animates out and is replaced by the custom image.

*Amazon sometimes tests animation across different sizes, design elements, and ad formats, in order to drive optimal performance for e-commerce creatives.

Custom Image (optional)

PSD Templates

Display ads with e-commerce creative automatically incorporate the product image from the Amazon detail page. However, it is also possible to create your own custom image which can include advertiser branded fonts, logos, colors, and imagery. This replaces the product image that is shown by default. When creating the custom images, designers must use these custom image PSD templates.

The PSD templates include green “safe zones” where key content such as logos, text, and critical imagery must be placed. Content outside of the safe zones will be cropped off on some ad sizes.

  • Custom images are built at larger pixel dimensions than the final size that is rendered when the ad goes live. This allows the same assets to be shared across desktop, mobile, and high-pixel density desktop displays.
  • Amazon’s ad platform will crop and scale the custom image based on the desired ad size and device.

Instructions

  • Use the badge as a guide only for events (i.e. Prime Day). For all other cases discard the badge, as non-event badges are not displayed on custom image creatives. The badge only interferes with custom image sizes 600x320 and 600x1020
  • Add your creative content to each format and adhere to the safe zones – hide guide layers for final output
  • When finished, select “File” from Menu > Generate > Image-assets
  • Go to your folder where this PSD file is saved and check the automatically generated folder "Amazon_DynamicAds_Templates"
  • All layers/Artboards using a "...jpg60%" naming will be exported as .jpg with a 60% compression (adjust if max file size is exceeded)
  • Anything you change on the PSD files will be automatically updated in the assets folder

Custom Image Guidelines

  • All text, including text within logos, must be clearly legible.
  • Total words in the custom image may not exceed 10 words (40 characters in JP). Disclaimer copy and text within the logo does not count toward the overall word/character limit.
  • No more than 2 type variations may be used (3 type variations excluding disclaimer in JP), including font size, color, and style. The 2 type variations minimum does not include type within logos.
  • No more than 2 logos may be used. Legally required marks, like ESRB ratings, do not count towards this overall number.
  • Text within the custom image requires specific min/max font sizes, see below.
  • Disclaimer text must be written in sentence case.
  • Call to Action (CTA) buttons or text are not allowed in the custom image. e-commerce creatives contain their own CTA buttons when required (Add to Cart, Add to List).
  • The custom image should not duplicate information already shown in the e-commerce section.
  • It is strongly recommended to use sentence case for copy within the custom image.
  • If a custom image contains multiple identifiable products, it should give an accurate impression of the types of products on the landing page, where most of the products should be available.
  • Custom images may feature a product with additional text or creative elements to those on the landing page. This is acceptable as long as the product featured in the ad and on the landing page are the same.

Custom Image File Sizes and Formats

Ad Slot DimensionsCustom Image DimensionsMax. File WeightFile FormatHeadline & Body TextDisclaimer Text
300x250 px (desktop and mobile)900x480 px100kbHTML, JPG, GIF, PNG36-78 pts at 72 dpi27-36 pts Arial regular (or equivalent font) at 72 dpi; no more than 2 lines
160x600 px & 300x600 px (desktop)600x1020 px100kbHTML, JPG, GIF, PNG24-52 pts at 72 dpi24 pts Arial regular (or equivalent font); no more than 4 lines
728x90 px (desktop)1140x180 px60 kbHTML, JPG, GIF, PNG36-52 pts at 72 dpi28 pts Arial regular (or equivalent font); no more than 1 line
320x50 px and 414x125 px (mobile)570x375 px60 kbHTML, JPG, GIF, PNG42-78 pts42-78 pts Arial regular (or equivalent font); no more than 2 lines
350x420, 245x250, 650x130 pxOThis size displays the product image and does not support custom images
980x55 px*110x55 px150 kbHTML, JPG, GIF, PNG
970x250 px*952x500 px150 kbHTML, JPG, GIF, PNG36-78 pts at 72dpi27-36 pts Arial regular (or equivalent font); no more than 2 lines

*On DEA, only available only to self-service advertisers. On REC, avaiable to all advertisers

Example Creative

e-commerce creative (product image)

300x250 e-commerce creative (custom image)

160x600 e-commerce creative

300x600 e-commerce creative

728x90 e-commerce creative

350x420 Responsive eCommerce

Examples 350x420 Responsive eCommerce

320x50 – Mobile e-commerce creative

414x125 – Mobile e-commerce creative

300x250 – Mobile e-commerce creative

Approved ✔
Not Approved ✘
Why
  1. Total words in the custom image may not exceed 10 words. Disclaimer copy and text within the logo does not count toward the overall word/character limit.
  2. No more than two type variations may be used, including font size, color, and style.
  3. Disclaimer copy does not meet the minimum font sizes.
Approved ✔
Not Approved ✘
Why
  1. Products must have an Amazon star rating of at least 3.5 and a minimum of 15 customer reviews.
  2. You may not use ellipses to cut off a sentence mid-phrase. The review text should form a complete statement.
Approved ✔
Not Approved ✘
Why
  1. The custom image should not duplicate information already shown in the e-commerce section.
  2. Call to Action (CTA) buttons or text are not allowed in the custom image. e-commerce creatives contain their own CTA buttons when required (Add to Cart, Add to List).
  3. No more than two logos may be used. Legally required marks, like ESRB ratings, do not count towards this overall number.
  4. Do not include a border. Borders are added automatically as part of the ad unit.
Approved ✔
Not Approved ✘
Why
  1. The review the ad must be for the specific Amazon Standard Item Number (ASIN) advertised and located within the Read All Reviews section for that ASIN.
  2. You may use a maximum of three ellipses to omit portions of the customer review text: one at the start of the review, one in the middle, and one at the end.
Locales
North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
Serving

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

Asset Checklist

For product image:

  • Clickthrough URL or product ASIN
  • Customer review quote and review URL (optional)

For custom image:

  • 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