eCommerce display creatives

Overview

Amazon Ads' Responsive e-commerce creative (REC) display allows you to promote your products (ASINs) on Amazon using optimized ads. REC automatically generates eCommerce ads with up to 20 associated ASINs. The creatives consist of an image section and an e-commerce section that includes elements like live pricing, deal or promotion information. The image can be either the default product image from the product detail page or a custom image created by the advertiser. Advertisers have the option to include brand logos, custom headlines, and disclaimers as additional elements to the creative. These can be added along with a custom image or the default product image.

REC generates four ad variations: Add to Cart, Coupon, Customer Review, and Shop Now. Amazon Ads utilizes a machine learning model to optimize among these selected ad variations and the added product ASINs. This optimization aims to drive the best performance for your campaign and provide shoppers with the best experience.

At times, Amazon Ads may test variations of the REC elements, copy, layout, and design. The illustrations below show the standard ad variations and are not an exact representation of what your ad may look like.

Designed image

Custom designed image

Add to cart
Shop now
Coupon
Review

Custom designed image with logo and headline

Add to cart
Shop now
Coupon
Review

Placements

You can use REC to generate responsive ads in all traditional sizes (please see table below) with a single creative form. The size responsiveness increases your inventory availability across off-site and on-site supply, enabling you to reach more ad viewers. You have two options for ad sizing: you can choose to use either "Use responsive sizing," which generates responsive ads, or "Choose specific sizes," which allows you to make ads for the following sizes: 160 x 600, 245 x 250, 300 x 50, 300 x 600, 320 x 50, 350 x 420, 414 x 125, 650 x 130, 728 x 90, 970 x 250, and 980 x 55, 300X250 and 336x280.

Supported Ad Size Ranges:

LayoutDefinitionMin Size
WideW/H > 1.5216X36
Rectangle0.7 < W/H > 1.5180X150
TallW/H < 0.7120X240

Available in the following on Amazon placements:

  • 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 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.
  • Available in 650x130, 245x250, 350x420 and 728x90 ad placements.

Available in all traditional sizes (see range above) for mobile web, mobile smartphones, desktop and mobile web on tablets.

Available on Echo Show devices on the Alexa Home Screen placement (see example)

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 discount products are not currently supported.
  • Responsive eCommerce:
    • Advertisers can generate responsive ads.
    • Advertisers can create ads for specific sizes: 160 x 600, 245 x 250, 300 x 50, 300 x 600, 320 x 50, 350 x 420, 414 x 125, 650 x 130, 728 x 90, 970 x 250, and 980 x 55, 300X250 and 336x280
    • 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, no bidding will occur on behalf of the REC until at least one ASIN is back in stock.
  • Subscribe & Save coupons are not currently supported.
  • Coupon and Subscribe & Save badging are supported on the Shop Now variation. 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 REC, see below.

Custom Image and e-commerce section

Custom Image and 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

REC display ads support up to 4 variations:

  • Add to Cart
  • Coupon
  • Customer Review
  • Shop now

Add to Cart

Add to Cart
  • Clicking the “Add to Cart” button adds the product to the customer’s Cart.
  • Clicking anywhere on the ad, except for the "Add to Cart" button, will redirect the customer to the relevant the product detail page.

Coupon

Coupon
  • If the customer is signed in: Clicking anywhere on the ad will clip the coupon and take the customer to the promotion shopping page (PSP) of the item. The PSP page allows Shoppers to see all the products associated with the Coupon promotion Id.
  • 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 to the promotion shopping page (PSP) of the item.
  • Coupons ads are not currently available for Italy and Spain.

Customer Review

Customer Review
  • The Amazon star rating and total reviews number are clickable, leading to the read all reviews page for the relevant product.
  • 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).
  • 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

Shop now
  • Clicking anywhere on the ad will redirect the customer to the relevant product detail page.

Shop now with Lightning Deal

Shop now with Lightning Deal

If an ASIN qualifies for a Lightning Deal: A badge or headline indicating the percentage savings and time remaining to get the deal price and discount is automatically shown in the creative when the deal is live.

Shop now with Deal of the Day

Shop now with Deal of the Day

If an ASIN qualifies for a Deal of the Day: A badge or headline indicating the percentage savings or discount and the deal type are automatically shown in the creative when the deal is live.

Shop now with Best Deals (Savings & Sales)

Shop now with Best Deals (Savings & Sales)

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

Shop now with Coupon

Shop now with Coupon

If an ASIN qualifies for a coupon discount:

  • The percent or dollar amount off is featured as the primary element, highlighting the coupon savings associated with the product.

Shop now with Subscribe & Save

Shop now with Subscribe & Save

If an ASIN qualifies for a Subscribe & Save discount:

  • A 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.
Product image with headline and logo

Advertisers running RECs featuring either the default product image or custom image have the option of including their brand logo a, a custom headline, a custom disclaimer within the creative.

Functionality

  • On most ad sizes, the headline , logo and disclaimer are shown alongside the product image or custom image
  • For some smaller ad sizes, the creative animates between the headline/logo/disclaimer and the product image for placements
  • Amazon sometimes tests animation across different sizes, design elements, and ad formats, in order to drive optimal performance for RECs.

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 except certain brand names.
  • 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 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.
  • Don't use Subscribe & Save messaging.

Disclaimer guidelines

Please follow these guidelines to ensure your creative gets approved:

  • Maximum of 60 Characters in the disclaimer.
  • To learn more about disclaimers, please visit the Policy page.
  • Use this disclaimer field for only products that require disclaimers.

Desktop out of stock fallback

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)

Ad Unit Breakdown (offsite)

When creative is not running on an Amazon website:

  1. The AdChoices Logo is added to the top right corner of the ad and the location cannot be modified.
  2. 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.
International Variations

Custom Image (optional)

Display ads with RECs 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 colors and imagery. This replaces the product image that is shown by default.

  • The custom image must be of high resolution and quality, at least 600 px by 600px and 5MB or smaller. For more direct management of the generated creative, we recommend uploading three custom images: a square image (1200px X 1200px or 1:1 ratio), a tall image (900px X 1600px or 9:16 ratio), and a wide image (1200px X 628px or 1.91:1 ratio).
  • The custom images should not contain any branding elements, such as text, logos, or CTA. Instead, use the headline and logo components to include branding messages in your ad.
  • Image can be a product or lifestyle image
  • Images must not:
    • Contradict the landing page.
    • Be individual or multiple product images on a white or transparent background.
    • Be an individual brand logo or combination of logos.
    • Be one of your selected product images.
    • Contain crowded, excessive, poorly cropped or illegible elements.
    • Contain additional text other than text naturally present in the image (such as on product packaging).
    • Contain letterbox or pillarbox formats.
    • Contain pricing and savings claims .
  • Call to Action (CTA) buttons or text aren't allowed in the custom image. E-commerce creatives contain their own CTA buttons when required (Add to Cart, Add to List).
  • If an ad contains multiple identifiable products, the ad should give an accurate impression of the types of products on the landing page, where most of the products should be available.
  • The custom image shouldn't duplicate information already shown in the e-commerce section.
  • Amazon’s ad platform will scale the custom image based on the desired ad size and device.

(See below for image examples—These images are meant to explain the image requirements.)

product images
crowded images
pillarbox images

Example Creative

REC (product image)

REC (product image)
REC (product image with headline and logo)

300x250 REC (custom image)

300x250 REC (custom image with logo and headline)

160x600 REC

Add to cart

Coupon

Customer Reviews

Shop now

Add to cart
Coupon
Customer review
Shop now

300x600 REC

Add to cart

Coupon

Customer Reviews

Shop now

Add to cart
Coupon
Customer reviews
Shop now

728x90 REC

Add to cart

Shop now

Add to cart
Shop now

Coupon

Customer Review

Coupon
Customer review

350x420 REC

350x420 REC

320x50 – Mobile REC

Add to cart

Shop now

Add to cart
Shop now

Coupon

Customer Review

Coupon
Customer review

414x125 – Mobile REC

320 pixel wide phone

414 pixel wide phone

320 pixel wide phone
414  pixel wide phone

Alexa Home Screen REC – Echo Show devices (US only)

image – Alexa Home Screen placement – Echo Show devices
Approved ✔
Approved
Not 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 ✔
Approved
Not 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 ✔
Approved
Not 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
  • BE
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
Serving

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

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