Responsive eCommerce creatives

Overview

Amazon Ads Responsive eCommerce Creative (REC) builds intelligent, display ads that promote your products across Amazon, third-party sites, and Amazon devices (like Echo Show and Fire TV). Submit one creative and ads are generated into all supported sizes, expanding your reach with minimal effort. Every REC ad consists of two parts:

Image or video section: displays your product using details on your product detail page, a custom upload or an AI generated image or video.
eCommerce section: auto-generated by Amazon with live pricing, deal badges, coupons, star ratings, and Prime eligibility pulled from your product listing.

Key benefits:

Performance at scale: Generative AI and Amazon shopping signals power every creative decision, driving real business outcomes.
Accessible premium creative: Transform any product listing into a premium, high-performing ad
Effortless by design: Automated creative production, testing, and optimization eliminate manual work
Full funnel impact: Drives results across business objectives, meeting shoppers wherever they are in the journey.

Key Capabilities:

Up to 20 ASINs per creative — REC rotates products and skips out-of-stock items automatically.
Responsive — Generate ads across all supported sizes with one submission
Rich media- Use custom images, brand video, or AI-generated assets for stronger story telling
AI-enhanced creatives — Opt in to let Amazon optimize your images, headlines, product titles, and AI powered prompts with Alexa for Shopping landing experience. Based on a study of Amazon Ads internal data, 2025, REC ads with AI optimization opted-in saw +14% CTR lift on average.
Always-on optimization- Machine learning continuously tests and refines ad variations to drive campaign performance, while deals, coupons, and Subscribe & Save badges are surfaced automatically to enhance the shopper experience.

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

What's New

REC has always made display advertising simple: one creative submission that builds efficient, product-focused ads. The new re-imagined REC builds on that foundation by delivering more polished, visually rich ads featuring video, animation, and lifestyle imagery that adapt to each shopper, placement, and moment. The result is a more dynamic, brand-safe experience for both advertisers and shoppers, powered by rich media layouts, smarter creative optimization, and new engaging ad formats. Check out our newest updates below:

Rich media layouts: Elevate your brand with premium, high-fidelity creatives across every surface
REC can now deliver visually compelling ads featuring advertiser-uploaded and AI-generated assets including lifestyle imagery, brand videos, and contextual backgrounds. Premium layouts are designed to look native on every surface, whether on or off Amazon.

Availability: Static images with lifestyle imagery and AI enhancements are available globally. Video is currently available in the US, and prompts are available in the US.

Rich media layout ads adapting seamlessly across devices and placements.

AI-powered dynamic creatives : Reach shoppers with more relevant, visually engaging ads automatically
The new REC ads are context-aware, automatically adapting to shopper, campaign objective, product, and placement. It can layer in contextual content and generate new assets through generative AI, including product-in-use videos and lifestyle images. It continuously tests and selects the optimal combination of images, headlines, product titles, and layouts, delivering the most relevant, highest-performing creative for each impression. [Learn more about AI enhanced creatives]

Availability: Global

AI adding motion and contextual elements to bring a static product image to life.

REC ads with video asset: Capture attention and drive deeper brand engagement
Video is now available within REC ads in the U.S., enabling advertisers to tell richer brand stories directly in the banner format on third party publisher sites. Videos can be uploaded, sourced from existing campaigns, or created with generative AI , and with optimization enabled, Amazon can automatically surface top-performing video assets without additional effort.

Availability: US only, on third party publisher sites.

Video REC ads shown on a third-party website. Available in the US only as of June 2026.

Prompts on REC- Turn your REC ads into conversational shopping experiences where shoppers can evaluate products with Alexa for Shopping. Prompts are auto-generated for Amazon products using first-party signals and delivered as REC ads across third party publisher surfaces. To activate, simply enable 'Enhance creatives with AI features’ on your REC ad. No additional creative, setup, or cost needed.

Availability: US only, on third party publisher sites.

Conversational prompts shown on a website. When clicked, it opens to a conversation within Amazon on Alexa for Shopping.

Placements, Sizing and formats

You can use REC to generate responsive ads in all traditional sizes 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 (generates all sizes automatically based on size breakpoints)," which generates responsive ads, or "Choose specific sizes (300x250, 336x280, 160x600, 300x600, 728x90, 300x50, 320x50, 414x125, 980x55, 970x250)," 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, 300 x 250, and 336 x 280.

Sizing Options

Responsive sizing (generates all sizes automatically based on size breakpoints)
Specific sizes (300x250, 336x280, 160x600, 300x600, 728x90, 300x50, 320x50, 414x125, 980x55, 970x250)

Supported Size Ranges

300x250, 336x280, 728x90, 300x600, 160x600, 970x250, 320x50, 300x50, 320x480, 1920x1200, 1920x1080, 414x125 (Stores)

Available Placements

Mobile placements on third party publisher sites (by ad size)
Desktop placements on third party publisher sites (by ad size)
Amazon Store (by ad size)
Echo Show (Alexa Home Screen)
Fire TV and Fire Tablet (Inline Display Banner)

Formats

Statics : Static images supported. File type: JPEG, PNG
Video: Online video (OLV) supported. File type: Mp4, 16:9 aspect ratio, max 500 MB

Creative Assets & Specs

Product image with headline, logo and disclaimers

Advertisers running RECs featuring either the default product image or responsive sizing custom images have the option of including their brand logo, 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 responsive sizing custom images.
For some smaller ad sizes, the creative animates between the headline/logo/disclaimer and the product image for placements.
Amazon sometimes tests animation and variations 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.

Guidelines for Custom Images for Responsive Sizing

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) - our responsive sizing photoshop template is also available here. Designers can use the responsive custom image PSDs to generate the custom images. There is no safe zone; Amazon uses the images as they are. You can also use our cropping tool in the REC form to generate the three required aspect ratios (Square 1:1, Tall 9:16, Wide 1.91:1). To use our cropping tool requirements (min 600×600px, max 5MB), the custom image must be of high resolution and quality, at least 600 px by 600px and 5MB or smaller.

The custom images should not contain any branding elements, such as no text, no logos, no CTAs, no white/transparent backgrounds, etc. Instead, use the headline, logo, and disclaimer components to include branding messages in your ad. These components can be added along with a custom image or the default product image.
Image can be a product or lifestyle image.
Images must not:

Contradict the landing page.
Be on a white or transparent background.
Be an individual brand logo or combination of logos.
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.
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.)

Composition and Cropping: Ensure that images are well-composed and that key elements are not cut off awkwardly. Leave sufficient space around the subject to enhance visibility.

✅ Ensure that images are well-composed and that key elements are not cut off awkwardly.

❌Crowded and poorly cropped image

❌Cut-off heads or limbs: A person's head, hands, or feet are unintentionally cropped out, making the image look awkward or incomplete.

Awkward Framing: Cropping leaves too much empty space on one side.

❌Missing context: Key parts of the image that provide context are cropped out

❌Awkward framing: Cropping leaves too much empty space on one side.
❌Off-center focus: The main subject is awkwardly placed, neither aligned with the rule of thirds nor centered, leading to poor visual balance.

❌ Partial items or objects: Objects are partially cropped out, leaving the viewer unable to see the full image or understand its purpose.

Simplicity: Backgrounds that are too noisy or detailed can obscure the text or important graphical elements. Keep the background and surrounding elements simple and uncluttered to ensure the main subject stands out clearly.

✅

❌

Quality: Use high-quality, high-resolution images to avoid pixelation or blurring, especially on larger displays.

✅

❌

Guidelines for size-specific custom images

When creating the custom images, designers must use the size specific custom image photoshop template to ensure the custom image safe zones are met. 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.
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 and copy within the custom image must be written in sentence case.
Call-to-action (CTA) buttons or text are not allowed in the custom image. RECs 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.

Instructions:

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

Size specific Custom Image File Sizes and Formats

Ad Slot Dimensions	Custom Image Dimensions	Max. File Weight	File Format	Headline & Body Text	Disclaimer Text
300x250 px & 336X280 (desktop and mobile)	900x480 px	100kb	HTML, JPG, GIF, PNG	36-78 pts at 72 dpi	27-36 pts Arial regular (or equivalent font) at 72 dpi; no more than 2 lines
160x600 px & 300x600 px (desktop)	600x1020 px	100kb	HTML, JPG, GIF, PNG	24-52 pts at 72 dpi	24 pts Arial regular (or equivalent font); no more than 4 lines
728x90 px (desktop)	1140x180 px	60 kb	HTML, JPG, GIF, PNG	36-52 pts at 72 dpi	28 pts Arial regular (or equivalent font); no more than 1 line
300x50, 320x50 px and 414x125 px (mobile)	570x375 px	60 kb	HTML, JPG, GIF, PNG	42-78 pts	42-78 pts Arial regular (or equivalent font); no more than 2 lines
980x55 px*	110x55 px	150 kb	HTML, JPG, GIF, PNG
970x250 px*	952x500 px	150 kb	HTML, JPG, GIF, PNG	36-78 pts at 72dpi	27-36 pts Arial regular (or equivalent font); no more than 2 lines

AI-Enhanced Creatives

What It Does

When "Enhance creatives with AI features" is turned on, Amazon's AI automatically optimizes your ads with more customized images, copy, and layouts, delivering a 14% average increase in CTR. (Amazon internal data, 2025)

How AI may be used to enhance Images and Videos

Automatically make selections from your creative assets, product detail pages, online video campaigns, and other sources
Generate new assets with a variety of backgrounds, contexts, and compositions
Serve the images and videos that will potentially perform the best based on shopper context, placement and product advertised.

How AI may be used to enhance text

Generate modified versions of your original headlines
Optimize product titles automatically
Serve different combinations of headlines and product titles based on audience and other signals

How AI may be used to enhance layouts

Add additional content, like AI generated conversational prompts

Examples:

Important Information

When you give Amazon permission to enhance your creatives with AI, your creatives may be supplemented with AI-generated content. You might see asset and copy variations you didn't create because the system tailors your creatives for your customers.
When you tell Amazon Ads you don’t want AI enhancements, we may still make adjustments to your creatives, like resizing to meet ad specification requirements.