Inline Ad Placement

Customers will compare ads shown on Fire TV against the cover-art imagery that fills the rest of screen, so the design standards are set to align with nearby content. Treat the Fire TV inline ad creative as a piece of recommended browsing.

When looking at the top of the Home section, the inline placement is shown at the bottom of the screen and may be selected when a customer navigates down the page.

Fire TV Home Screen / Ad Selected

Asset Specifications

Image componentsDimensionsMax. File WeightFormat
Banner1712 x 136px250kbJPG
Mini-details background980 x 551px300kbJPG
Text ComponentsText limit
Mini-details title30 characters before truncation may occur
Mini-details descriptionMaximum of 95 characters
Accessibility textMaximum of 128 characters

Testing your Ad Creative on TVs

Each ad should be previewed on a large tv screen, where minor imperfections and misalignments are magnified and can be more easily identified.

TV screens have extremely varied responses in terms of viewable screen area, color saturation, hue shift, and visible detail. These inaccuracies are considered an acceptable cost/value tradeoff and are present at some level on most displays.

Visual Deference

Bright and highly saturated visual elements, which would otherwise inappropriately steal focus from the rest of the elements onscreen, must be toned down.

  • For white graphic elements, including text: RGB(235,235,235) must be used in place of RGB(255,255,255). Larger areas may need to be shaded darker to moderate the ad’s prevalence, as shown in the following example.
Approved ✔

Not Approved ✘

In this example, the background of the approved ad has been desaturated, but the imagery remains vibrant. The ad will still look bright on-screen.
The background of the not approved ad is too loud and bright.

The not approved background is too overt and will inappropriately distract from other onscreen content

Selection State

As the customer navigates down the page, tiles gain focus with a glass-like border. The ad banner does not expand upon selection.

Ad Selected

Mini-details Components

When the ad is selected, additional information about the content is revealed in the “mini-details” area that occupies the top third of the screen.

Title text:
Use the proper title of the advertised content or create a simple name that summarizes the experience that will be available to the customer after engaging with the ad banner.

  • Do not include calls-to-action or clarifications about the type of experience as a part of this text (e.g. Use “Amazon Music” rather than “Try the Amazon Music app”)
  • This text may be truncated if it exceeds 30 characters.

Description text:
Summarize the promotion details and communicate what type of content is being promoted.

  • Start with call-to action text that inspires engagement and further clarifies the offer (e.g. “Get the app and listen to tens of millions of songs, plus new releases”)
  • Strongly avoid duplicating text that is already included in the ad banner.
  • Use a maximum of 95 characters.

Background Image:
The 980 x 551px background image supplements the visuals that are included within the ad banner.

  • Never include logos in this area, unless subtly embedded in an app screenshot.
  • Keep the imagery simple and feature human subjects whenever possible.
  • Avoid including numerous subjects or fine detail.
  • Avoid cropping heads and faces by following the guides included in the template, which denote where content will be cropped and masked.

Inclusion of text in this image asset is discouraged, to limit the complexity of ads. Text may be used only in the following cases and will count against the banner’s 12-word limit, unless otherwise noted:

  • Clarifying content: Text may be used to clarify the titles or names of pictured content or characters. Disclaimers and legal text may not be included in this area. Text must be set in 24pt Ember Regular, #EBEBEB (hex color), matching the Fire TV presentation for secondary metadata.
  • Including box art imagery or screenshots with text: Text with a cap height of 38px or less may be included as a part of pre-existing box art or screenshot imagery. Text embedded in those asset types with a cap height of 24px or less may be omitted from the word count.

Mini-details background image guides:

  • Red: Content will be masked
  • Orange: Content may be occluded by translucent elements
  • Green: Content will be visible

Example mini-details background images

Approved ✔
Not Approved ✘

The background image in the approved ad is well cropped and features human imagery.

The background image in the not approved ad should not contain prevalent text, is busy with content, and does not have a strong focal point.

Safe Zone Restrictions

TVs commonly crop a few pixels from each edge of the display. In the home screen’s default state, the ad is positioned at the bottom edge of the screen.

The bottom 27px of the banner area is restricted to ensure that important content is inset enough to be viewable. The top and right edges of the mini details background image are also restricted, by 27 and 48px respectively.

Safe zones: Fire TV Home Screen / Ad Selected

Safe zones: Banner template

Additionally, to avoid visual conflict with other onscreen tiles, the safe zone restricts content 27px from each edge of the banner.

Ad Banner

Composition & Clarity
Make sure that the promotion can be understood at a glance, from the content of the banner alone.

  • Use compelling imagery to engage customers
  • Include as few words as possible
  • Elements must not look scattered within the placement—create a focal point

The banner must appear as a continuous unit; do not divide it into distinct sections.

  • Vertical divisions can cause a moment of confusion where it is unclear whether the ad consists of one selectable tile or multiple.
  • Mitigate any vertical divisions by blending the divide, or angling it if unavoidable

Blend foreground elements with the background content of the ad, creating a cinematic stripe:

  • Elements and characters must not look cut out. They must be blended into the composition using shading, blur, masking, additional imagery, or other visual techniques.
  • Closely-cropped imagery can look out of scale on large screens. Avoid displaying human features, such as the eyes, at extreme scale.
Approved ✔
Not Approved ✘

In this example, the imagery of an approved ad is blended into a panoramic composition. The characters appear naturally within a scene.

The characters in the not approved ad look cut out and are not blended with the background. There are harsh divisions in the background and issues with the comparative scale of elements.

Foreground Content in the Banner

  • If you do not have enough graphic content to utilize the full width of the banner, keep content loosely spaced and aligned to the left side of the placement area.
  • The banner image should never appear empty. Use the minimum content area shown in the template to ensure the ad has enough on-screen presence.
  • Elements should be vertically centered within the banner.

Minimum content area: Banner Template / Example Ad

Background Content in the Banner
The background of the ad banner should be as visual as the assets allow, spreading imagery across the full length of the ad whenever possible.

  • Avoid visual treatments that inappropriately call attention to the ad, such as bright colors and extreme patterns.
  • All background content must be full bleed; borders are not permitted.
  • Never blend the edges of the ad with the background of the home screen or otherwise mimic the Fire TV interface.
  • The ad placement sits above the rest of the screen’s content, in terms of layer order. Never use graphic treatments, such as an inner shadow, that disrupt this perception of depth.

If the framing of available imagery is unsuitable for the area, try one of the following methods to fill the placement’s length:

  • Extension of the original image via duplication, mirroring, blur or other techniques
  • Continuation of a repeating pattern or texture
  • Blending content into a soft gradient or dark color

Embedding Text in the Banner
Do not include any information within the banner image that isn’t essential. Highlight product features, not product IDs.

Try not to stack lines of text. Strongly avoid stacking more than 2 lines.

  • If you stack text, in order to keep the ad understandable at a glance, the two lines should be short, discrete thoughts. Avoid dividing a single phrase across two lines.
  • Avoid identical styling for stacked rows of text. Create contrast via font size or weight.

Typographic limits
Based on Amazon Ember and Kozuka Gothic typefaces at regular weight:

Typographic limitsUS/UK/DEJP (inclusive of spaces)
Maximum banner copy limit12 words30 Japanese characters
Maximum font size38pt36pt
Recommended font size32pt32pt
Minimum font size24pt24pt
Legal font size14pt14pt

Word/character counts include all characters and logos within the tile imagery, other than those which are embedded in the primary logotype or lockup.

Whenever possible, use the recommended font size of 32pt Ember Regular, to maintain consistency between advertisements.

  • Match the same visual weight if using an alternate font
  • Lighter font weights or detailed, graphic logotypes should be used if exceeding 32pt
  • The primary logotype—featuring only the proper name of the video, app, game or other endemic content—may exceed the maximum text size when using the asset as a focal graphic element

Additional Text Requirements

Banner & Mini-details

  • All-caps copy may never be used in the mini-details description.
  • All-caps copy is discouraged and may only be used in the banner and mini-details title if the advertiser can show their branding as precedent the resulting creative does not overtly “shout” at the customer.
  • Exclamation marks may not be used unless they are embedded in a logotype or are part of the proper name of a piece of content.
  • Use of unnecessary text, including “fine print,” copyright statements, and legal symbols is strongly discouraged and is subject to the maximum copy limit, treating each character group as a word. (“©2015, Amazon Studios®” would be 3 words). If added, text should be white or black, less than 60% opacity, set in 14pt Ember Regular, and placed unobtrusively in the bottom right corner of the canvas. The required treatment is provided in the template.

Calls to Action
To ensure that customers can easily understand the promotion, call-to-action text should be included both in 1) the banner as a short phrase and 2) the detail text of the mini-details as a part of a sentence. It may be omitted in only one of these locations, if necessary.

  • Call-to-action text embedded in the banner may not include additional glyphs (e.g. arrows or underlines), or be embellished as a button.
  • Do not add a separate call to action if it is implied already as a part of other text (e.g. Use “Available to rent on Amazon Video” rather than “Available to rent on Amazon Video. Watch now.)
  • A clarifying CTA is required if clicking the ad results in video or audio playback or requires an additional subscription or purchase. For example, “Watch now”, “Play video”, or “Watch live with a subscription to [service name]”.
  • Use a CTA when clicking through to a landing page or physical product shopping, to highlight the specific experience that will be available to the customer (e.g. “Browse the latest models”).

Accessibility Text
This text is dictated to customers who use Fire TV’s screen reader for accessibility and is limited to 128 characters.

  • It should be clear and specific enough to accurately communicate the value of the ad even if the customer can’t see the ad creative.
  • Don’t include separate calls to action (e.g. “Watch now”) in this text.

Row Header Text
Rows within the browsing interface on Fire TV are separated by row headers which title the content of the row. The header above the banner placement displays the text, “SPONSORED”, and is not configurable.

Asset Checklist

For the Banner image & Mini-details background image:

  • Pre-existing standard ad units for reference
  • Layered PSD files
  • Logos
  • Backgrounds
  • Provide extra framing space and extended background imagery to accommodate the placement’s width (more than 5x wider than an average landscape photo)
  • Key art
  • Lifestyle imagery is recommended
  • Fonts
  • Brand guidelines

For the Banner image, Mini-details description & Accessibility text:

  • Advertising copy
Photoshop Templates