Animated Wake Screens

Experience Overview

When a customer turns on their Fire device, they are presented with a full-screen, high-quality image with subtle animations and a call-to-action button. Tapping on the call-to-action button unlocks their device and opens an Amazon shopping page (products, movies, apps, etc.) or a full-screen interactive experience (Custom Landing Page, Click to full-screen video, or tablet-optimized external URL).

Creative Guidelines

Animations on the wake screen should be balanced, simple, respectful, and smart:

  • Any animation should be restrained, relying on subtlety and finesse.
  • Animations should be fluid and smooth, not abrupt or forceful. Cuts do not occur quickly or suddenly.
  • All animation complements the design and supports the message of the ad.

Learn more about Fire tablet Creative Standards here.

Creative Specifications

Wake screens on Fire tablet devices may be animated by providing video files in addition to the background images.

AssetDimensionsMax. File WeightFormatMin. Font Size (US/EU)Min. Font Size (JP)
Backgrounds1200x1920px (P) and 1920x1200px (L)3500kbMOV or MP432pt28pt
Buttons1200x1920px (P) and 1920x1200px (L)3500kbPNG-2432pt28pt
  • Assets must be created for both landscape and portrait orientations.
  • Button assets should be the size of the full screen (with a majority of the asset being transparent), not cropped to the dimensions of the visible button.

The background video should adhere to the specifications outlined below.

Video Asset
Max. file size3.5MB
Frames per second24fps
Max. video length7 seconds
  • Video files cannot contain audio
  • Animation cannot be delayed. It must start immediately within the first frames of the video
  • Ad headline, supporting copy, call-to-action, and product image (if applicable) must be visible in the first frame and throughout the entire video.
  • Ad text and advertiser logo cannot move, fade, rotate, or stretch. Other minor effects may be applied.

For additional requirements around wake screen and call-to-action assets, please refer to the Creative Standards page here.


North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

Compatible Features

Not compatible with Amazon Video Ads.

Asset Checklist

  • Campaign copy
  • Click through URL (if applicable)
  • Logo(s) in vector format (.EPS or .AI)
  • Campaign fonts
  • Brand guidelines
  • High quality imagery
    • Approved legal rights for tablet usage
    • 1920x1200 and 1200x1920 minimum size
    • Layered Photoshop file format (.PSD )
  • High quality video (if applicable)
    • 1280x720 minimum size
    • .mov or .mp4
  • Additional related design examples for visual reference

Photoshop Templates