Feature Rotator

Asset specifications

Ad Content Restrictions

In order to make sure people of all ages have the best experience possible on their Fire TV, we work with our clients to run ads that are appropriate for all audiences. All Fire TV ad content must conform to Amazon’s Creative Acceptance guidelines and Fire TV Guidelines and Acceptance Policies. Amazon requires that advertisers review their content with these guidelines in mind before submitting.

Background images

Make sure the essential elements of the image are within the yellow safe area. Essential elements, like faces of key characters or products, that fall outside of the safe area may be covered by navigation UI or logo content. Legal text and rating labels will be placed in the green area.

• Use cinematic imagery: Use imagery that is engaging and provides context to the ad.
• For entertainment ads: Use imagery that features the content that’s being promoted.
• For non-entertainment ads: Use imagery that communicates a story about the advertised brand, products, services, or promotional events to viewers. Make sure the subject of the background image matches the ad copy used in the logo image.
• Physical products: Imagery should show the advertised product, customer using the product, or be brand focused.
• Service products: Imagery should show customer using the service or the amenity that’s being advertised, or be brand focused.
• Brand focused: Brand-focused imagery should feature branded characters (e.g. brand mascots, ambassadors, or characters from brand’s commercials), show brand events (e.g. A trail day event from an outdoor product company), or include branded illustrations. Brand-focused imagery must communicate a clear brand story, or a brand’s products or services. Imagery that doesn’t provide context to the ad (e.g. generic patterns and graphics) is not allowed.

✔ Approved



This creative shows the advertised product.

✔ Approved



This creative shows a customer is using the advertised product.

✔ Approved



This creative shows a customer is using the advertised service.

✔ Approved



This creative shows the context (an airplane) of the advertised service.

✔ Approved



This creative features the brand’s mascots.

✔ Approved



This creative shows imagery that features an event sponsored by the brand.

✔ Approved



This creative shows branded illustrations that provides context for the brand’s products.

✘ Not approved



Why? The illustration in this creative looks generic and doesn’t help articulate a brand story.

• Use high quality imagery: Background image should look clear on a high-definition television (HDTV); don't include upscaled images; image retouching is photorealistic; avoid defects in gradients, shadows, and perspective.

✔ Approved



✘ Not approved


• Use balance: Use imagery that has a sufficient amount of space on the left side where the logo will overlay.
• Use imagery that makes full use of the space: Use a single image asset that extends all the way to the edge of a background image (full bleed). The following scenarios are also allowed when meeting our requirements:
• A single image that’s not big enough to fill the background image: The image asset should fill at least the right half (50%) of the background image with no gaps around the edges, while additional visual treatment can be added on the left side of the background image, with no gaps around the edges, to fill the empty space. For single titles, avoid a straight division (vertical line) between the image asset and the additional visual treatment.

✔ Approved




✘ Not approved






• Multiple images need to show in one image: The combined image should have an edge-to-edge background that situates the image assets. The composition of a combined image should be balanced and prioritize the key subjects from the image assets. Avoid using plain background or visual treatment that has no association with the image assets.
✔ Approved



✘ Not approved




• Only use text if necessary: Text is allowed in the background image asset with some guardrails:
• Keep primary messaging in logo image: Most important information should go in main logo lock up.
• Only include necessary information: Messaging should be clear.
• Text/Logos can be included to provide additional context and/or details (i.e accolades, event details, awards, etc).
• Keep text and logos in background legible: Must be within safe zone and should contrast well with additional background elements.
• Use a minimum font size of 18pt Arial Regular/Amazon Ember.
• Keep the number of lines in the background up to 2 lines.
• Keep logos and text in background naturally integrated with the composition.

✔ Approved



✘ Not approved



This creative has text with clear
visual hierarchy and provides
contextual details.

This creative has text with
competing hierarchy and repeats
content from the logo.

• Use Depth: Varying depths of field in the image will provide a good backdrop.
• Place subject on the right: The main subject should be to the right side of the image.
• If an app is VSK-enabled: Include an Alexa Speech Bubble, ‘Alexa, play ___ on _____.” (See the guidelines for Voice Skills Kit-enabled apps.)

• Crop heads and faces: Use the safe zones to verify placement of heads and faces.
• Place subject left: The main subject should not be on the left side because the UI may obscure it.
• Embed QR codes: QR codes should not be in the background image.
• Use busy imagery: Do not use imagery that has too many subjects or fine detail. Keep the top 64px free of key content and elements.
• Avoid graphics with white or light backgrounds: Predominantly white or light backgrounds are harsh on eyes and don’t provide enough contrast for UI elements. Brightness and/or saturation should be reduced if such backgrounds are used.

✔ Approved



✘ Not approved


• Fill the entire background image with text: Text in background must not be the main or only object of the image.
• Use redundant messaging: Text in background image should not repeat from logo lock up.
• Saturate background with logos: Avoid logo repetition when not required.
• Overpower logo image: Text/Logos in background image should not compete with main logo lock up.

Logo images

Examples

• Only include necessary information in the logo lockup: Up to four lines of logo elements are allowed, as it helps maintain a clear visual hierarchy of the logo lockup.
• Keep visual hierarchy clear: The most important information should have the highest visual priority (e.g. a content logo stands out from other logo elements)
• Keep the logo lockup left aligned and vertically centered: At least one element in the logo image must be left aligned

✔ Approved



✘ Not approved



✔ Approved



✘ Not approved



Why? The logo lockup is not left-aligned with the Fire TV UI elements and content rows beneath.

• Keep the content visible: Logos should contrast with the background asset.
• Maintain a readable text scale: The CTA text should be at least 24pt Arial regular (or equivalent font). Consider removing extra lockup elements if they fall below 14pt.
• Use texture: Logos can contrast backgrounds with texture and effects.
• Use depth: The featured logo can use depth and perspective.
Use a simple and clear CTA: CTA should have simple messaging and communicate the action that the customer is expected to take, such as ‘Watch Now’ or ‘Catch Up’.
Do not use ‘Learn More’ or 'Shop now' (if your content links to a product that can be purchased on Amazon) for the CTA text as this will already be included in the button within the updated Fire TV UI.
Call-to-action text is prohibited from including additional glyphs (e.g. arrows or underlines), or being embellished as a button.
Include event information, dates, and times if relevant. Examples are: ‘Watch the series finale on 9/8 at 8 PM ET’ or ‘Catch up before the season premiere on 9/8 at 8 PM ET’.

✘ Do not:

Videos

Safe zone

• Videos must meet all requirements. No edits will be made to the original assets.
• It is preferable for videos to be presented without static visual elements that distract from the content. This includes, but is not limited to:
• Black borders (letterboxing or pillarboxing)
• Static frames or decorative borders
• Permanent overlays
• Unnecessary graphic elements
• Fixed logos
• Decorative frames or vignettes
• Videos must not display elements that simulate fake functionality and CX hardblockers such as:
• Non-functional UI components (play buttons, sliders, volume controls)
• Artificial cursor movements or click indicators
• Simulated video player interfaces
• Fake social media elements
• Mock interactive overlays
• Counterfeit progress bars

• Use engaging video: A trailer video should showcase key characters or scenes from the title that will excite/delight customers. For non-entertainment ads, a video should tell a story about the advertised brand, product or service.
• Provide high-quality video: A high-bitrate video source prevents compression artifacts.
• Use a controlled volume: Make sure that the volume of the video is normalized (i.e. is not too low or too high).
• Make sure the resolution is correct: Videos should be at a resolution of 1920 x 1080px.
• Include a simple end slide with the provider's logo: Slide duration should not be longer than 3 seconds.
• Make sure videos are in the primary language of the locale where the ad is shown.

Content rating labels

Legal/disclaimer text

• Where beneficial to the customer, up to two lines of legal text may be accepted.
• Subscription required – If the content promoted requires an additional paid subscription beyond a Prime Video subscription, this must be made explicit in the creative by one of the following methods:
• Within the Call-to-Action text: “Watch with a subscription”, “Subscribe to watch now”, etc.
• As legal text within the creative: “Subscription required”, etc.
• Within the Call-to-Action text plus legal text: “Watch with 7-day free trial” plus additional legal text “Restrictions apply”, etc.
• Rent/Buy – If the content promoted requires payment to rent/buy/purchase the app or piece of content, this must be made explicit in the creative.
• Within the Call-to-Action text: “Buy or Rent on Prime Video”, “Available to Rent”, “Available to Buy”, “Own it today”, “Stream with Purchase”, “Prime Member Deal”, “Watch now [+ Prime Video Cinema logo lockup]”, etc.
• Standard guidelines for call to action text apply.
• Claims and substantiation: follow guidance for Claims and Substantiation.
• Any use of unnecessary text, including legal “fine print”, copyright statements, legal symbols or Terms & Conditions is discouraged. Our recommendation is to provide full terms & conditions or disclaimer copy on the landing page. If added, text should be white or black, less than 60% opacity, set in 14pt Arial regular (or equivalent font), and placed unobtrusively in the bottom right corner of the background image, inside of the green safe zone shown above.
• Note: The green section for rating labels and legal text will not be visible in the unselected state of Feature Rotator. Customers will still see this information in the selected state.