Inline Ad Placement

Fire TV Home Screen / Ad Selected

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.

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

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

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. In these cases, an ellipses “…” will be added to the Title 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.

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

• Text and logos that exist organically in the background image, such as on product packaging, are allowed. Other usage of logos in this area, unless subtly embedded in an app screenshot, is no allowed.
• Keep the imagery simple and feature human subjects whenever possible.
• Avoid cropping heads and faces by following the guides included in the template, which denote where content will be cropped and masked.
• Avoid including numerous subjects or fine detail. For multi-title creatives, images displaying a grid of content titles/box art imagery are permitted when adhering to the following requirements:
• The grid shows at least 5 content titles
• The autoplay video promotes an app/channel and is not focused on specific titles (autoplay video is optional).
• The text adheres to the specified font size guidelines outlined below.

To limit the complexity of ads, text may be used only in the following cases and will count against the banner’s 20-word limit, unless otherwise noted:

• Clarifying content: Text may be used to clarify the titles or names of pictured content or characters. Text must be set in 24pt Ember Regular (or equivalent).
• Including box art imagery: Text with a cap height of 38px or less may be included as a part of pre-existing box art. Text embedded in box art imagery with a cap height of 24px or less may be omitted from the word count.
• One line of disclaimers or legal text is allowed. It doesn’t count against the banner's word limit.
• All text should be legible.

Don’t include QR codes in the background image.

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

Example mini-details background images

When a customer hovers over the banner, text and image detail content is revealed in the top half of the screen. After one second, a video can replace the imagery and begin to play with audio enabled. After the video concludes, the image is shown again.

The 1920 x 1080 video content should be short (10 – 30 seconds), engaging, and inspire the customer to click through to additional content. Treat the video as a fast overview of the advertised product. Use compelling imagery and motion to show an overview of the content.

• It is preferable to not show letterboxing in videos (black bars above and below). However, if the content being promoted uses letterboxing in the full-length video, then the trailer may feature letterboxing as well.
• Watermarks or Logos: It is preferable to not include watermarks/logo overlays within the video as this can draw focus from the primary video content. However, these overlays are allowed, provided the following guidelines are met:
1. The logo is placed within the safe zone.
2. The logo does not cover up key content (such as an actor’s face) or other text within the video.
• Disclaimers, legal text, captions, copyright notices, or other small type detract from the primary video content when used as continuous overlays. Limited amounts of text may be shown, interspersed as focal onscreen content during portions of the video, e.g. when the name of a director or studio is briefly shown during a trailer.
• Logos and text within the video must be legible and not cut off. Text (including legal/disclaimer text) must be a minimum 64px font size when viewed at the full 1920x1080 video size. This ensures legibility when the video is scaled down in the mini-details portion of the UI.

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

Composition and 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
• Multi-title creatives can have up to 4 content titles
• Don’t include QR codes on the banner

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.

• 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

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. Bright colors that are part of the advertiser’s branding, and take up less than half of the ad background, are allowed.
• Black/dark backgrounds make the ad banner difficult to distinguish from the rest of the page in the Fire TV UI. Creatives that require a dark background should either include additional imagery or pattern on the background, or add a light gray border around the ad.
• Borders are not permitted with the exception of the dark background example noted above.
• 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

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, two lines of disclaimer will be allowed as long as it takes up no more than 1/3rd of the banner. The location of the disclaimer can be flexible as long as it does not overlap with the banner safe zones.
• Avoid identical styling for stacked rows of text. Create contrast via font size or weight.

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

A content rating label is required for content rated for 12/13 years and older when the ad includes an auto-play video in mini-details, or drives directly to a video or a page where video is featured. Default rating labels are included in the PSD template.

All-cap copy and exclamation marks may not be used unless they are part of the proper name of a piece of content or a brand. Additionally, if all-caps or exclamation marks are included, the resulting creative must not overtly “shout” at the customer.

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.)
• 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”).

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.

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.

• 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.

Alcohol

Alcohol ads are prohibited in the US on Fire TV. For requirements in other locales, see the Creative Acceptance Policies. Inclusion of text based on those requirements may be excluded from the text limit.