Sponsored Screensaver

Creative guidelines

A Screensaver ad requires two custom components: a logo image and a background image. A translucent overlay will apply to a background image automatically, dimming the left half of the image for more contrast between the creative’s background image and logo image.

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.

The green area is the safe zone for the background image of a Screensaver ad. Keep essential elements (e.g. the head of a key character) inside the safe zone so they don’t get cropped by zooming effects or covered by the dark overlay.

Dimensions: 1920 x 1080px
Format: JPEG
Maximum file size: 450KB

• 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.

✔ Do:



✘ Do not:


• Imagery should be engaging, enticing customers with key characters of the content. Use imagery that features the content that’s being promoted.
• Ensure that the focal point (e.g. key subjects or character heads) of a background image is inside the green safe zone.
• Ensure that there is sufficient open space to the left side of the background image, which is where the logo image overlays.

✔ Do:



✘ Do not:


• Fill the safe zone with the key subject of the background image as much as possible. Make sure that the composition looks balanced; avoid cut-off key subjects and very large faces.

✔ Do:



The key subject fills the safe zone and looks balanced.

✘ Do not:



The key subject is too small and doesn’t make maximum use of the safe zone.

✔ Do:



The key subject fills the safe zone and looks balanced.

✘ Do not:



The face is too big and overflows the safe zone. It may be cut off when shown on TV.

• 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 to fill the empty space. Avoid a straight division (vertical line) between the image asset and the additional visual treatment unless that is a branding requirement.

✔ 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


• Background static images of TV screens from competitors or images that do not appear engaging or showcase UI look-alike elements are not allowed.

✔ Do:



✘ Do not:


• Don’t use high-contrast patterns. A contrast ratio of 5:1 or lower and a RGB range of 16–235 is strongly recommended.

✔ Do:



✘ Do not:


• Don’t use imagery with predominantly white or light backgrounds that 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.
• Don’t place text or logos in background images that compete with or distract from the primary logo image. Any background text must provide meaningful, non-redundant context.

✔ Approved



✘ Not approved


• Don’t include the translucent overlay when exporting the background image.

Dimensions: 640 x 360px
Format: JPEG
Maximum file size: 450KB

A logo image contains the following elements:

• Only include necessary information in the logo lockup. Up to five lines of logo elements are allowed, as it helps maintain a clear visual hierarchy of the logo lockup.
• Keep the logo lockup left aligned and vertically centered.

✔ Do:



✘ Do not:


• When a content title logo is included, it should have the highest visual priority when compared to other logo elements. For example, the content title logo is in a brighter color or bigger size than other logos and text.
• All logos must be legible: the primary text of a logo should be at least 24 pt (Arial regular or equivalent size). Otherwise, the smallest text of a logo should be at least 14 pt.
• The logo image must contrast well with the background image; a minimum of 3:1 contrast ratio is required.
• Don’t duplicate logos or text copy. (This doesn’t apply to logos or text that exist organically in the background image.)
• A trademark symbol is discouraged but not blocked.

• Ad copy should be clear, direct, accurate, and understandable to the average customer.
• Avoid end punctuation.
• Maximum font size for prices is 48 pt (Arial regular or equivalent size).
• All primary text should be at least 24 pt (Arial regular or equivalent size). Secondary text that is smaller than 24 pt is allowed.
• Do not include “fine print,” copyright statements, or legal symbols.
• For entertainment ads, use a recommended CTA whenever possible.
• CTA text must:
• Communicate the action that the customer is expected to take.
• Reflect customer experience on the landing page.
• Start with a verb.
• Be at least 28 pt.
• Not be used to message an offer (e.g. “Save $5”).
• Disclaimer text
• 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.

All ad copy (including disclosure) in Screensaver creatives should meet creative acceptance policies when applicable.

A content rating label can be placed either in the blue safe zone on the background image or in the logo image. A content rating label is required for content rated for 12/13 years and older when the ad drives directly to a video or a page where video is featured.

• Use the content rating labels provided in the PSD template.
• Ensure that content rating labels are legible. For example, adjust the background image or the color of the rating label when necessary; and avoid applying drop-shadow effects to the rating label.
• Ensure that the content rating label is reflecting the rating of the content title or app being advertised.
• Use the default position of a content label when placing it in the background image.

Legal text such as copyright statements and legal symbols will be removed by default. If legal text is used, adhere to the following requirements:

• Place legal text in the blue safe zone on the background image. If additional space is needed, use the landing page or include it in the logo.
• Do not stack legal text with a rating label. Place legal text on the left side of the content rating label (if applicable).
• Use 14pt font.
• Keep up to two lines of text.
• Legal text must not overflow the safe zone.