We maintain high standards for the content and functionality of Campaign Landing Pages on Amazon. This page describes the creative guidelines and available components for building Campaign Landing Pages.
Campaign Landing Pages are required to use high-resolution (@2X quality) images on desktop and tablet devices, and @3X quality images on phones. This requirement guarantees that advertisers’ brands will be represented on Amazon with the same level of detail and crispness in the graphics on the Amazon home page.
Campaign Landing Pages come with built-in support for web browsers on desktops, tablets, and phones, and are accessible within the Amazon shopping apps for iOS, Android, and Fire OS. This ensures that our customers can access the pages no matter where they encounter ads or other media drivers.
Some landing page features are not compatible with all mobile and tablet devices - specific compatibility issues are noted below.
Campaign Landing Pages always display Amazon’s global navigation menu. Amazon’s shopping apps treat them like native content, preserving customers’ logged-in status and providing access to commonly used features like search and cart. Advertisers are not permitted to hide or alter these navigation elements.
Amazon’s product detail pages are a trusted and effective source of shopping information for our customers. Campaign Landing Pages for link-in, product-focused campaigns should offer a clear customer benefit or serve an educational purpose above and beyond the information listed on your product’s existing detail page. The same principle applies to other Campaign Landing Pages for offers and services not provided by Amazon.
A large hero image is the most common component of a Campaign Landing Page. Three versions of each hero image are required to support multiple platforms, as specified below. The image for each platform has a different “safe zone” where content is guaranteed to be legible and not cropped, based on the minimum width of the Amazon navigation for that platform.
Desktop image specs: 3000px wide image designed at 2X resolution, with all text and important content contained in the center 1800px (edges will be cropped off depending on browser width). JPG or PNG only. Maximum file size: 500kb.
Tablet image specs: 2560px wide image designed at 2X resolution, with all text and important content contained in the center 1260px (edges will be cropped off depending on the width of the device). JPG or PNG only. Maximum file size: 500kb.
Phone image specs: 1242px wide image designed at 3X resolution, with all text and important content contained in the center 960px (edges will be cropped off depending on the width of the device). JPG or PNG only. Maximum file size: 500kb.
Hero images must include valid alt text for use by screen readers.
Hero images have an optional background color property that creates “sleeves” behind the image to support wide screens.
On desktop browsers, a hero component can also use a video file to create an animated effect. Animated hero components are not supported on tablets and phones, so a static hero image following the standard specs above must be uploaded for those platforms.
In addition to the standard background image, a hero image component may also contain video players, Buy Boxes, or linked images.
See below for more details. Videos inside hero images must be located within the center safe zone of the image. The same video and thumbnail assets will be used across all platforms.
Hero images can contain a Buy Box that displays live product information, including a product’s photo, title, price, star rating, and Prime eligibility. Customers can add eligible products directly to their Cart from the Buy Box, or click through to the product’s detail page.
Hero images can contain smaller links that open a modal lightbox experience, supporting video, images, and Buy Boxes.
Hero images can contain buttons or other images that link to other pages on or off Amazon.com.
Campaign Landing Pages are often used to display groups of products from the same advertiser. Product lists on Campaign Landing Pages are formatted as horizontal lists. On desktop browsers, the list is navigable with left and right arrows. On phone and tablet devices, the list is touch-enabled.
Campaign Landing Pages can contain video players, either embedded in header images or centered on the page as a distinct element.
The following mobile and tablet devices are incompatible with Amazon’s video player and will render Campaign Landing Pages with videos removed:
Tabs are a useful navigation tool for some landing pages, allowing customers to switch between different groups of products or other content while staying on the same page. Campaign Landing Pages can use either the standard Amazon UI pattern for tab headers or custom branded tabs, depending on an advertiser’s branding preferences.
Image assets for custom tabs must be at least 88px tall (@2X resolution) for desktop and tablet platforms, and at least 132px tall for phones. The tab headers will expand to match the width of these images. Provide images for base and selected states on all platforms, as well as an optional hover state for desktop.
Base | Hover | Selected | Minimum Height | |
---|---|---|---|---|
Desktop | X | X | X | 88px (@2x resolution |
Tablet | X | X | 88px (@2x resolution | |
Phone | X | X | 132px (@3X resolution) |
Standard Amazon UI tabs on a Campaign Landing Page
Campaign Landing Pages can feature up to five photos in the same area using an Image Gallery.
The Text Block component displays HTML text on Campaign Landing Pages. Text Blocks can contain headers, bold and italic text, links, and special characters.
The Spacer component adds vertical space to a Campaign Landing Page.
Campaign Landing Pages are accessible from Amazon’s website, mobile apps, and tablet devices
For more information on landing pages that are tailored to make the most of TV screens and navigation, please see Fire TV Landing Pages.