Prime Video Feature Rotator
Feature Rotator* is a top level hero-placement, available to TVOD and Channel advertisers, that supports multiple pieces of content in its carousel. It is the most visible part of the Prime Video app user interface on Connected TV (e.g., Fire TV and third-party TVs), desktop, and mobile devices. Mobile devices includes both phones and tablets. Connected TV and desktop devices share Feature Rotator creative assets, but mobile devices require unique creative assets.
Experience overview
When customers browse Prime Video content via Connected TV, desktop, mobile, or tablet devices, the Feature Rotator stands out as the most prominent placement that appears above the fold, filling nearly the entire the screen with static imagery. On Connected TV and desktop devices, the Feature Rotator will auto-rotate through a carousel of content slots every five seconds. This auto-rotate functionality is not supported on mobile or tablet devices. The placement persists as customers navigate through the tabs to explore content.
On the Fire TV, third-party TVs and desktop devices, the static imagery in the Feature Rotator changes to auto-playing the video asset, filling the majority of the screen. When the video concludes, the Feature Rotator automatically shifts to the next slot in the carousel. On mobile and tablet devices, the Feature Rotator slots remain static.
When the customer clicks the ad they are taken to the click-through destination page where they can buy/rent, sign up, or watch.
Connected TV
Default
Auto-playing trailer
Expanded
Desktop
Default
Auto-playing trailer
Expanded
Mobile and Tablet
Default
Asset requirements overview
The Feature Rotator requires five unique creative assets. The background and title art cannot be shared across all device types due to different device client size requirements. See Connected TV and Desktop Asset specifications and Mobile and Tablet Asset specifications for specific details.
| Device Type | Component |
|---|---|
| Connected TV and desktop | Background image |
| Connected TV and desktop | Title art |
| Connected TV and desktop | Video trailer |
| Mobile and tablet | Background image |
| Mobile and tablet | Title art |
Creative guidelines
In order to provide a good customer experience, we require that all assets meet the following guidelines and Amazon Ads Guidelines and Acceptance Policies.
Asset specifications
The Feature Rotator requires five total assets to serve across all device types. For Connected TV and desktop devices, provide one background image, one title art, and one trailer video.
For mobile and tablet devices, provide one background image and one title art. Mobile and tablet devices have unique creative specifications (see Mobile and Tablet Asset specifications for more details).
| Device Type | Image component | Raw asset requirement | Final file requirement |
| Connected TV and desktop | Background image | Dimension: 3840 x 1440px or bigger Format: PSD (High-quality and layered), AI, EPS or SVG | Dimension: 3840 x 1440px Max file weight: 10MB Format: JPG (baseline) |
| Connected TV and desktop | Title art | Dimension: 1000 x 400px or bigger Format: PSD (High-quality and layered), AI, EPS or SVG | Dimension: 1000 x 400 max. The title art must have at least a 1000px width or a 400px height. Max file weight: 10MB Format: PNG |
| Device Type | Video component* | Dimensions | Max. File Weight | Format | Duration |
| Connected TV and desktop | Trailer | 1920 x 1080px | 500mb | MP4, M4V, MOV, MPEG | 15–18s |
* No edits will be made to the original video assets.
CTA and Entitlement Offer Clarity (EOC) string
Advertising copy such as offer messaging or calls-to-action are not needed as these will be automatically populated by Prime Video, using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered.
Connected TV
Default
Expanded
Desktop
Default
Expanded
1. Call-to-action (CTA)
2. Entitlement Offer Clarity (EOC) string
Background images
Background image refers to the 3840 x 1440px image asset that gives a visual representation of the ad product.
Requirements
Dimensions: 3840 x 1440px or larger
Aspect ratio: 8:3
Format: JPEG (RGB color)
Maximum file size: 10MB
Safe zone
This safe zone is relevant to Connected TV and desktop devices. See mobile section for its safe zones. Make sure the essential elements of the image are within the green safe area. Essential elements, like faces of key characters, that falls outside of the safe area may be covered by navigation UI or logo content. Legal disclaimers, if required, will be placed in the blue area.
High resolution image
Use the highest resolution that meets the ratio requirement. Upscaled images that are blurry will not be accepted. The minimum acceptable size for background image is 3840 x 1440 pixels.
Full-bleed image
The background image must use full-bleed imagery. To make the title art and text readable on the background, especially in the left area, it may fade out to a solid color or apply a gradient on the sides.
✔ Approved
Connected TV
Desktop
✘ Not approved
Connected TV
Desktop
Image content
Avoid images that depict drug usage, alcohol, or nudity. Images that are sexually explicit or depict violence or illegal activity are not acceptable.
Embedded logos or titles
With the exception of any required legal disclaimer text, don’t add text or logos to the background image.
Channel logo
For single title ads, channel provider logo will populate automatically based on the ASIN selected. TVOD ads will not feature dynamic channel logo, whereas Channel Ads will display the channel provider logo based on the ASIN selected.
Connected TV
Desktop
- Automated channel logo
Title art
Title art is a creative asset that appears on top of a background image. Depending on the type of Feature Rotator creative, a title art can represent a content title, a Prime Video Channel, or a content collection that is available from a Prime Video Channel.
Connected TV
Desktop
Requirements
Dimensions: 1000 x 400px max. The title art must have at least a 1000px width or a 400px height.
Format: 24-bit PNG with transparent background (RGB color)
Maximum file size: 10MB
Dimensions
Build a title art to fill the max width or max height of a 1000 x 400px canvas, and crop empty space. The following title art examples are all accepted:
Title art elements
| # | Components | Examples | Font sizes* |
| 1 | Primary logo | Single title ads: Content title logo (e.g. Mountain Biking) Multi-title ads: Channel logo (e.g. Exciting) | Minimum font size: 50pt Recommended font size: 120 pt or larger |
| 2 | Additional text or additional logo (Not recommended) | Brand slogan/tagline Talent names (e.g. Author or actor names) Studio logo (e.g. Marvel) Franchise logo (e.g. Star Trek) Original branding (e.g. Showtime Original) | Minimum font size: 50pt |
* Logo font size requirements are based on a 1000 x400px canvas with Arial regular (or equivalent) font.
Composition
- For best visual results, only place one logo in the title art. For campaigns promoting a single content title, use the content title logo as the title art. For campaigns promoting a prime video channel or a collection of content from the same channel, only use the channel logo as the title art, additional text or additional logo are not allowed.
- Additional text and logos are not recommended.If they must be included, follow these rules:
- All logos and text in the title art must meet minimum font size requirements.
- Visual priority must be clear. For example, if the creative is promoting a content title, then the content title logo should have the highest visual priority. If the creative is promoting a Prime Video channel, then the channel logo should be made the most prominent element in the title art. Visual priority can also be given to text that describes a content collection or theme, depending on what campaign needs to be promoted.
- To maintain a clear visual hierarchy, try to keep the total lines of title arts within 4 lines. Title arts exceeding 4 lines lose contrast between font sizes, resulting in similar font sizes for logo elements, leading to unclear visual hierarchy.
- Align logo elements purposefully to create an order that guides viewer eyes to read through the title art in a natural way (e.g. guiding viewers to read the text and logos from left to right or from top to bottom.)
- Including CTAs in title art is not allowed. Additional text must not repeat or contradict the auto-populated offer messaging or CTA. (E.g. “7-day free trial”, “$9.99/month”, “Buy now”, “Start watching” and so on.)
✔ Preferred
Why? The title art doesn’t contain any added text or logos.
✔ Approved
Why? Additional text above the content title logo doesn’t repeat or contradict the auto-populated offer messaging or CTA. It also meets font size requirements.
✘ Not approved
Why? The additional text “Available to buy or rent” repeats the auto-populated offer messaging.
✔ Approved
Why? The visual hierarchy is clear (Mountain Biking logo appears). Additional text and logo meet font size requirements.
✘ Not approved
Why? Text and logo font sizes are very similar, causing an unclear visual hierarchy in this title art.
✔ Approved
Why? The center alignment of the “Outdoor series” additional logo and the content title logo “Mountain Biking Cross Country Racing”, guides viewers to read from left to right. The additional logo meet font size requirements.
✘ Not approved
Why? Without a purposeful alignment, the randomly placed logos create an unbalanced look that requires viewer eyes to jump between each element in this title art, creating a jarring visual experience for viewers.
Trademark
A trademark symbol on the logo is strongly discouraged and will be removed by default.
Logo accessibility
Logos need to work against a dark background. A minimum of 3:1 contrast ratio is required.
Orientation
Title treatments are built left to right.
Click-through destination
There are four click-through types for ads in the Prime Video Feature Rotator. See Multi-Title section for details on this ad creative type.
| Click through type | Approved for Channel ads | Approved for TVOD ads | Approved for Single Title ads | Approved for Multi-Title ads |
| Subscription | Yes | No | Yes | No |
| Buy or Rent | No | Yes | Yes | No |
| Marketing Landing Page | Yes | No | No | Yes |
| Collections Page | Yes | No | No | Yes |
Trailer video
The video experience is supported on Fire TV, third-party devices and desktop devices.
Connected TV
Default
Auto-playing trailer
Desktop
Default
Auto-playing trailer
Safe Zone
Keep key subjects, text, or logos outside of the red area that will be covered by UI elements.
Requirements
Dimensions: 1920 x 1080px
Resolution: 1080p
Duration: 15-18s
Maximum file size: 500MB
Format: MP4, M4V, MOV, MPEG
Video Codec: H.264
Video Bitrate: 12mbps+ preferred
Audio Bitrate: at least 128kbps
Loudness Level: -24 LKFS +/- 2dB
True Peak Level: -2dB
Content visibility
Make sure not to place key subjects, text, or logos outside of the safe zone. The following example will not be approved since the text is placed outside of the safe area, resulting in it being covered by the horizontal navigation:
High quality video
Make sure the video has a high-bitrate. A high-bitrate video source prevents compression artifacts.
Violence/drugs/alcohol/nudity/explicit content
Ensure that the video does not contain gore, violence, or explicit language of a mature nature. Avoid any depictions of illegal activities or consumption of drugs and/or alcohol, nudity or content of a sexual nature.
Letterbox
Try not to 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.
Correct resolution
Make sure that the video has a 1920 x 1080p resolution. Do not cut off any key scene portions when cropping the video to a custom aspect ratio.
Use a controlled volume
Make sure that the volume of the video is normalized (i.e. not too low and not too high).
Language used
Make sure videos are in the primary language of the locale where the ad is shown.
Subtitle
Don’t include subtitles in the video.
Embedding text or logo
For the best viewer experience, do not place text or logos in the video, especially on the left half of the screen as they will overlap with the dimmed UI elements.
Preferred
Not recommended
Watermarks of logos
Do not include watermarks/logo overlays in the video because they can draw focus away from primary video content. However, these overlays are allowed if the following guidelines are met:
- The logo is placed within the safe zone.
- The logo does not cover up key content (such as an actor’s face) or other text within the video.
- The logo is legible. A minimum of 3:1 contrast ratio is required.
End card
End cards are not recommended. If used, do not mention a URL or App in the end card in the video.
✔ Approved
✘ Not approved
Content rating labels
For single title ads, maturity rating logos will populate automatically based on the ASIN selected when the title is rated for audiences that are at least 12/13 years old. If a campaign is running multi-title creative, content rating labels are not required.
Connected TV
Desktop
1. Automated content rating label
If a campaign is running with a multi-title creative, follow the multi-title guidelines for content rating label as indicated the mutli-title creative section.
Legal/disclaimer text
Dynamic legal disclaimer
For single title ads, legal disclaimer “Limited Time Offer. Terms Apply” will be automatically populated by Prime Video.
Connected TV
Desktop
1. Automated legal/disclaimer text
“Burned in” Legal disclaimer safe zone (blue)
Disclaimers on Connected TV, desktop, mobile, or tablet devices may be required on Prime Video, depending on the country where the ad will run (see list below) and if the ad is for transactional content (rent/buy) or a Prime Video Channel. While additional legal disclaimers are strongly discouraged, if required by the advertiser, they should be placed in the blue safe zone, top and right aligned with the safe zone. Text should be white or black (apply opacity if needed), set in 40pt Arial regular (or equivalent font), and placed unobtrusively in the background image. Make sure a minimum of 3:1 contrast ratio is met
Connected TV
Desktop
“Burned in” disclaimer copy per country
These requirements only relate to “burning in” a disclaimer into the background image of the Feature Rotator. Depending on the country, the Customer entitlement/ad offer will solve for other disclaimer requirements dynamically.
| Country | Disclaimer Required for Channel Ads | Disclaimer Required for TVOD ads | Prime Video Channel Disclaimer Copy |
| US | No | No | N/A |
| Canada | No | No | N/A |
| United Kingdom | Yes | No | A Prime add-on subscription |
| France | Yes | No | Un abonnement supplémentaire de Prime |
| Italy | Yes | No | Per i clienti Prime, con un abbonamento aggiuntivo |
| Spain | Yes | No | Para clientes Prime, con suscripción adicional |
| Mexico | No | No | N/A |
Any other use of unnecessary text, including legal “fine print”, copyright statements, legal symbols or Terms and Conditions is strongly discouraged. Our strong recommendation is to provide full terms and conditions or disclaimer copy on the landing page.
Multi-title creatives are only available to Prime Video Channel advertisers. A multi-title creative should promote:
- A Prime Video Channel (e.g. Exciting).
- A movie series* (e.g. Mountain Biking 1 and Mountain Biking 2).
- A collection of content titles (e.g. “Popular movies and TV shows”).
*If a creative is promoting multiple seasons of a TV series, it will count as a single title creative and should follow general creative guidelines.
Connected TV
Default
Expanded
Desktop
Default
Expanded
Multi-title creatives should adhere to the following guidelines in addition to general creative guidelines for Prime Video Feature Rotator.
Title art
For campaigns promoting a prime video channel or a collection of content from the same channel, the channel logo should be the only element in the title art, additional text or additional logo are not allowed.
Click-through destination
Multi-title campaigns must link to either a Prime Video Channels page, or a marketing landing page.
Marketing messaging
Marketing messaging is optional and can include advertising copy such as promotions or deals. For example, “50% off for 3 months”. Marketing Messaging do not exceed 58 characters.
Connected TV
Desktop
- Marketing messaging
Synopsis
Describe the overall campaign intent or value proposition in the synopsis. For example, “Save on movie bundles”, “Discover critically-acclaimed originals, documentaries, hit movies, and more”. It is optional to include a synopsis, copy not exceeding 124 characters total.
Connected TV
Desktop
- Synopsis
CTA and Entitlement Offer Clarity (EOC) string
Advertising copy such as offer messaging or calls-to-action are not needed as these will be automatically populated by Prime Video, using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered.
Connected TV
Default
Expanded
Desktop
Default
Expanded
- Call-to-action (CTA)
- Entitlement Offer Clarity (EOC) string
Dynamic legal disclaimer
For multi-title ads, the legal disclaimer "Limited Time Offer. Terms Apply" will be auto-populated for any price promotion.
Connected TV
Desktop
- Automated legal/disclaimer text
“Burned in” legal disclaimer
For any other promotions, if legal disclaimer is required, place the text in the background image safe zone.
Connected TV
Desktop
Content rating labels
Content rating labels are not required on multi-title ads in any country.
Channel forward
A channel-forward creative showcases a Prime Video Channel’s breadth and depth of service.
- Background image: There is no limit to the number of titles featured on the background image, however box art tiles must be large enough to distinguish characters and titles. The titles of movies/shows within box art must be a minimum 48pt Arial regular (or equivalent font). Other text (e.g. Showtime Original) can be smaller. (Font size is based on a 3840x1440px canvas.)
- Title art:
- Follow general title art guidelines.
- Channel-forward creatives should feature advertiser channel logos.
- Channel-forward creatives shouldn’t show content title logo in the title art.
- Trailer video: Trailers should be sizzle reels that focus on communicating the content available within the channel (e.g. popular movies and TV shows).
✔ Approved
Connected TV
Desktop
Why? The box art tiles in the background looks like a full bleed image that isn’t mimicking the Prime Video app UI.
✘ Not approved
Connected TV
Desktop
Why? Box art tiles must not mimic the Prime Video app UI nor appear as a row of clickable tiles.
Content forward
A content-forward creative showcases up to three content titles from a Prime Video Channel.
- Background image:
- A maximum of 3 content titles are allowed. The background image can have one key art that is representing a common character from a series of movies, or have 2 or 3 different key arts with each of them representing a different content title.
- Content title names placed on the background must be in either text or logo format, a minimum font size of 55pt Arial regular (or equivalent). (Font size is based on a 3840x1440 px canvas.)
- Each content title name should be close to the corresponding title key art.
- Content titles names or logos must be placed in the green safe zone of the background image.
- Title art:
- Follow general title art guidelines.
- Place one channel logo in the title art; place content title names in the background image safe zone.
- Trailer video: Trailers should be sizzle reels that focus on communicating the content available within the channel (e.g. popular movies and TV shows).
✔ Approved
Connected TV
Desktop
Why? The content title names are placed in the background image with the corresponding content images. The font size of the content title names meets the requirement so it’s easy for customers to understand what content they can watch in this channel.
✘ Not approved
Connected TV
Desktop
Why? Including multiple content title logos in the title art is not allowed. It’s difficult to associate the logos with the correct key arts, and this also crowds the title art, creating a cluttered visual experience.
Mobile and Tablet
Asset specifications
Due to mobile’s different creative specifications compared to Connected TV and desktop devices, the mobile Feature Rotator requires two unique assets: a background image and a title art. A trailer file is not required as mobile does not support autoplay of trailers. The mobile assets are supported by all mobile and tablet devices.
| Device Type | Image component | Raw asset requirement | Final file requirement |
|---|---|---|---|
| Mobile and tablet | Background image | Dimension: 1936 x 1089px or bigger Format: PSD (High-quality and layered), AI, EPS or SVG | Dimension: 1936 x 1089px Max file weight: 10MB Format: JPG |
| Mobile and tablet | Title art | Dimension: 1400 x 560px or bigger Format: PSD (High-quality and layered), AI, EPS or SVG | Dimension: 1400 x 560px Max file weight: 1MB Format: PNG |
CTA and offer messaging
Advertising copy such as offer messaging or calls-to-action are not included on mobile. The offer message will be automatically populated by Prime Video using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered. On mobile, unlike Connected TV and desktop web, the CTA is not included in the Feature Rotator.
1. Customer entitlement/ad offer
Background images
Background image refers to the 1936 x 1089 image asset that gives a visual representation of the ad product.
Requirements
Dimensions: 1936 x 1089 or larger
Aspect ratio: 16:9
Format: JPEG (RGB color)
Maximum file size: 10MB
Safe zone
These safe zones apply to mobile and tablet devices. See Connected TV and desktop devices section for their safe zone requirements. Make sure the essential elements of the image are within the green and yellow safe zones. In the green area, there is no risk of other elements covering the background image. The yellow safe zone may experience logo overlap on smaller mobile screen sizes (see title art guidance).
To ensure high-level of creative quality, do not place essential elements of the background image (e.g. actor's face) or content titles in the yellow safe zone if it will overlap with the title art. Do not place any text or the content's title in the yellow safe zone. Legal disclaimer, if required, should be placed in the blue area. When building mobile creative, verify mobile experience against the smaller mobile specifications instead of tablet. As devices get bigger, the creative experience will improve.
✔ Approved
✘ Not approved
Why? The logo covers key subjects on mobile screen sizes (e.g. actor's face). Essential content must be visible on all screen sizes.
High resolution image
Use the highest resolution that meets the ratio requirement. Upscaled images that are blurry will not be accepted. The minimum acceptable size for background image is 1936 x 1089 pixels.
Full-bleed image
The background image must use full-bleed imagery. It may fade out to a solid color or darken with a gradient on the sides, especially in the left area, so that the title art and text can be accessible and readable on the background.
✔ Approved
✘ Not approved
Title art
A title art is a creative asset that appears on top of a background image. Depending on the type of Feature Rotator creative, a title art can represent a content title, a Prime Video Channel, or a content collection that is available from a Prime Video Channel.
Requirements
Dimensions: 1400x560px
Aspect ratio: 5:2
Format: 24-bit PNG with transparent background (RGB color)
Maximum file size: 1MB
Safe zone
In the yellow safe area, elements should be placed with caution, as they may cover the background on smaller device screens. Some overlap of logo and background image is unavoidable on smaller mobile devices, but logos should not overlap with faces of main characters or create significant readability issues.
✔ Approved
✘ Not approved
Why? The logo covers character’s face on smaller screen sizes.
When key elements in the background image occupy both the green and yellow safe zones, place the logo only within the green safe zone in the title art.
Dimensions
Build the title art from the bottom left of a 1400x560 canvas, and do not crop empty space. The following title art examples are all accepted:
Title art with the max width and height
Title art with the max height
Title art with the max width
Title art elements
| # | Components | Examples | Font sizes* |
| 1 | Primary logo | Content title logo (e.g. Mountain Biking) Channel logo (e.g. Exciting) | Minimum font size: 127pt Recommended font size: 175pt or larger |
| 2 | Additional logo (Not recommended) | Channel logo (e.g. Exciting) Studio logo (e.g. Marvel) Franchise logo (e.g. Star Trek) Original branding (e.g. Showtime Original) | Minimum font size: 70pt |
| 3 | Additional text (Not recommended) | Brand slogan/tagline Talent names (e.g. Author or actor names) | Minimum font size: 44pt Recommended font size: 65 or larger |
* Logo font size requirements are based on a 1400x560 px canvas with Arial regular (or equivalent) font.
Composition
For best visual results, only place one logo in the title art. When composing the title art, consider how it will fit into the background. The elements on the title art do not need to fill the max width or max height of a 1400 x 560px canvas. For campaigns promoting a single content title, use the content title logo as the title art (refer to multi-title guidance for multi-title ads). For campaigns promoting a prime video channel or a collection of content from the same channel, use the channel logo as the title art.
- Additional text and logos are not recommended. If they must be included, follow these rules:
- All logos and text in the logo image must meet minimum font size requirements.
- The additional text (e.g. “A show loved by mountain bikers”) should not exceed one line in length.
- Visual priority must be clear. For example, if the creative is promoting a content title, then the content title logo should have the highest visual priority. If the creative is promoting a Prime Video channel, then the channel logo should be made the most prominent element in the title art. Visual priority can also be given to text that describes a content collection or theme, depending on what campaign needs to be promoted.
- To maintain a clear visual hierarchy, try to keep the total lines of title arts within 4 lines. Title arts exceeding 4 lines lose contrast between font sizes, resulting in similar font sizes for logo elements, leading to unclear visual hierarchy.
- Align logo elements purposefully to create an order that guides viewer eyes to read through the title art in a natural way (e.g. guiding viewers to read the text and logos from left to right or from top to bottom.)
- Including CTAs in title art is not allowed. Additional text must not repeat or contradict the auto-populated offer messaging or CTA. (E.g. “7-day free trial”, “$9.99/month”, “Buy now”, “Start watching” and so on.)
✔ Preferred
Why? The title art doesn’t contain any added text or logos.
✔ Approved
Why? Additional text above the content title logo doesn’t repeat or contradict the auto-populated offer messaging or CTA. It also meets font size requirements.
✘ Not approved
Why? The additional text “Available to buy or rent” repeats the auto-populated offer messaging.
✔ Approved
Why? The visual hierarchy is clear. Mountain Biking (Primary logo) has the highest priority, and both additional text and logo meet the font size requirements.
✘ Not approved
Why? The logo font size are very similar and channel logo is bigger than content title logo (Primary logo), causing an unclear visual hierarchy in this title art.
✔ Approved
Why? The center alignment of the “EXCITING” logo and the text “Outdoor Adventure & Beyond” guides viewers to read from left to right on the first row. The left alignment of the first row and the second row in this logo guides viewers to easily move their eyes from the first row down to the second row.
✘ Not approved
Why? Without a purposeful alignment, the randomly placed logos create an unbalanced look that requires viewer eyes to jump between each element in this title art, creating a jarring visual experience for viewers.
✔ Approved
Why? The additional element "Outdoor Fun Series" icon is center aligned with the content title logo "Mountain Biking" to guide viewers to read from left to right. The visual hierarchy is clear, and the additional logo meet font size requirements.
Content rating labels
For single title ads, maturity rating labels will populate automatically based on the ASIN selected when the title is rated for audiences that are at least 12/13 years old. If a campaign is running multi-title creative, content rating labels are not required.
1. Automated content rating label
Legal/disclaimer text
Legal disclaimer safe zone (blue)
Disclaimers on mobile and tablet devices are not required by Prime Video in the US. Depending on the country, should adhere to the “Burned in” disclaimer copy per country. While additional legal disclaimers are strongly discouraged, if required by the advertiser, they should be placed in the blue safe zone, top and right aligned with the safe zone. Text should be white or black (apply opacity if needed), set in 36pt Arial regular (or equivalent font), and placed unobtrusively in the background image. Make sure a minimum of 3:1 contrast ratio is met.
On mobile, due to the smaller screen size, a maximum of two titles can be featured in multi-title creatives. This differs from Connected TV and desktop creatives where a maximum of three titles can be featured in multi-title creatives. Multi-title creatives are only available to Prime Video Channel advertisers. A multi-title creative should promote:
- A Prime Video Channel (e.g. Exciting).
- A movie series* (e.g. Mountain Biking 1 and Mountain Biking 2).
- A collection of content titles (e.g. “Popular movies and TV shows”).
*If a creative is promoting multiple seasons of a TV series, it will count as a single title creative and should follow single title creative guidelines.
Click-through destination
Multi-title campaigns must link to either a Prime Video Channels page, or a marketing landing page.
Content rating labels
Content rating labels are not required on multi-title ads in any country.
CTA and offer messaging
Advertising copy such as offer messaging or calls-to-action are not included on mobile.. The offer message will be automatically populated by Prime Video using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered.
1. Customer entitlement/ad offer
Channel forward
A channel forward creative showcases a Prime Video Channel’s breadth and depth of service.
- Background image: There is no limit to the number of titles featured on the background image, however box art tiles must be large enough to distinguish characters and titles. The titles of movies/shows within box art must be a minimum 44pt Arial regular (or equivalent font). Other text (e.g. Showtime Original) can be smaller. (Font size is based on a 1936 x 1089px canvas.)
- Title art:
- Follow general title art guidelines.
- Channel-forward creatives should feature advertiser channel logos.
- Channel-forward creatives shouldn’t show content title logo in the title art.
Content forward
A content forward creative on mobile showcases up to two content titles from a Prime Video Channel.
- Background image:
- A maximum of 2 content titles are allowed. The background image can have one key art that is representing a common character from a series of movies, or have 2 different key arts with each of them representing a different content title.
- Content titles names or logos must be placed in the green safe zone of the background image.
- Content title names placed on the background must be in either text or logo format, a minimum font size of 44pt Arial regular (or equivalent), use all capital letters if it is text. (Font size is based on a 1936 x 1089px canvas.)
- Each content title name should be close to the corresponding title key art.
- Title art:
- Follow general title art guidelines.
- Two accepted title art treatments:
- Place one channel logo in the title art; place content title names in the background image safe zone.
- Besides the first treatment, content titles in series (e.g. Mountain Biking 1 and Mountain Biking 2) can also use one common title logo in the title art to call out the collection (e.g. Mountain Biking 1 & 2, or Mountain Biking movies). Don’t include multiple content title logos in the title art. The background image should show the common character from those titles. Don’t include content title names in the background image for this treatment.
✔ Approved
Why? The content title names are placed in the background image with the corresponding content images. The font size of the content title names meets the requirement so it’s easy for customers to understand what content they can watch in this channel.
✔ Approved
Why? The creative space is maximized by extending the figures into both the yellow and green safe zones on the background image, and the title art uses only the green safe zone for the channel logo. The content remains readable on small devices.
✘ Not approved
Why? The content titles are placed in the yellow safe zone rather than the green safe zone of the background image, and the title art covers the content titles on small devices.
✘ Not approved
Why? The content title names on the background image are not properly positioned within the safe zone, the ads offer string and title art obscure the title names.
Disclaimer: Feature Rotator title name “Mountain Biking” and “The Greatest Riders”, and end card content provider name “Exciting” are example names for ad specs only, and are not available on Prime Video.
Locales*
- CA
- MX
- US
- BR
- BE
- DE
- ES
- FR
- IT
- NL
- PL
- SE
- TR
- UK
- EG
- KSA
- UAE
- AU
- IN
- JP
- SG
*Connected TV is currently available in the US, CA, MX, ES, FR, IT and UK. Support for desktop and mobile devices is only available in the US.
Asset Checklist
- Pre-existing standard ad units for reference
- High-resolution imagery in layered PSD format
- High-resolution imagery in JPG, TIFF, or PNG format (optional)
- Logos in vector format (PSD, AI, EPS, or SVG)
- Fonts
- Brand guidelines
- Trailer video (see specs)
- Content rating (if required)