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 living room devices.

Experience overview

When content in Feature Rotator is highlighted, the placement expands and show an auto-playing video that fills the majority of the screen. The customer can then navigate to other content items in the carousel or continue watching the rest of the video. When the video concludes, the next ad in the carousel displays. When the customer clicks the ad, they are taken to the click destination page where they can buy/rent or watch.

Default

Auto-playing trailer

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

Feature Rotator requires three assets: a background image, a logo image, and a trailer video.

Image componentRaw asset requirementFinal file requirement
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
Logo imageDimension: 3450 x 560px or bigger
Format: PSD (High-quality and layered),
AI, EPS or SVG
Dimension: 3450 x 560px max. The logo must have at least a 3450px width or a 560px height.
Max file weight: 1MB
Format: PNG
Video component*DimensionsMax. File WeightFormatDuration
Trailer1920 x 1080px500mbMP4, M4V, MOV, MPEG15–18s

* No edits will be made to the original video assets.

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.

1. Customer entitlement/ad offer
2. Call-to-action (CTA)

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

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 disclaimer and rating labels will be placed in the blue area.

Background safe zone

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. It may fade out to a solid color or darken with a gradient on the sides, especially in the left area, so that the logo image and text can be accessible and readable on the background.

✔ Approved

Background Image – Approved

✘ Not approved

Background Image – Not Approved

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

Don’t add text or logos to the background image (this doesn’t apply to content rating label or legal text).

A logo image appears on top of a background image. It represents the title of the content. A logo image should not have any burnt-in ad copy or other logos.

Logo image zone

Requirements
Dimensions: 3450 x 560px max. The logo image must have at least a 3450px width or a 560px height.
Format: 24-bit PNG with transparent background (RGB color)
Maximum file size: 1MB

Dimensions

Scale the title art to max width (3450px) or max height (560px), and crop empty space. Following logo image examples are all accepted:

Logo with the max width and height

approved - current ui

Logo with the max height

not approved - current ui

Logo with the max width

approved - current ui

Composition

Only include a title art in the logo image. Do not add additional copy or logos that are not part of the title art.

✔ Approved

Background Image – Approved

Why? The title art doesn’t contain any added text or logos.

✘ Not approved

Background Image – Approved

Why? The blue text is an added headline that is not part of the original title treatment.

✔ Approved

Background Image – Approved

Why? The title art doesn’t contain any added text or logos. The mountain graphic is part of the original title treatment. The logo text meet the font size requirements.

✘ Not approved

Background Image – Not Approved

Why? The logo image contains additional text and logo

✔ Approved

Background Image – Approved

Why? The text “FREEVEE ORIGINAL” is part of the original title treatment. The logo text meet the font size requirements.

Avoid vertical logo as it will show up small in the product experience. A horizontal shaped logo is preferred. Text in the logo images should be at least 200pt Arial regular (or equivalent font). Consider removing logo text that fall below 90pt or using a different logo that meets the font size requirements. (Logo font size requirements are based on a 3450 x 560px canvas.)

Preferred

Background Image – Approved

Why? The title art is a horizontal shape while text is in a larger font size that helps the ad stand out.

Not recommended

Background Image – Approved

Why? The title art is a stacked version that forces it has smaller text. This title treatment gets lost in the UI elements on the screen easily, which leaves the Feature Rotator looking empty.

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.

Trailer video

Safe zone

Keep key subjects, text, or logos outside of the red area that will be covered by UI elements.

Trailer video safe zone

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.

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 subtitle in the video.

Embedding text or logo

For the best viewer experience, try not placing text or logos in the video, especially on the left half of the screen as they will overlap with the dimmed UI elements.

Preferred

Background Image – Approved

Not recommended

Background Image – Not Approved

Watermarks of logos

Try not to 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

Background Image – Approved

✘ Not approved

Background Image – Not Approved
Background Image – Not Approved

Content rating labels

Content rating label safe zone (blue)

Content rating safe zone

A content rating label is required when the creatives on Feature Rotator are rated for audiences that are at least 12/13 years old. The content rating for a trailer and for the feature-length film or video can be different. Make sure to use the rating label for the film or video even if the trailer has a less restricted rating.

Content rating labels should be placed inside the blue safe zone of the background image. Make sure the rating label is legible. A minimum of 3:1 contrast ratio is required.

Legal disclaimer safe zone (blue)

Content rating safe zone

For typical price promotions with an end date, make sure to include a disclaimer “Restrictions apply. Limited-time offer.” in the creative. “Restrictions apply” can be used alone when “Limited-time offer” doesn’t apply. Other disclaimers (e.g. subscription required) are not accepted.

Disclaimers 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.

Background Image – Not Approved


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.

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.

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
North America
  • CA
  • MX
  • US
South America
  • BR
Europe
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG
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)
Supported Destinations
Photoshop Templates