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 is a creative asset that appears on top of a background image. Depending on the type of Feature Rotator creative, a logo image can represent a content title, a Prime Video Channel, or a content collection that is available from a Prime Video Channel.

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

Build a logo image to fill the max width or max height of a 3450 x 560px canvas, and crop empty space. The 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

Logo image elements

#ComponentsExamplesFont sizes*
1Primary logoContent title logo (e.g. Mountain Biking)
Channel logo (e.g. Exciting)
Minimum font size: 90pt
Recommended font size: 200pt or larger
2Additional 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: 90pt
3Additional text (Not recommended)Brand slogan/tagline
Talent names (e.g. Author or actor names)
Minimum font size: 90pt

* Logo font size requirements are based on a 3450 x 560px canvas with Arial regular (or equivalent) font.

Composition

  • For best visual results, only place one logo in the logo image. For campaigns promoting a single content title, use the content title logo as the logo image. For campaigns promoting a prime video channel or a collection of content from the same channel, use the channel logo as the logo image.
  • Preferred

    Background Image – Approved

    Why? The logo image doesn’t contain any added text or logos.

  • 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.
    • 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 logo image. 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 logo images within 4 lines. Logo images 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 logo image 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 or offer messaging in logo images 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.)

    ✔ Approved

    Background Image – 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

    Background Image – Approved

    Why? The additional text “Available to buy or rent” repeats the auto-populated offer messaging.

    ✔ Approved

    Background Image – Approved

    Why? The visual hierarchy is clear (Mountain Biking logo appears). Additional text and logo meet font size requirements.

    ✘ Not approved

    Background Image – Not Approved

    Why? Text and logo font sizes are very similar, causing an unclear visual hierarchy in this logo image.

    ✔ Approved

    Background Image – Not 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

    Background Image – 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 logo image, creating a jarring visual experience for viewers.

    ✔ Approved

    Background Image – Approved

    Why? The center alignment of the “EXCITING” logo and the content title logo “Mountain Biking” guides viewers to read from left to right. The additional logo meet font size requirements.

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.

Multi-title creative

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.

Multi-title creatives should adhere to the following guidelines in addition to general creative guidelines for Prime Video Feature Rotator.

Click-through destination

Multi-title campaigns must link to either a Prime Video Channels page, or a marketing landing page.

CTA and offer messaging

All multi-title creative will show the same set of default offer messaging (Watch with a subscription) and CTA (More details) that are populated by Prime Video UI automatically. These strings can’t be altered. Adding text that is repeating or contradicting with the auto-populated offer messaging or CTA, such as “7-day free trial” or “Subscribe to watch” to the logo image, is not allowed.

Disclaimer

Disclaimer is not needed as the CTA and offer text is fixed for multi-title creatives.

Content rating labels

For content-forward creatives, show the rating of the content title that’s rated most restrictively. For example, if a creative is featuring 2 content titles, one rated R and the other rated PG-13, show the R label in the creative.

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 36pt Arial regular (or equivalent font). Other text (e.g. Showtime Original) can be smaller. (Font size is based on a 3450x2160px canvas.)
  • Logo image:
    • Follow general logo guidelines.
    • Channel-forward creatives should feature advertiser channel logos.
    • Channel-forward creatives shouldn’t show content title logo in the logo image.
  • 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

    Background Image – Approved

    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

    Background Image – Approved

    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 36pt Arial regular (or equivalent). (Font size is based on a 3450x2160px 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.
  • Logo image:
    • Follow general logo guidelines.
    • Two accepted logo treatments:
      • Place one channel logo in the logo image; 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 logo image to call out the collection (e.g. Mountain Biking 1 & 2, or Mountain Biking movies). Don’t include multiple content title logos in the logo image. The background image should show the common character from those titles. Don’t include content title names in the background image for this treatment.
  • 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

    Background Image – 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.

    ✘ Not approved

    Background Image – Approved

    Why? Multiple content title logos are included in the logo image so it’s hard to associate the title logos with the right title key arts. Including multiple title logos also crowds the logo image and creates a cluttered visual experience.

    ✔ Approved

    Background Image – Approved

    Why? The movie titles in series (Mountain Biking 1 and Mountain Biking 2) are called out with just one title logo in the logo image. The background shows the common character (the mountain biker).

    ✘ Not approved

    Background Image – Not Approved

    Why? Two content title logos are showing in the logo image.

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)
Photoshop Templates