Amazon ispla Advertising tle uide AA I PPI AR A June 10, 2015 · Amazon ispla Advertising tle uide AA I PPI AR A Page 1 of 8 © 2015, Amazon.com, Inc. All Rights Reserved. Updated

Amazon Display Advertising Style Guide

AMAZON MOBILE SHOPPING BANNER ADS

Page 1 of 8 © 2015, Amazon.com, Inc. All Rights Reserved. Updated June 10, 2015

1 Overview: Smartphone and Tablet BannersThis style guide is for designers and agencies creating static banner advertisements for Amazon’s Mobile Shopping pages on smartphones and tablets. It contains an overview of Amazon’s creative guidelines for mobile ads and special requirements for certain placements or sizes.

Amazon Mobile Shopping banners are available in the US, UK, DE, FR, and JP.

Ad Placement Creative Dimensions Max. File Weight File Format

Home Page - Smartphones

640 x 100 px 20 kb

JPG / PNG-8

Deals Page - Smartphones

Detail Page - Smartphones

Search Page - Smartphones (Web)

Thank You Page - Smartphones

Home Page - iPad Shopping App 340 x 496 px 40 kb

Home Page - Fire and Android Tablet Shopping App 600 x 500 px 40 kb

Deals Page - Tablet Shopping Apps

1940 x 180 px 60 kbDetail Page - Tablet Shopping Apps

Thank You Page - Tablet Shopping Apps

Amazon mobile banner ads are created at 2X resolution or higher to provide image clarity on devices with high-resolution screens.

Last updated: June 10, 2015

2 Mobile Creative GuidelinesYou also need to refer to these documents when designing ads for Amazon Mobile Shopping: • Creative Acceptance Policy governs style and branding requirements for all advertising on Amazon, including mobile placements: amazon.com/adpolicies/creativeacceptance• Amazon Advertising Policy contains general rules about content restrictions, click-through locations, and other topics: amazon.com/adpolicies/generalpolicies• Home Page Creative Guidelines are enforced on the Amazon home page for mobile devices as well as the desktop web site: amazon.com/adspecs/homepageguidelines

Amazon’s Creative Acceptance Policy, available at amazon.com/adpolicies/creativeacceptance, applies to all advertising on Amazon and must be consulted during campaign design. The following guidelines are specific to advertising on Amazon Mobile Shopping:

2.1 Banner design • Given that the Amazon Home Page is a key vehicle for Amazon’s global brand message, our Home Page creative policies are more restrictive to ensure the highest quality customer experience for the broadest possible audience. Refer to the creative guidelines for the Amazon Home Page while designing banners for mobile home page placements: amazon.com/adspecs/homepageguidelines

• The advertiser’s logo or name must be included in mobile banner ads, and a headline or copy message is also recommended for most ads.• All text in banner ads must be legible on supported mobile devices. Specific font size requirements are included with each placement in Sections 3–11;

unreadable advertisements will be rejected.• Remove any unnecessary text. Legal or disclaimer text is restricted to one line in smartphone banners and two lines in tablet banners.• If a banner’s background includes a photo, pattern, or text, it should be simple, understated, and not distracting.• Amazon’s testing indicates that ads with light backgrounds can outperform similar ads with dark backgrounds by up to 60% – see amazon.com/adinsights

for more information from creative tests.• All mobile banners require straight corners; rounded corners are not allowed.

2.2 Mobile Calls to Action (CTAs)

• We do not accept mobile banners containing calls to action such as “Tap to _____” or “Click to _____.” Allowed CTA messages include “Shop now,” “Learn more,” and “See details.”

• Banner ads that link to a page containing a video should include a “Play video,” “Watch video,” or equivalent CTA message (indicating video playback).• Using a button as a CTA is strongly discouraged, except in eCommerce ads (for example, mobile coupon banners designed by Amazon). Buttons must be

approved by Amazon and cannot overpower the rest of the banner in size or typography.• Text CTAs cannot be underlined.

amazon.com/adpolicies/creativeacceptance

http://amazon.com/adpolicies/generalpolicies

http://amazon.com/adpolicies/creativeacceptance

http://amazon.com/adspecs/homepageguidelines

http://amazon.com/adinsights




3 Home Page – Smartphones

iPhone App Home Page(640 x 100 px)

Android App Home Page(640 x 100 px)

3.1 – Dimensions & File Weight640 x 100 pixels, maximum size of 20kb (.jpg or .png)This image will be resized to fit the mobile version of Amazon’s home page on the mobile website, iPhone shopping app, and Android shopping app.

3.2 – Creative Guidelines

• The banner must be visually distinct from Amazon content, with either a contrasting/non-white background color or a clearly visible 1px border around the banner.

• Font size cannot be smaller than 16pt, except for legal or disclaimer text which can be 13pt.

4 Deals Page – Smartphones

iPhone App Deals Page(640 x 100 px)

Android App Deals Page(640 x 100 px)

4.1 – Dimensions & File Weight640 x 100 pixels, maximum size of 20kb (.jpg or .png)This image will be resized to fit the Amazon Deals page on the mobile website, iPhone shopping app, and Android shopping app.

4.2 – Creative Guidelines• The banner must be visually distinct from Amazon content, with either a contrasting/non-white

background color or a clearly visible 1px border around the banner.





5 Detail Page – Smartphones

iPhone App Detail Page(640 x 100 px)

Android App Detail Page(640 x 100 px)

5.1 – Dimensions & File Weight640 x 100 pixels, maximum size of 20kb (.jpg or .png)This image will be resized to fit Amazon product detail pages on the mobile website, iPhone shopping app, and Android shopping app.




• Do not display Customer Review Ads in this placement.

6 Search Page – Smartphones (Web)

Mobile Web Search Results Page(640 x 100 px)

6.1 – Dimensions & File Weight640 x 100 pixels, maximum size of 20kb (.jpg or .png)This image will be resized to fit Amazon search results pages on the mobile website. The ad will appear beneath pagination controls near the bottom of the page.

6.2 – Creative Guidelines• The banner must be visually distinct from Amazon content, with either a contrasting/non-white background color or a clearly

visible 1px border around the banner.


http://www.amazon.com/b/?&node=4985735011




8 Home Page - iPad Shopping App

Home Page - Amazon iPad Shopping App (340 x 496 px)

8.1 – Dimensions & File Weight

340 x 496 pixels, maximum size of 40kb (.jpg or .png)

This image will be resized to fit the Amazon home page inside the iPad shopping app.




7 Thank You Page – Smartphones

iPhone App Thank You Page(640 x 100 px)

Android App Thank You Page(640 x 100 px)

7.1 – Dimensions & File Weight640 x 100 pixels, maximum size of 20kb (.jpg or .png)This image will be resized to fit Thank You pages on the Amazon mobile website, iPhone shopping app, and Android shopping app.







9 Home Page - Tablet Shopping Apps - Fire and Android

Home Page - Fire Tablet Shopping App (600 x 500 px)

9.1 – Dimensions & File Weight

600 x 500 pixels, maximum size of 40kb (.jpg or .png)

This image will be resized to fit the Amazon home page inside the shopping app for Fire and Android tablets.




10 Deals Page - Tablet Shopping Apps

Deals Page - Fire Tablet Shopping App(1940 x 180 px)

Deals Page - iPad Shopping App(1940 x 180 px)

Coupon Ads are not available in this placement.

10.1 – Dimensions & File Weight1940 x 180 px, maximum size of 60kb (.jpg or .png)This image will be resized to fit the width of Amazon’s Deals pages on Fire, iPad, and Android tablets in both portrait and landscape orientation.

10.2 – Creative Guidelines• The banner must be visually distinct from Amazon content, with either a

contrasting/non-white background color or a clearly visible 2px border around the banner.

• Font size cannot be smaller than 36pt, except for legal or disclaimer text which can be 28pt. The recommended size for headlines is 44pt.




11 Detail Page - Tablet Shopping Apps

Detail Page - Fire Tablet Shopping App(1940 x 180 px)

Detail Page - iPad Shopping App(1940 x 180 px)


11.1 – Dimensions & File Weight1940 x 180 px, maximum size of 60kb (.jpg or .png)This image will be resized to fit the width of product detail pages on Fire, iPad, and Android tablets in both portrait and landscape orientation.

11.2 – Creative Guidelines• The banner must be visually distinct from Amazon content, with either a

contrasting/non-white background color or a clearly visible 2px border around the banner.

• Font size cannot be smaller than 36pt, except for legal or disclaimer text which can be 28pt. The recommended size for headlines is 44pt.

• Do not display Customer Review Ads in this placement.

12 Thank You Page - Tablet Shopping Apps

Thank You Page - Fire Tablet Shopping App (1940 x 180 px)


12.1 – Dimensions & File Weight1940 x 180 px, maximum size of 60kb (.jpg or .png)This image will be resized to fit the width of Amazon’s Thank You pages on Fire, iPad, and Android tablets in both portrait and landscape orientation.


background color or a clearly visible 2px border around the banner.• Font size cannot be smaller than 36pt, except for legal or disclaimer text which can be 28pt.

The recommended size for headlines is 44pt.

http://www.amazon.com/b/?&node=4985735011




13 Link-Out CampaignsMost campaigns “link in” to pages already on Amazon, such as a search results page or product detail page. Mobile banner campaigns can also “link out” to advertisers’ mobile-optimized landing pages, app store downloads, and “tap-to-call” phone numbers. All link-out campaigns must comply with the advertising policies at amazon.com/adpolicies. All ads must link to a page with the same security level as the page the ad appears on (e.g. to avoid page certificates). Landing pages and subsequent links in the iPhone and iPad shopping apps cannot request the user’s location via GPS. Doing so causes multiple modal alerts in a row, which results in a poor customer experience.

13.1 Link to Mobile Landing Page

Smartphone Shopping App banners (Android, iPhone)Tapping on the banner ad must open a mobile-optimized landing page (see sidebar) within the Shopping App’s web view (an embedded browser inside the app). iPhone Shopping App landing pages and subsequent links cannot request the user’s location via GPS.

Mobile web site bannersTapping on the banner ad must open a new web browser tab or window showing the mobile-optimized landing page.

Tablet Shopping App banners (iPad, Fire Tablet)Tapping on the banner ad must open a landing page in the Shopping App’s web view (an embedded browser inside the app) or, on recent Fire tablets, in the Silk web browser. The landing page must be fully functional on tablets. iPad Shopping App landing pages and subsequent links cannot request the user’s location via GPS.

What is a mobile-optimized landing page?

• Page content is appropriately sized for small screens and is legible on phones and tablets

• Link targets are sized for fingertips (roughly 50px tall)

• The page works without popup windows or nested tables

• The page works when cookies are disabled

• Web forms are accessible on mobile devices

To learn more, test your landing page with the W3C’s free “mobileOK Checker” tool at http://validator.w3.org/mobile/

13.2 Link to App Download

Smartphone Shopping App banners (Android, iPhone)Tapping on the banner ad must open an intermediate landing page in the Shopping App’s web view. This page will contain a link to the app’s download page in the Apple App Store, Google Play, or the Amazon Appstore, depending on the phone’s operating system.

Mobile web site bannersTapping on the banner ad must open an intermediate landing page in a new web browser tab or window. This page will contain a link to the app’s download page in the Apple App Store or Google Play, depending on the phone’s operating system.

Tablet Shopping App banners (iPad, Fire Tablet)Tapping on the banner ad must open an intermediate landing page in the Shopping App’s web view (or in the Silk web browser, on recent Fire tablets). This page will contain a link to the app’s download page in the Apple App Store or Amazon Appstore, depending on the tablet’s operating system.

13.3 Tap to Call Smartphone Shopping App banners (Android, iPhone)Tapping on the banner ad must open an intermediate landing page in the Shopping App’s web view. This page can contain a “Tap to call” button that triggers the phone’s native telephone dialing interface—usually a modal alert confirming that the customer wants to make the call. Tap to call ads cannot run on iPod Touch.

Mobile web site bannersTapping on the banner must open an intermediate landing page in a new web browser tab or window. This page can contain a “Tap to call” button that trig-gers the phone’s native telephone dialing interface— usually a modal alert confirming that the customer wants to make the call. Tap to call ads cannot run on iPod Touch.

http://amazon.com/adpolicies

http://validator.w3.org/mobile/




14 Mobile Merchandising Page HeadersAmazon’s merchandising pages are accessible on smartphones and tablets, and can be branded to reflect an advertiser’s offers. A branded mobile merchandising page requires two header images: one for smartphones and one for tablets.

14.1 Smartphone header image

Merchandising page headers for smartphones are cropped to fit the width of the device in portrait mode, up to 414px wide. The source images are designed at 1242 x 300 px and have a centered “safe zone” of 840 x 300 px that contains all text and important visual elements.

Minimum font size: 30ptMax. file size: 100kb

14.2 Tablet header image

Merchandising page headers for tablets are cropped to fit the width of the device in portrait mode, up to 853px wide. The source images are designed at 2560 x 630 px and have a centered “safe zone” of 1600 x 630 px that contains all text and important visual elements.

Minimum font size: 40ptMax. file size: 100kb

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Amazon ispla Advertising tle uide AA I PPI AR A June 10, 2015 · Amazon ispla Advertising tle uide AA I PPI AR A Page 1 of 8 © 2015, Amazon.com, Inc. All Rights Reserved. Updated