Simple Guide to Amazon Ads Specs: Your Ultimate Checklist

Navigating Amazon Ads Specs can feel like a maze. It’s time to stop guessing and start creating high-quality, compliant ads with confidence. Here’s a clear, specific checklist of every Amazon Ads specs you need for your next successful campaign.

Why Amazon Ads Specs matter?

When ads fail to meet Amazon’s specifications, they can be rejected or delayed, which may disrupt campaign schedules and limit timely reach to the target audience.

Furthermore, ignoring ad specs can negatively impact the user experience. Ads that are cropped incorrectly, appear blurry, or are misaligned may look unprofessional and lead to lower engagement.

Ultimately, creating ads that do not follow specifications can result in lost time, effort, and budget, as creatives often need to be revised or resubmitted to comply with Amazon’s requirements.

Therefore, compliance with Amazon’s ad specs is the critical first step to ensuring your campaigns are both approved and successful.

What are good Ads Specs for common Amazon Display Ads?

Now that you understand the “why,” it’s time to get into the “how.” In this section, we’ll break down the essential ad specifications for the display ad formats you’re most likely to use on Amazon.

Medium Rectangle

The Medium Rectangle is a highly visible, flexible format that appears across various Amazon pages, including the Homepage, Detail Page, Read All Reviews, and Thank You Page.

Dimensions & File Weight:

• Desktop: 300×250 pixels, maximum size of 200kb (HTML) or 40kb (.jpg or .png); 50kb (FR, IT, ES, JP)
• Smartphone: 600 x 500 pixels, maximum size of 40kb (.jpg or .png)
• Tablet: 600 x 500 pixels, maximum size of 40kb (.jpg or .png)

Serving: Site Served and 3rd Party (iFrame only over https:).

Wide Skyscraper

The Wide skyscraper ad appears in the search results page, capturing the attention of shoppers while they explore product options.

Dimensions & File Weight (Desktop): 160×600 pixels, maximum size of 200kb (HTML) or 40kb (.jpg, .gif, .png); 50kb (FR, IT, ES, JP).

Serving: 3rd Party (iFrame only over https:).

Half Page/ Large Rectangle

The Half Page/ Large Rectangle is one of the largest advertising placements on Amazon, offering a large canvas to showcase your brand or product on the Thank You page.

Dimensions & File Weight (Desktop): 300×600 pixels, maximum size of 200kb (HTML) or 50kb (.jpg, .gif, .png).

Serving: 3rd Party (iFrame only over https:).

Payment Selection Ads

This unique ad type appears on the “Select a Payment Method” page, providing a valuable opportunity for payment providers to reach customers at checkout. 

Dimensions & File Weight (Desktop): 180×150 pixels, maximum size of 15kb (.jpg, .gif, .png).

Serving: Site served.

Banner Ads

The creative dimensions for Banner ads vary widely based on its placement on Amazon:

• Home Page – Smartphones: 640 x 100 pixels, maximum size of 20kb (.jpg or .png)
• Deals Page – Smartphones: 640 x 100 pixels, maximum size of 20kb (.jpg or .png)
• Detail Page – Smartphones: 828 x 250 pixels, maximum size of 100kb (.jpg or .png)
• Search Results Page – Smartphones (Web): 828 x 250 pixels, maximum size of 100kb (.jpg or .png)
• Detail Page – Tablet Shopping Apps: 1940 x 500 px, maximum size of 200kb (.jpg or .png)

Serving: Site Served and 3rd Party (iFrame only over https:).

Encore Ads

The Encore ad is at the bottom of detail pages and uses a single clickable image across all mobile devices and orientations.

Dimensions and File Weight: 2560 x 2560 px, maximum size of 2 MB (.jpg or .png).

E-commerce Display Creative

The eCommerce display creatives automatically generate optimized ads using machine learning to drive performance.

They are available across numerous on-Amazon placements, including Homepage, Detail Page, and Search Skyscraper, on desktop, mobile web, and mobile app.

Each ad can contain: Product image (default/custom), eCommerce section with pricing, deals, and Call to Action (CTA) variations (Add to Cart, Coupon, Review, Shop Now).

Dimensions & File Weight:

• Various creative dimensions: 300 x 250, 160 x 600, 300 x 600, 970 x 250, 980 x 55, 320 x 50, 414 x 125, 650 x 130, 245 x 250, 350 x 420, and 728 x 90
• File size varies by format, typically ≤ 200 KB

What are good Ads Specs for other Non-standard Amazon Ad formats?

Amazon Video Ads

Amazon video ads allow advertisers to reach Amazon customers with targeted video on Amazon’s websites, mobile apps, and Fire tablet wake screen.

Available placements and creative dimensions are:

• Home Page – Desktop – 300 x 250
• Home Page – Smartphones (Below the Fold) – 300 x 250
• Home Page – Tablet Shopping App – 300 x 250
• Detail Page – Smartphones – 414 x 125
• Detail Page – Desktop – 970 x 250
• Fire tablet (beta) (available in US, UK, DE) (requires custom background)

Specs Requirement for Amazon Video Ads:

There are 2 layouts for Amazon Video Ads: Templated Layout and Custom Background

Templated Layout:

This layout uses autoplay out-stream video to deliver brand messaging across Amazon websites, apps, and Fire tablet screens. It contains: 

• Video: with requirements as above
• Logo: min 600×100 px, max 100 KB (.jpg, .png, .gif)
• Headline: Up to 50 characters
• CTA button: “Shop now”, “Learn more”, “See details”, “Pre-order now”, “Buy tickets”, “Rent now”, “Rent or buy now”, “Get a quote”

Custom Background:

This layout allows for a custom background image behind the video player for a more tailored brand experience.

Background guidelines among devices:

• Desktop and mobile:

• Fire tablet:
  • Background: 1200 x 1920 px (portrait) or 1920 x 1200 px (landscape), maximum size of 300 KB (.jpg); headline max 12 words; supporting copy up to 20 words min 32pt; disclaimer 1 line min 27pt
  • Poster Image: matches video aspect ratio, maximum size of 100 KB (.jpg, .png)

Billboard Below The Fold (BTF)

This is the largest IAB-sized ad format on Amazon, offering a premium advertising experience.

Its placement on Amazon:

• Gateway Billboard BTF: on the Amazon Home Page, below the fold.
• Detail Page Center Billboard: on Amazon Detail Pages, near the middle of the page.
• Tablet Shopping App Detail Page: on detail pages within the Amazon Shopping App for tablets, above the Customer Reviews section.

Dimensions & File Weight: 1940 x 500 px, maximum size of 200kb (.jpg, .gif, or .png).

Serving: Site-served and 3rd-party (iFrame only)

Daily Deals Site Stripe

The Daily Deals Stripe appears just below the global navigation bar on the Gold Box Deals page or above the navigation on Woot.com, ideal for promoting time-limited offers.

It contains a static image, text, and a single hexadecimal background color (sleeves).

Dimensions & File Weight: 980 x 55 px, maximum size of 40kb (.jpg, .gif, or .png).

Serving: Site-served only

Sponsored Brands Video Creative

Sponsored Brands videos are featured across desktop and mobile shopping results, as well as on product detail pages, to help increase visibility and drive brand recognition.

Campaign options include:

• Product Detail Page campaigns: direct traffic to specific products
• Brand Stores campaign: strengthen brand identity and drive store visits

Sponsored Brands video creative can contain: product details, autoplay video, mute toggle button, custom brand logo, headline text, and a CTA.

Sponsored Brands video and audio specifications:

Amazon Ads Best Practices Checklist

Brand Consistency: Maintain uniform visuals, colors, fonts, and style across all creatives to reinforce brand identity.

Clear and Engaging Messaging: Ad content should be simple and to the point, avoiding unnecessary clutter to ensure your message is understood quickly. For video ads, capturing attention within the first five seconds is key.

Visual Design: Use a simple design with a clear 1px border or a contrasting background, and avoid animations and cluttered visuals to ensure a clean, professional appearance. Also, for mobile ads, submit creative with a higher resolution than the actual ad size to maintain clarity on high-resolution screens.

Safe Zones: Ensure all critical content (logos, text, CTAs) is within the specified “safe zone” to avoid cropping on different devices. For 828×250 banners, the central 640×250 px area is safe; for 2560×2560 ads, a 1360×1360 px area is recommended.

Clear CTAs: For most ad formats, only approved phrases like “Shop now,” “Learn more,” or “See details” are allowed, while action-based phrases like “Click to…” or “Tap to…” should be avoided. Some formats, such as Sponsored Display, may not allow CTA text at all, so it’s important to check the requirements for each ad type.

Font Size Limits: Each ad format comes with minimum font size requirements to keep your text clear and easy to read so make sure to check if your design follows the specific rules before submitting.

Frequently Asked Questions (FAQ) about Amazon Ads Specs