AD SPECS: Streaming TV (OTT) & Digital Video

Amazon Creative Resources

Streaming TV (OTT) Creative Guidelines:

All video ads must comply with Amazon Video ad technical specifications. Information must be easy to understand and clearly identify the product, service, or entity advertised.
Video ads must contain the advertiser’s brand name or logo. For entertainment advertisers, include the title of the movie, TV show or video game, or the artist/band name.
Ads cannot contain a designed CTA that would mimic a clickable button or link.
All video ads must be in the primary official language of the targeted locale (that is, English for US locales) and must comply with Amazon Video Ad technical specs. Information must be easy to understand and clearly identify the product, service, or entity advertised.
Ads must not mimic Amazon content. Any uses of Amazon trademarks, or other references to Amazon or its products must comply with the Brand Usage Guidelines.
- Only Amazon star ratings are permitted (no third-party ratings).

Additional OTT requirements

Only available in US
Site serving requires an MP4 video file
Requires file size less than or equal to 500 MB
No pillarbox or letter box formatting
OTT ads are delivered in non-clickable environments so they should not include call-to-action elements that encourage clicking (e.g., a button shape that says “learn more”)
Third party impression tracking is accepted for specific vendors, please consult your Amazon Advertising representative for details
VPAID is not supported for Streaming TV ads.

Digital Video Creatives Guidelines:

Play/Pause, Stop, and Mute buttons are required for all video longer than 15 seconds.
Video stream length
- Standard IAB Ad unit: up to 15 seconds.
- Amazon served videos: up to 3 minutes and at least 5 seconds (we recommend 15 seconds or less).
Frequency cap: five times per 24 hours (5x24) per campaign.
Audio must be customer-initiated on click or tap (meaning that the ad must begin muted). Mute button required. Videos without sound are permitted if they can be understood.
The use of rollovers to initiate audio is prohibited.

Additional Information

Video assets

Third party serving

Advertisers can use third party video tags from an Amazon certified third party vendor. The tags must be VAST 2 or VAST 3, and may include VPAID 2. We recommend including VAST 2 tags with media files in every campaign to ensure all supply sources can be used, as some sources do not support VAST 3 or VPAID. If a VPAID tag is provided, it has to be VPAID 2.0 JS. VPAID is not supported for Streaming TV ads.