Did you know you can advertise on Amazon even if you’re not selling on the marketplace? Amazon makes up almost 40% of the US e-commerce market with the digital marketplace receiving over 2.2 billion visits annually. Whatever product or service you’re advertising, you’ll find your target audience on Amazon.
What makes Amazon unique as an online advertiser is its demand-side platform (DSP) ads that allow you to advertise on and off the Amazon marketplace. You don’t have to be an Amazon seller to sign up for this advertising programme. These ads can drive traffic to any website, so long as your business meets Amazon’s editorial and compliance requirements.
We’re sharing our comprehensive handbook on Amazon specs and ad sizes, focusing on its demand-side platform, to help you maximise your conversions and ad results. Sign up to AdsPlanner.ai to create ads that convert across the 10 top advertising platforms.
Amazon’s main advertising type is its DSP, demand-side platform, programme that allows you to programmatically buy ads to reach new and existing audiences on and off Amazon. It supports three ad formats: standard web display, mobile app banners, and video.
Your display and video ads will be shown on Amazon and other websites, while mobile app banners are only on third-party apps that are part of Amazon’s network. These apps include Twitch, Goodreads, and IMDb.
The pricing for Amazon DSP ads varies depending on the placement and format that you choose. Most online businesses will use the ad programme as ‘self-service customers’. In this case, you’ll have full control over your campaign with no management fees. Alternatively, larger businesses may use the ‘managed service’ option, which requires a minimum spend of $50,000.
You can use AdsPlanner to create ads that are sized and designed specifically for Amazon’s DSP programme. These custom ads allow you to add your branding and optimise images and videos to maximise conversions.
Alternatively, you can use Amazon’s creative options to create an ad with its video creative builder and e-commerce creative templates. The video creative builder creates video ads for free using an existing template. However, these video ads are only available for Amazon sellers as they use product images from the listing page. The e-commerce creative templates allow you to provide an image with most elements being automatically generated for improved performance.
The most popular ad type for Amazon DSP is static display ads for desktop and mobile. These ads typically feature an image with a caption and a call to action. Static display ads can appear on Amazon and third-party websites. You’ll want to create ads for both desktop and mobile browsers to maximise your exposure.
The size and specifications for Amazon static display ads on desktop and mobile are as follows:
Medium rectangle: 300 x 250px
Leaderboard: 728 x 90px
Wide skyscraper: 300 x 600px
Billboard: 970 x 250px
Max file size: 200 KB
File format: JPG or PNG.
The file format and max file size remain consistent across all desktop ad formats.
Mobile leaderboard: 325 x 50px
Max file size: 50KB
Mobile detail and search results page: 414 x 125px
Max file size: 100 KB
Mobile medium rectangle: 300 x 250px
Max file size: 40 KB
Mobile leaderboard (tablet): 728 x 90px
Max file size: 200 KB
File format: JPG or PNG.
The file format remains consistent across all mobile ad formats, but the maximum file size varies between each ad placement option.
The second type of Amazon DSP ads is mobile app banner ads that appear at the top or bottom of the screen when scrolling. These ads are considered ‘sticky’ as they remain in place as you scroll through the page.
Amazon’s DSP allows you to place these ads on third-party mobile apps across different device types, including Android, iOS, and Amazon’s Fire tablets. Mobile banner ads can be static or animated, linking to a product page or your website to drive paid traffic.
Ad size: 320 x 50px
Max file size: 50 KB
Ad size: 300 x 250px
Max file size: 40 KB
Ad size: 728 x 90px
Max file size: 200 KB
Ad size: 414 x 125px
Max file size: 200 KB
File format: JPG or PNG.
Amazon’s DSP ads allow for two video formats: OTT and OLV.
‘Over the top’ videos are known as ‘OTT’ ads as they are displayed on streaming devices, including TVs, laptops, tablets, and phones. These ads are delivered onto devices through streaming media. They may appear on a phone while scrolling on a social media app or television while streaming a TV show on Amazon Prime. OTT video ads can also appear on games and YouTube videos.
Online videos are known as ‘OLV’ for Amazon’s DSP ads. This ad format is similar to any other type of video ad. Unlike OTT ads, they appear on websites and not streaming platforms. OLV video ads are ideal for driving brand awareness or promoting a new product with a brand-focused narrative.
Aspect ratio: 16:9
Minimum frame size: 1920 x 1080
Recommended video bitrate: 8 Mpbs
Duration: minimum 6 seconds, maximum 120 seconds
Video format: MPEG
Max file size: 500MB
Aspect ratio: 16:9
Minimum frame size: 1920 x 1080
Recommended video bitrate: 8 Mpbs, minimum 4 Mpbs
Duration: either 15 or 30 seconds
Video format: MPEG
Max file size: 500MB
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