Ad Platform Specs
Amazon Ads Specs
Amazon advertising is the one channel where the ad is mostly the product page. Creative specs matter for Sponsored Brands and Display, but if the listing is weak, no headline saves the campaign. I check the detail page before I check the ad.
| Ad type | Where it appears | Creative required | Typical use |
|---|---|---|---|
| Sponsored Products | Search results and detail pages | None, uses the listing | Core demand capture |
| Sponsored Brands | Top of search | Logo, headline, product selection | Brand and portfolio visibility |
| Sponsored Brands video | Search results | Video asset | Demonstration and consideration |
| Sponsored Display | On and off Amazon | Logo, headline, optional custom image | Retargeting and audiences |
| Field | Requirement | Notes |
|---|---|---|
| Sponsored Brands headline | Around 50 characters | No claims that cannot be substantiated |
| Brand logo | Square, at least 400 x 400 | White or transparent background |
| Custom image | 1200 x 628 recommended | Lifestyle context, no added text |
| Sponsored Brands video | MP4, typically 6 to 45 seconds | Autoplays muted, caption it |
Notes
Amazon rejects creative for reasons that have nothing to do with dimensions. Superlatives, price or promotion callouts in the image, competitor references and pixelated logos are the recurring rejection causes. Write the headline as a plain product statement and keep all promotional language out of the asset.
Sponsored Products has no creative to optimise, which means the whole optimisation surface is keywords, match types and negatives, plus the listing itself. Title, bullet quality, image count and review volume all influence whether the click converts, so listing work is advertising work here.
The video asset autoplays without sound in search results and starts working immediately or not at all. Show the product in use within the first two seconds and burn in text, since a sound dependent edit is effectively silent inventory.
Amazon changes ad specs, eligibility and creative policy by marketplace and updates them frequently. Confirm against the Amazon Ads documentation for the specific marketplace before producing assets at scale.
Frequently asked questions
Do I need Brand Registry to advertise?
Sponsored Products is open to most sellers, but Sponsored Brands and Sponsored Display generally require brand registration. That gating is worth completing before you plan a full funnel programme.
Why was my Sponsored Brands creative rejected?
Most often for text or price claims inside the image, unsupported superlatives in the headline, or a logo that is not on a clean background. Amazon's rejection reason is usually terse, so check those three first.
Official sources
Platforms change specifications without notice. Check the primary documentation before a launch that depends on an exact value.
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