Creative delivery lead times
The chart below outlines the average creative lead time per ad product if creative is developed by Amazon. If creative is provided by the advertiser, only Trafficking and QA SLAs should be considered. The lead time definitions are explained below:
- First Advertiser Preview Date is the number of business days it will take to receive the first creative asset developed by Amazon for review and approval. The range is based on complexity of the request.
- Trafficking + QA outlines the number of business days it takes to go live once creative assets are approved and finalized. If advertiser is providing their own final files or 3P tags this is the total time it will take Amazon to traffic and QA prior to the creative going live.
- Average Production time is the number of business days from receipt of approved advertiser assets to campaign go live date. The average production time assumes a maximum of one revision on initial creative preview, and one day for the advertiser to review and approve revisions requested. For every creative revision, 24 hours will be added to creative production timeline to address the changes needed.
| Ad product | Total lead time** | Creative revisions | Average Production time |
| Standard Display Ads | |||
|---|---|---|---|
| Amazon DSP | Eight days | One revision* | 7 to 8 days |
| Amazon DSP desktop display ads | Eight days | One revision | 7 to 8 days |
| Amazon DSP mobile banner ads | Eight days | One revision | 7 to 8 days |
| Mobile interstitial ads | |||
| Amazon mobile shopping | Eight+ days | One+ revision | 7 to 8 days |
| Mobile static link-in banners | Eight+ days | One revision | Call* |
| Link-out mobile campaigns | |||
| Custom mobile campaigns | Call* | Call* | 7 to 8 days |
| Amazon e-commerce ads | Eight days | One revision | 2 days |
| Dynamic e-commerce ads (custom image) | |||
| Dynamic e-commerce ads (standard) | Two days | One revision (zero in US) | 8 days |
| Campaign landing pages | |||
| Templated landing pages | 10–15 days | One revision | 7 to 8 days |
| Tailored landing pages | 20 days | One revision | 2 days |
| Custom landing pages | Call* | Call* | 7 to 8 days |
| Non-standard media | Eight days | One+ revision | 7 to 8 days |
| Amazon video ads (custom layout) | Eight days | One revision | 7 to 8 days |
| Amazon video ads (standard) | Two days | Zero revisions | 7 to 8 days |
| Billboard below the fold | |||
| Daily deals site stripe | Eight days | One revision | 7 to 8 days |
| Seller Central ads | Eight days | One revision | 10 to 11 days |
| Kindle with Special Offers | 10 days | One revision | 7 to 8 days |
| Fire Tablet with Special Offers *Guaranteed campaigns require two additional days lead time. | 10–45 days | One+ revision | 7 to 8 days |
| Fire Tablet static wake screen | Seven days | Each revision will add one day | 10 to 11 days |
| Fire Tablet animated wake screen (Standard) | 9 days | Each revision will add one day | 7 to 8 days |
| Fire Tablet Animated Wake Screen (Custom) | 9 days | Each revision will add one day | 45 days |
| Fire Tablet Amazon video ads | |||
| Fire Tablet templated Amazon video ads | Four days | N/A | 7 to 8 days |
| Fire Tablet panels | Seven days | Each revision will add one day | 7 to 8 days |
| Fire Tablet interactive wake screen | 9 days | Each revision will add one day | 7 to 8 days |
| Fire Tablet video with overlay (standard) | Seven days | Each revision will add one day | 45 days |
| Fire Tablet custom landing page – concept, design and implementation | 45 days | N/A | 7 to 8 days |
| Fire TV | 7–45 days | One+ revision | 4 days |
| Fire TV Inline Ad – Run of service | |||
| Fire TV Inline Ad – Takeover | Seven days | Each revision will add one day | 8 to 10 days |
| Fire TV Feature Rotator – Run of Service | |||
| Fire TV Feature Rotator – Takeover | Seven days | Each revision will add one day | 15-17 days |
| Fire TV Sponsored Screensaver – Run of Service | Seven days | Each revision will add one day | 11-13 days |
| Fire TV Sponsored Screensaver – Takeover | Seven days | Each revision will add one day | 1 day |
| Fire TV Clickthrough to Custom Landing Page | 45 days | Four revisions | 7 to 8 days |
| Fire TV Sponsored Tiles | |||
| Fire TV Out of the Box Experience (OOBE) | Four days | N/A | 7 to 8 days |
| Standard Media | Eight days | One revision | 8 days |
| Alexa Display Ads | 10 days | One revision | 15 days |
| Alexa Home Screen | 10 days | One revision | 8 days |
| Audio ads | 3–17 days*** | Two revisions | 15 days |
| Audio ad script writing + spot production (US only) | |||
| Audio ad spot production | 11 days*** | Two revisions | 7 to 8 days |
| Audio ad spot review | Three days*** | Two revisions | 5 days |
| Twitch ads | 8–15 days | One+ revision | 5 days |
*For lead times not specified, please call an account executive for further details and planning.
** Total lead time = # of business days from receipt of approved customer assets until campaign is set live/ready to launch. This lead time assumes a maximum of one revision and up to one day for advertiser review and feedback on initial mocks and up to one day for advertiser review and feedback on revisions.
NOTE: Additional time may be required for campaigns with multiple revisions, creatives, ad versions or platform types. Published times subject to change during peak times
If advertising content is late or does not comply with Amazon’s advertising policies, Amazon may extend the campaign by the number of days the advertising content was late, and/or revise the flight dates pending placement and available inventory. If Amazon has not received creative assets that meet Amazon’s advertising policies within three days of campaign launch, Amazon may release inventory for all affected placements.
***If an audio ad mentions Alexa in the creative, three extra days should be added to its SLA.
****For third-party (advertiser and/or agency) provided creatives, the total lead time is two working days from receipt of approved third-party tags.
Eight-day creative delivery workflow and requirements
For 7 day lead times, Amazon requires:
- Complete and accurate assets for all ad types, including copy
- Clear creative direction
- The graph below reflects approval on 1st round of creative mocks. Each additional creative revision will add one additional business day.
- Only Amazon work-time is included. Advertiser turn-around on review and feedback is not included in the 7 day lead time.
7 Day Creative Delivery Workflow
Fire devices creative delivery workflow and requirements
(Only applicable for Fire TV Feature Rotator, Fire TV Sponsored Tiles, Fire TV Inline Display Banner and Fire Tablet Lockscreen)
- Complete and accurate assets for all ad types, including copy
- Clear creative direction
- The graph below reflects approval on 1st round of creative mocks. Each additional creative revision will add one additional business day.
- Only Amazon work-time is included. Advertiser turn-around on review and feedback is not included in the 7 day lead time.
Fire Devices Creative Delivery Workflow
Fire tablet (animated/interactive executions) workflow and requirements:
For these lead times, Amazon requires:
- Complete and accurate assets for all ad types, including copy
- Clear creative direction
- The graph below reflects approval on 1st round of creative mocks. Each additional creative revision will add one additional business day.
- Only Amazon work-time is included. Advertiser turn-around on review and feedback is not included in the 7 day lead time.
Fire Tablet (Animated/Interactive Executions) Creative Delivery Workflow
Ad launch time
- Amazon.com and mobile: Ad starts no earlier than midnight (12 a.m.), Eastern Standard Time. Specific times can be discussed.
- Kindle: Ad starts at midnight (12 a.m.), Pacific Standard Time. Specific times cannot be accommodated.
Required assets for Amazon Creative Services
- Pre-existing ad units for reference, layered PSD files, logos, backgrounds, key art, fonts, advertising copy and brand guidelines
- For IAB static ad creation, approved pre-existing ad reference units are required.
Some platforms have more specific requirements. Assets must be reviewed and approved prior to ad design and production getting underway. Schedules will be adapted for unique client circumstances such as legal approvals or multiple rounds of revisions. Please discuss specifics with your Amazon Ads contact.