Want to get the most out of Amazon DSP? Here are some tips to help boost your ad creative.

• The brand logo should be visible to identify your brand and encourage brand recall and affinity.
• Have clear product imagery, either product focused or lifestyle. It is best to keep the product as identifiable as possible.
• Copy should be simple and concise, focusing on the unique features of the product.
• CTAs are key for conversion and should be aligned to the campaign objective.
• Headlines should communicate a strong statement that provokes an action.

• For grocery marketing, ad creative that offered a discount increased DPVR by 47% and PR by 55%.
• For computer marketing ads, creative without pronouns that directly address audiences had an increase in DPVR of 21% and an increase in PR of 29%.
• For beverage advertising, creative that excluded the word "taste" saw an increase in PR by 68%.

• Introduce your brand early on in the creative, especially if you’re including speech. Delaying speech in an ad by one second decreased DPVR by 22%.²
• Consider having a logo on the creative throughout the commercial to trigger recognition and create relevance.
• Remember that the initial CTA the viewer sees is important for advertisers to consider, as it presents an opportunity to get ahead of consumer interests.
• Create emotional relevance and creative engagement can help boost success in advertising.

• Videos with durations between 24 and 29 seconds had a DPVR that was 181% higher than creatives that were 6 seconds or less.
• Adding speech to video ads saw an increase in DPVR by 37%.
• The peak speech time was in 80-90% of the overall ad, with PR 24% higher than videos with a speech time of 10% or less.

• Consider keeping product title short and focus on the specific attributes like the brand, product type, and name
• Reviews can help build trust with your customers. Before starting an advertising campaign, consider aiming to have a 3.5-star rating with at least 15 positive reviews.
• Product description bullet points can work best as short sentences that explain the specifications of the product.

• Stores with image, text, or video
• A recommended product widget for Stores featuring multiple products
• Stores with an “Add to cart” CTA or deals widget
• Store with Subscribe & Save or Refills
• Product detail pages with videos and lifestyle images
• Product detail pages with positive customer reviews
• Product detail pages for a single product that includes the product benefits and characteristics, and comparisons between versions of products
• An offsite page with educational content and promos
• An offsite page with CTAs, value proposition, lead generation, and action items

For ad policy creative, there are ways brands could improve the experience of their customers.
Take note of the following elements for optimizing ad creative.

• On a 970x250 Billboard ad unit, the CTA is mandatory, but a button-shaped CTA is not supported for onsite placements.
• For 1242x375 creative, there must be a 960x375px safe zone to ensure mobile compatibility.
• Advertisers must use the Amazon logo for offsite placements as it is best practice to communicate the product is available on Amazon. The logo is only permitted offsite and cannot be used in a sentence or altered in any way.
• Prime Day branding is not permitted in creatives.

• Creatives, including images and fonts, should have high resolution.
• If creatives have a light or white background, add a one-pixel border.
• Add a CTA for desktop creatives.
• Avoid pressuring language that creates a sense of urgency (i.e. “Hurry!”).

• Landing page content does not match ad content
• Unapproved creative content
• Missing or ambiguous CTA
• No creative border
• Custom image violates policy
• Landing page not functional
• Poor image or video quality
• Reviews do not comply with Amazon’s policies
• Animation more than 15 seconds
• Ad text or disclaimer not legible