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 productFirst Advertiser Creative Preview DateTrafficking + QA SLAAverage Production time
Standard Display Ads
Amazon DSP Desktop display ads4 to 5 days2 days7 to 8 days
Amazon DSP Mobile banner ads4 to 5 days2 days7 to 8 days
Mobile interstitial ads4 to 5 days2 days7 to 8 days
Mobile Display Ads
Mobile Static Banners Ads4 to 5 days2 days7 to 8 days
Custom Mobile CampaignsCall*2 daysCall*
Amazon eCommerce Ads
eCommerce Ads (custom image)4 to 5 days2 days7 to 8 days
eCommerce Ads (standard)n/a2 days2 days
Standard Media
Standard Media4 to 5 days2 days8 days
Non-Standard Media
Amazon Video Ads (custom layout)4 to 5 days2 days7 to 8 days
Amazon Video Ads (standard)n/a2 days2 days
Billboard Below The Fold4 to 5 days2 days7 to 8 days
Daily Deals Site Stripe4 to 5 days2 days7 to 8 days
Seller Central Ads4 to 5 days2 days7 to 8 days
Kindle with Special Offers4 to 5 days2 days7 to 8 days
Fire Tablet
*Guaranteed campaigns require 2 additional days lead time.
Fire Tablet Static Wake Screen4 to 5 days2 days7 to 8 days
Fire Tablet Animated Wake Screen (Standard)4 to 5 days2 days10 to 11 days
Fire Tablet Amazon Video Ads4 to 5 days2 days7 to 8 days
Fire Tablet Panels4 to 5 days2 days7 to 8 days
Fire Tablet Interactive Wake Screen4 to 5 days2 days10 to 11 days
Fire Tablet Video with Overlay (Standard)4 to 5 days2 days7 to 8 days
Fire Tablet Custom Landing Page - Concept, design and implementationCall*2 days45 days
Fire TV
Fire TV Inline Ad - Run of service4 to 5 days2 days7 to 8 days
Fire TV Feature Rotator – Run of Service4 to 5 days2 days7 to 8 days
Fire TV Sponsored Screensaver – Run of Service4 to 5 days2 days7 to 8 days
Fire TV Clickthrough to Custom Landing PageCall*2 days45 days
Fire TV Sponsored Tiles4 to 5 days2 days7 to 8 days
Fire TV Out of the Box Experience (OOBE)n/a2 days4 days
Alexa Display Ads
Alexa Home Screen4 to 5 days2 days7 to 8 days
Audio Ads
Audio Ad Script Writing + Spot Production2 to 3 days2 days15-17 days
Audio Ad Spot Production3 days2 days11-13 days
Audio Ad Spot Reviewn/a2 days1 day
Audio Ad Companion Banner4 to 5 days2 days7 to 8 days
Twitch Display Ads
Homepage Headliner4 to 5 days2 days7 to 8 days
Super Leaderboardn/a3 days8 days
Super Leaderboard (animated)n/a3 days15 days
Medium Rectanglen/a3 days8 days
Medium Rectangle (animated)n/a3 days15 days
Prime Video Display Ads
Prime Video Feature Rotator4 days2 days7 to 8 days
Prime Video Sponsored Tilesn/a2 days5 days
Prime Video Sponsored Channelsn/a2 days5 days
Prime Video Profile Page4 days2 days7-8 days

* For lead times on custom creative not specified, please call an Account Executive for further details and planning.

N/A indicates that the field is not applicable to the ad product

NOTE: Additional time may be required for campaigns with multiple revisions, creatives, ad versions, or platform types. Published times are subject to change during peak time periods.

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 3 days of campaign launch, Amazon may release inventory for all affected placements.

*** If an audio ad mentions Alexa in the creative, 3 extra days should be added to its SLA.

**** For 3rd party (advertiser and/or agency) provided creatives, the total lead time is two business days from receipt of approved 3rd party tags.

7 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

7 Day Creative Delivery Workflow

Fire Devices Creative Delivery Workflow and Requirements

Applicable for Fire TV Feature Rotator, Fire TV Sponsored Tiles, Fire TV Inline Display Banner and Fire Tablet Lockscreen 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.
Fire Devices Creative Delivery Workflow

Fire Devices Creative Delivery Workflow

Fire Tablet (Animated/Interactive Executions) Creative Delivery 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

Fire Tablet (Animated/Interactive Executions) Creative Delivery Workflow

Ad Launch Time

  • Amazon.com and mobile: Ad starts no earlier than midnight (12AM), Eastern Standard Time. Specific times can be discussed.
  • Kindle: Ad starts at midnight (12AM), 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.

Advertising Policies