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 | First Advertiser Creative Preview Date | Trafficking + QA SLA | Average Production time |
Standard Display Ads | |||
---|---|---|---|
Amazon DSP Desktop display ads | 4 to 5 days | 2 days | 7 to 8 days |
Amazon DSP Mobile banner ads | 4 to 5 days | 2 days | 7 to 8 days |
Mobile interstitial ads | 4 to 5 days | 2 days | 7 to 8 days |
Mobile Display Ads | |||
Mobile Static Banners Ads | 4 to 5 days | 2 days | 7 to 8 days |
Custom Mobile Campaigns | Call* | 2 days | Call* |
Amazon eCommerce Ads | |||
eCommerce Ads (custom image) | 4 to 5 days | 2 days | 7 to 8 days |
eCommerce Ads (standard) | n/a | 2 days | 2 days |
Standard Media | |||
Standard Media | 4 to 5 days | 2 days | 8 days |
Non-Standard Media | |||
Amazon Video Ads (custom layout) | 4 to 5 days | 2 days | 7 to 8 days |
Amazon Video Ads (standard) | n/a | 2 days | 2 days |
Billboard Below The Fold | 4 to 5 days | 2 days | 7 to 8 days |
Daily Deals Site Stripe | 4 to 5 days | 2 days | 7 to 8 days |
Seller Central Ads | 4 to 5 days | 2 days | 7 to 8 days |
Kindle with Special Offers | 4 to 5 days | 2 days | 7 to 8 days |
Fire Tablet *Guaranteed campaigns require 2 additional days lead time. | |||
Fire Tablet Static Wake Screen | 4 to 5 days | 2 days | 7 to 8 days |
Fire Tablet Animated Wake Screen (Standard) | 4 to 5 days | 2 days | 10 to 11 days |
Fire Tablet Amazon Video Ads | 4 to 5 days | 2 days | 7 to 8 days |
Fire Tablet Panels | 4 to 5 days | 2 days | 7 to 8 days |
Fire Tablet Interactive Wake Screen | 4 to 5 days | 2 days | 10 to 11 days |
Fire Tablet Video with Overlay (Standard) | 4 to 5 days | 2 days | 7 to 8 days |
Fire Tablet Custom Landing Page - Concept, design and implementation | Call* | 2 days | 45 days |
Fire TV | |||
Fire TV Inline Ad - Run of service | 4 to 5 days | 2 days | 7 to 8 days |
Fire TV Feature Rotator – Run of Service | 4 to 5 days | 2 days | 7 to 8 days |
Fire TV Sponsored Screensaver – Run of Service | 4 to 5 days | 2 days | 7 to 8 days |
Fire TV Clickthrough to Custom Landing Page | Call* | 2 days | 45 days |
Fire TV Sponsored Tiles | 4 to 5 days | 2 days | 7 to 8 days |
Fire TV Out of the Box Experience (OOBE) | n/a | 2 days | 4 days |
Alexa Display Ads | |||
Alexa Home Screen | 4 to 5 days | 2 days | 7 to 8 days |
Audio Ads | |||
Audio Ad Script Writing + Spot Production | 2 to 3 days | 2 days | 15-17 days |
Audio Ad Spot Production | 3 days | 2 days | 11-13 days |
Audio Ad Spot Review | n/a | 2 days | 1 day |
Audio Ad Companion Banner | 4 to 5 days | 2 days | 7 to 8 days |
Twitch Display Ads | |||
Homepage Headliner | 4 to 5 days | 2 days | 7 to 8 days |
Super Leaderboard | n/a | 3 days | 8 days |
Super Leaderboard (animated) | n/a | 3 days | 15 days |
Medium Rectangle | n/a | 3 days | 8 days |
Medium Rectangle (animated) | n/a | 3 days | 15 days |
Prime Video Display Ads | |||
Prime Video Feature Rotator | 4 days | 2 days | 7 to 8 days |
Prime Video Sponsored Tiles | n/a | 2 days | 5 days |
Prime Video Sponsored Channels | n/a | 2 days | 5 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
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 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 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
- ADSP Account Suspension for Malvertising Policy
- Advertising and the EU General Data Protection Regulation
- Advertising and the BR General Data Protection Law
- Advertising on Alexa Guidelines and Acceptance Policies
- Amazon Ads API policies
- Amazon Ads Guidelines and Acceptance Policies
- Amazon Ad Server Advertising Policies
- Amazon Branded Peak Shopping Events Advertising Policies 2023
- Amazon brand usage guidelines
- Amazon DSP additional policies
- Amazon pixeling guidelines
- Automated guaranteed platform policy
- Book advertising guidelines and acceptance policies
- Brand creative guidelines
- Brand Profile Content guidelines and acceptance policies
- Catastrophic events advertising policy
- Creative delivery lead times
- Fire TV guidelines and acceptance policies
- General policies
- MMP measurement URLs for app advertising
- On Box Ads, Bags, and Inserts guidelines and acceptance policies
- Product terms
- Remarketing and conversion pixel requirements
- Sponsored ads guidelines and acceptance policies
- Sponsored ads additional policies
- Posts content guidelines and acceptance policies
- Stores guidelines and acceptance policies
- Streaming TV ad policies
- Technical guidelines
- Twitch advertising guidelines and acceptance policies
- Waiver announcement