Amazon DSP Component-based Creative: Asset-based and Brand Store creative
Component-based creative allows you to generate ads optimized using ad components, such as a headline, a description, and an image. The following ad experiences are part of the component based creative:
- Asset Based creative (ABC): an ad experience that traffics ad viewers to any website and uses advertiser’s uploaded ad components or assets to create in-feed native or responsive standard display ads.
- Brand Store creative (BSC) : an ad experience that traffics shoppers to an Amazon store page and uses advertiser’s uploaded ad components or assets to create in-feed native or responsive standard display . Depending on the availability of active, supported deal ASINs on the Store page, advertisers can choose to include deal messaging in their creative.
Creative Assets Requirements
| Fields | Spec | Brand store Creative (Number of Components per field) | Asset based Creative (Number of Component per field |
| Headline | 50 characters ; 25 JP characters | 1 | 5 |
| Brand name | 25 characters ; 15 JP characters | 1 | 1 |
| Body Description | 200 characters ; 100 JP characters | 1 | 5 |
| Disclaimer | 60 characters ;28 JP characters | 1 | 1 |
| Call to Acton | Dropdown list of pre-approved CTAs | 1 | 5 |
| Logo | 400 x400 px min (1:1) | 1 | 5 |
| Image | 3 aspect ratios (Square (1:1), Tall (1.91:1), wide (9:16) | Upload up to 3 images in 3 aspect ratios | Upload up to 15 images in 3 aspect ratios |
| Clickthrough URL | For BSC, the clickthrough URL must link to a store page in the marketplace selected by the user; Store URL format should be https://amazon.<domain>/stores/page/{pageId} ; e.g https://www.amazon.com/stores/page/947C6949-CF8E-4BD3-914A-B411DD3E4433 | 1 | 1 |
Guidelines for custom images
- For more direct management of the generated creative, we recommend uploading three custom images:
- Square image (1:1 ratio)
- Recommended size : 1200px X 1200px
- Min size : 600 x600 px
- Tall image ( 9:16 ratio)
- Recommended : 900px X 1600px
- Min : 338 x 600 px
- Wide image ( 1.91:1 ratio).
- Recommended size: 1200px X 628px
- Min : 600x 314 px
- You can also use our cropping tool in the form to generate the three required aspect ratios. To use the cropping tool, ensure that the custom image is of high resolution and quality, at least 600px by 600px and 5MB or smaller.
- The custom images should not contain any branding elements, such as text, logos, or CTA. Instead, use the headline logo and disclaimer components to include branding messages in your ad. These components can be added along with a custom image or the default product image.
- Don't add any branding elements, such as text, logos, or Call to Actions (CTA). Instead, use the headline logo and disclaimer. components to include branding messages in your ad. These components can be added along with a custom image or the default product image.
- Image can be a product or lifestyle image.
- Images must not:
- Contradict the landing page.
- Be on a white or transparent background.
- Feature an individual brand logo or combination of logos.
- Contain crowded, excessive, poorly cropped or illegible elements.
- Contain additional text other than text naturally present in the image (such as on product packaging).
- Use letterbox or pillarbox formats.
- Include pricing and savings claims .
- Don't use Call to Action (CTA) buttons or text in the custom image. E-commerce creatives include their own CTA buttons as required (for example: add to cart, add to list).
- If an ad displays multiple identifiable products, it must accurately reflect the types of products on the landing page, where most of the products should be available.
- The custom image shouldn't replicate information shown in the e-commerce section.
- Amazon Ads will scale the custom image based on the desired ad size and device.
See below for examples to learn about the image requirements. Note: Don’t forward these images to your customers.
Guidelines for Logo
- When creating the logos, designers must use the logo PSD templates ( BSC_ABC_logo.psd.zip). The PSD templates include green “safe zones” where key content such as text and critical imagery must be placed. Content outside of the safe zones will be cropped off on some ad sizes
- Must be a 1:1 aspect ratio with a minimum size of 400x400 pixels.
Use the logo PSD to generate your logos :
Drop down list of Call to Action (CTA)
Below is a list of call-to-actions (CTAs) for you to select from.
- Asset-based creative :
- Brand Store creative :
| Campaign Type | CTA | Landing Page Experience |
|---|---|---|
| Shopping | Shop now | Must link to a shopping destination, for example: product page, search page, Store or sales-focused tailored/custom landing page. |
| Shopping | Buy Now | Must link to product page or custom landing page |
| Shopping | Pre-order now | Must link to product page or custom landing page with pre-order option. |
| Branding and Discovery | Learn more | Landing page must provide information about the product/service; especially more info on any features that have been mentioned in the ad. |
| Branding and Discovery | See details | The landing page can feature purchase options and links but primarily it is a branding experience rather than a sales experience. |
| Branding and Discovery | Discover more | The landing page can feature purchase options and links but primarily it is a branding experience rather than a sales experience. |
| Apps and Mobile App-Based Games | Download now | Drives to app/game download page.If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. |
| Apps and Mobile App-Based Games | Get app | If an account needs to be set up to use/play, the ad must state “Conditions apply” in the disclosure. |
| Subscriptions | Subscribe now | Sign-up option must be prominent on the landing page. |
| Subscriptions | Sign-up now | Sign-up option must be prominent on the landing page. |
| Other | Book Now | Can be used for the travel category, such as airlines, cruise lines, hotels. |
| Other | Explore Now | Can be used for auto campaigns. |
| Other | Get Quote | Should link out to external landing page or custom landing page with a sign-up option, or quotation tool. Ad must state “T&Cs apply” and full terms and conditions should be on landing page. |
| CTA | Landing Page Experience |
|---|---|
| Shop now | Must link to a Store landing page |
| Buy Now | Must link to a Store landing page |
| Learn more | Must link to a Store landing page |
| See details | Must link to a Store landing page |
| Discover more | Must link to a Store landing page |
Extra Components for Brand Store Creative
The Brand Store Creative includes the following additional components:
Image Content: If your image features products, please add the corresponding product ASINs in the form. You can include up to 3 ASINs . The product ASINs will be utilized for retail awareness, including halting bidding for the creative when the featured ASINs are out of stock or unavailable on the store page.
Allow brand deal messaging: Check this box to display deals on your store page. When you activate the "Allow brand deal messaging" feature, the headline component of the ad is configured accordingly.
| # | Scenarios on the Store Page | Examples | Expected Deal Message |
|---|---|---|---|
| 1 | The deal message will show the highest percentage off that is common to at least 10% of ASINs. | 1 ASIN with deal at 35% off = 5% of total 2 ASINs with deal at 30% off = 10% of total 4 ASINs with deal at 20% off = 20% of total 10 ASINs with deal at 15% off = 50% of total 3 ASINs with no deal= 15% of total Total ASINs: 20 | Save up to 30% on [brand name] |
| 2 | If all ASINs have the same deal % | 10 ASINs with deal 35% off = 100% Total ASINs: 10 | Save 35% on [brand name] |
| 3 | If a deal message is enabled, but no matching deals meet 10% minimum of ASIN deals | 1 ASIN with deal at 35% off = 9% of total 1 ASINs with deal at 30% off = 9% of total 1 ASINs with deal at 20% off = 9% of total 1 ASINs with deal at 15% off = 9% of total 7 ASINs with no deal= 64% of total Total ASINs: 11 | Generic headline |
| 4 | If deal message is disabled on brand store | Generic headline |
Brand Store Creative deals are calculated based on all the ASINs showing on the advertiser’s Stores page. The supported promotion types are Deal of the day, Best Deal, Lightning Deal and coupon. Please see below for details on deal logic behavior
- All ASINs on the product grid are included in the deal logic
- All ASINs on the featured deal widget are not included in the deal logic
- OOS ASINs (whether hidden or shown) are included in the deal logic
- Vendor-funded promotions are eligible to be considered a “deal”
- Coupons (vendor-funded) are eligible to be considered a “deal”
- Strike-through discounts that aren’t marked as a deal are not eligible
Placements
When setting up your creative, you'll need to select the inventory type: Allow delivery on standard display inventory and/or Allow delivery on third-party native inventory. By default, both inventory types will be selected. Selecting Allow delivery on display inventory enables Amazon DSP to build multiple versions of standard display ads based on the ad components you have uploaded. Selecting Allow delivery on third-party native inventory enables you to utilize ABC/BSC to generate in-feed native ads and access true native inventories through our third-party partners, such as TripleLift.
Allow delivery on standard display inventory
BSC and ABC allow you to quickly generate responsive ads in all traditional sizes using a single creative form. The creative versions will auto-populate using the uploaded ad components. The responsiveness of the creative increases your inventory availability, enabling you to reach viewers wherever they are. You can also create ads for specific sizes, including 160x600, 245x250, 300x50, 300x600, 320x50, 414x125, 650x130, 728x90, 970x250, 980x55, 300x250, and 336x280.
Supported ad size range for Responsive ads
| Layout | Definiton | Min Size |
| Wide | W/H > 1.5 | 216X36 |
| Rectangle | 0.7 <W/H <1.5 | 180X150 |
| Tall | W/H <0.7 | 120X240 |
Allow delivery on third-party native inventory
For in-feed native display ads, Amazon DSP doesn’t create the ad itself. Instead, Amazon DSP sends the uploaded ad components to SSPs and publishers using the OpenRTB Dynamic Native Ads API Specification Version 1.2. Publishers and third-party supply sources use these components to generate ads that match the form and content of the platform where the ads appear.