Feature Rotator

• Use cinematic imagery: Use imagery that is engaging and provides context to the ad.
• For entertainment ads: Use imagery that features the content that’s being promoted.
• For non-entertainment ads: Use imagery that communicates a story about the advertised brand, products, services, or promotional events to viewers. Make sure the subject of the background image matches the ad copy used in the logo image.
• Physical products: Imagery should show the advertised product, customer using the product, or be brand focused.
• Service products: Imagery should show customer using the service or the amenity that’s being advertised, or be brand focused.
• Brand focused: Brand-focused imagery should feature branded characters (e.g. brand mascots, ambassadors, or characters from brand’s commercials), show brand events (e.g. A trail day event from an outdoor product company), or include branded illustrations. Brand-focused imagery must communicate a clear brand story, or a brand’s products or services. Imagery that doesn’t provide context to the ad (e.g. generic patterns and graphics) is not allowed.

✔ Approved



This creative shows the advertised product.

✔ Approved



This creative shows a customer is using the advertised product.

✔ Approved



This creative shows a customer is using the advertised service.

✔ Approved



This creative shows the context (an airplane) of the advertised service.

✔ Approved



This creative features the brand’s mascots.

✔ Approved



This creative shows imagery that features an event sponsored by the brand.

✔ Approved



This creative shows branded illustrations that provides context for the brand’s products.

✘ Not approved



Why? The illustration in this creative looks generic and doesn’t help articulate a brand story.

• Use high quality imagery: Background image should look clear on a high-definition television (HDTV); don't include upscaled images; image retouching is photorealistic; avoid defects in gradients, shadows, and perspective.

✔ Approved





✘ Not approved




• Use balance: Use imagery that has a sufficient amount of space on the left side where the logo will overlay.
• Use imagery that makes full use of the space: Use a single image asset that extends all the way to the edge of a background image (full bleed). The following scenarios are also allowed when meeting our requirements:
• A single image that’s not big enough to fill the background image: The image asset should fill at least the right half (50%) of the background image with no gaps around the edges, while additional visual treatment can be added on the left side of the background image to fill the empty space. Avoid a straight division (vertical line) between the image asset and the additional visual treatment.

✔ Approved





✘ Not approved






• Multiple images need to show in one image: The combined image should have an edge-to-edge background that situates the image assets. The composition of a combined image should be balanced and prioritize the key subjects from the image assets. Avoid using plain background or visual treatment that has no association with the image assets.

✔ Approved





✘ Not approved




• Use Depth: Varying depths of field in the image will provide a good backdrop.
• Place subject on the right: The main subject should be to the right side of the image.
• If an app is VSK-enabled: Include an Alexa Speech Bubble, ‘Alexa, play ___ on _____.” (See the guidelines for Voice Skills Kit-enabled apps.)

Examples

• Only include necessary information in the logo lockup: Up to four lines of logo elements are allowed, as it helps maintain a clear visual hierarchy of the logo lockup.
• Keep visual hierarchy clear: The most important information should have the highest visual priority (e.g. a content logo stands out from other logo elements)
• Keep the logo lockup left aligned and vertically centered: At least one element in the logo image must be left aligned

✔ Approved



✘ Not approved



✔ Approved



✘ Not approved



Why? The logo lockup is not left-aligned with the Fire TV UI elements and content rows beneath.

• Keep the content visible: Logos should contrast with the background asset.
• Maintain a readable text scale: The CTA text should be at least 24pt Arial regular (or equivalent font). Consider removing extra lockup elements if they fall below 14pt.
• Use texture: Logos can contrast backgrounds with texture and effects.
• Use depth: The featured logo can use depth and perspective.
Use a simple and clear CTA: CTA should have simple messaging and communicate the action that the customer is expected to take, such as ‘Watch Now’, ‘Catch Up’, or 'Shop Now'.
Do not use ‘Learn More’ for the CTA text as this will already be included in the button within the updated Fire TV UI.
Call-to-action text may not include additional glyphs (e.g. arrows or underlines), or be embellished as a button.
Include event information, dates, and times if relevant. Examples are: ‘Watch the series finale on 9/8 at 8 PM ET’ or ‘Catch up before the season premiere on 9/8 at 8 PM ET’.

Safe zone

• Videos must meet all requirements. No edits will be made to the original assets.
• It is preferable to not show letterboxing in videos (black bars above and below). However, if the content being promoted uses letterboxing in the full-length video, then the trailer may feature letterboxing as well.

• Use engaging video: A trailer video should showcase key characters or scenes from the title that will excite/delight customers. For non-entertainment ads, a video should tell a story about the advertised brand, product or service.
• Provide high-quality video: A high-bitrate video source prevents compression artifacts.
• Use a controlled volume: Make sure that the volume of the video is normalized (i.e. is not too low or too high).
• Make sure the resolution is correct: Videos should be at a resolution of 1920 x 1080px.
• Include a simple end slide with the provider's logo: Slide duration should not be longer than 3 seconds.
• Make sure videos are in the primary language of the locale where the ad is shown.

Content rating label safe zone (background image)

Note: The green section for rating labels and legal text will not be visible in the unselected state of Feature Rotator. Customers will still see this information in the selected state.

• Where beneficial to the customer, up to two lines of legal text may be accepted.
• Subscription required – If the content promoted requires an additional paid subscription beyond a Prime Video subscription, this must be made explicit in the creative by one of the following methods:
• Within the Call-to-Action text: “Watch with a subscription”, “Subscribe to watch now”, etc.
• As legal text within the creative: “Subscription required”, etc.
• Within the Call-to-Action text plus legal text: “Watch with 7-day free trial” plus additional legal text “Restrictions apply”, etc.
• Rent/Buy – If the content promoted requires payment to rent/buy/purchase the app or piece of content, this must be made explicit in the creative.
• Within the Call-to-Action text: “Buy or Rent on Prime Video”, “Available to Rent”, “Available to Buy”, “Own it today”, “Stream with Purchase”, “Prime Member Deal”, “Watch now [+ Prime Video Cinema logo lockup]”, etc.
• Standard guidelines for call to action text apply.
• Claims and substantiation: follow guidance for Claims and Substantiation.
• Any use of unnecessary text, including legal “fine print”, copyright statements, legal symbols or Terms & Conditions is discouraged. Our recommendation is to provide full terms & conditions or disclaimer copy on the landing page. If added, text should be white or black, less than 60% opacity, set in 14pt Arial regular (or equivalent font), and placed unobtrusively in the bottom right corner of the background image, inside of the green safe zone shown above.
• Note: The green section for rating labels and legal text will not be visible in the unselected state of Feature Rotator. Customers will still see this information in the selected state.