Prime Video Feature Rotator

On the Fire TV, third-party TVs and desktop devices, the static imagery in the Feature Rotator changes to auto-playing the video asset, filling the majority of the screen. When the video concludes, the Feature Rotator automatically shifts to the next slot in the carousel. On mobile and tablet devices, the Feature Rotator slots remain static.

When the customer clicks the ad they are taken to the click-through destination page where they can buy/rent, sign up, or watch.

The Feature Rotator requires five unique creative assets. The background and title art cannot be shared across all device types due to different device client size requirements. See Connected TV and Desktop Asset specifications and Mobile and Tablet Asset specifications for specific details.

1. Automated channel logo

Advertising copy such as offer messaging or calls-to-action are not included on mobile. The offer message will be automatically populated by Prime Video using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered. On mobile, unlike Connected TV and desktop web, the CTA is not included in the Feature Rotator.

Use the highest resolution that meets the ratio requirement. Upscaled images that are blurry will not be accepted. The minimum acceptable size for background image is 1936 x 1089 pixels.

The background image must use full-bleed imagery. It may fade out to a solid color or darken with a gradient on the sides, especially in the left area, so that the title art and text can be accessible and readable on the background.

A title art is a creative asset that appears on top of a background image. Depending on the type of Feature Rotator creative, a title art can represent a content title, a Prime Video Channel, or a content collection that is available from a Prime Video Channel.

In the yellow safe area, elements should be placed with caution, as they may cover the background on smaller device screens. Some overlap of logo and background image is unavoidable on smaller mobile devices, but logos should not overlap with faces of main characters or create significant readability issues.

✔ Approved

When key elements in the background image occupy both the green and yellow safe zones, place the logo only within the green safe zone in the title art.

✔ Preferred



Why? The title art doesn’t contain any added text or logos.

• Additional text and logos are not recommended. If they must be included, follow these rules:
• All logos and text in the logo image must meet minimum font size requirements.
• The additional text (e.g. “A show loved by mountain bikers”) should not exceed one line in length.
• Visual priority must be clear. For example, if the creative is promoting a content title, then the content title logo should have the highest visual priority. If the creative is promoting a Prime Video channel, then the channel logo should be made the most prominent element in the title art. Visual priority can also be given to text that describes a content collection or theme, depending on what campaign needs to be promoted.
• To maintain a clear visual hierarchy, try to keep the total lines of title arts within 4 lines. Title arts exceeding 4 lines lose contrast between font sizes, resulting in similar font sizes for logo elements, leading to unclear visual hierarchy.
• Align logo elements purposefully to create an order that guides viewer eyes to read through the title art in a natural way (e.g. guiding viewers to read the text and logos from left to right or from top to bottom.)
• Including CTAs in title art is not allowed. Additional text must not repeat or contradict the auto-populated offer messaging or CTA. (E.g. “7-day free trial”, “$9.99/month”, “Buy now”, “Start watching” and so on.)

✔ Approved



Why? Additional text above the content title logo doesn’t repeat or contradict the auto-populated offer messaging or CTA. It also meets font size requirements.

✘ Not approved



Why? The additional text “Available to buy or rent” repeats the auto-populated offer messaging.

✔ Approved



Why? The visual hierarchy is clear. Mountain Biking (Primary logo) has the highest priority, and both additional text and logo meet the font size requirements.

✘ Not approved



Why? The logo font size are very similar and channel logo is bigger than content title logo (Primary logo), causing an unclear visual hierarchy in this title art.

✔ Approved



Why? The center alignment of the “EXCITING” logo and the text “Outdoor Adventure & Beyond” guides viewers to read from left to right on the first row. The left alignment of the first row and the second row in this logo guides viewers to easily move their eyes from the first row down to the second row.

✘ Not approved



Why? Without a purposeful alignment, the randomly placed logos create an unbalanced look that requires viewer eyes to jump between each element in this title art, creating a jarring visual experience for viewers.

✔ Approved



Why? The additional element "Outdoor Fun Series" icon is center aligned with the content title logo "Mountain Biking" to guide viewers to read from left to right. The visual hierarchy is clear, and the additional logo meet font size requirements.

For single title ads, maturity rating labels will populate automatically based on the ASIN selected when the title is rated for audiences that are at least 12/13 years old. If a campaign is running multi-title creative, content rating labels are not required.

Legal disclaimer safe zone (blue)

Disclaimers on mobile and tablet devices are not required by Prime Video in the US. Depending on the country, should adhere to the “Burned in” disclaimer copy per country. While additional legal disclaimers are strongly discouraged, if required by the advertiser, they should be placed in the blue safe zone, top and right aligned with the safe zone. Text should be white or black (apply opacity if needed), set in 36pt Arial regular (or equivalent font), and placed unobtrusively in the background image. Make sure a minimum of 3:1 contrast ratio is met.

These requirements only relate to “burning in” a disclaimer into the background image of the mobile devices. Please note, these legal disclaimers are dynamically populated for TV/Desktop.

Disclaimer: Feature Rotator title name “Mountain Biking” and “The Greatest Riders”, and end card content provider name “Exciting” are example names for ad specs only, and are not available on Prime Video.