Amazon Ads creative asset specifications

Every dimension, file size, and format, grouped by the program the asset feeds. Read the section for your program and ignore the rest — the numbers do not transfer between programs, and neither do the content rules.

Contents: Program routing · Sponsored Brands and Sponsored Display · Brand logo · Copy limits · DSP display banners · Standard media placements · eCommerce display creative · Conflicts to verify

Program routing

The single most consequential question before generating anything: which program consumes this asset? Text and logos inside the image are forbidden in one program and expected in another.

Getting this wrong is the most expensive mistake in the workflow, because a beautiful lifestyle image with the brand name burned into it is an automatic rejection for Sponsored Brands and a requirement for a banner.

Sponsored Brands and Sponsored Display custom image

The self-service custom image. One rectangular upload can serve in up to 12,000 size variations, so Amazon crops it aggressively — keep the subject centered and leave breathing room at every edge.

• Minimum resolution: 600 × 600 px. Maximum file size: 5 MB.
• Resolution target: highest possible; Amazon states 72 ppi as the floor for ad imagery and rejects blurry, distorted, pixelated, smudged, or stretched images.
• Supplying all three aspect ratios is the safe default; a single wide image will be center-cropped into square and tall placements.

Content rules for the image itself (these are policy, not preference):

• No branding elements — no text, no logos, no calls to action.
• No white or transparent backgrounds. Borderless ads also may not use white or off-white background colors; the creative has to contrast with the page.
• No pricing or savings claims.
• No letterbox or pillarbox formats (bars, blurred or otherwise).
• No crowded, cluttered, or poorly cropped elements.
• Nothing that contradicts the landing page.
• Lifestyle imagery is expected and encouraged; a product alone on a solid or transparent background is not accepted as a custom image.
• Products must be prominently displayed, either in use or on their own.
• Use diverse models — Amazon names "people of all races, ages, body types, ethnicities, and gender identities" as a requirement, not a suggestion.

Brand logo

Logo rules differ by program. Check which one applies.

Policy rules that apply to every logo:

• It must be the brand's registered logo, with legal rights to use it.
• It must fill the entire image, or sit on a white or transparent background.
• Text in the logo must be legible on both mobile and desktop.
• It must stay consistent across all ads.
• Do not combine multiple logos, place a logo on a complex graphical background, use a product image or ASIN as the logo, or use the logo slot as a headline extension.
• Content outside the published safe zones gets cropped on some ad sizes; use Amazon's PSD templates for anything with critical detail near an edge.
• eCommerce creative allows at most 2 logos per custom image.

Copy and text asset limits

Character limits for the text fields that travel alongside the image (component-based creative; Sponsored Display headline matches).

Copy rules live in 02-creative-policy.md.

DSP display banners (finished ad units)

You deliver a composed banner at the exact creative dimensions. Mobile sizes are designed at 2X and downscaled, which is why the creative dimensions differ from the display size.

Desktop and mobile web

Mobile app banners

Static file sizes drop to 50 kb in France, Italy, Spain, and Japan.

Requirements specific to banners:

• Serving is site-served or third-party iframe only, over HTTPS.
• Minimum font size 16 pt at 2X resolution.
• An advertiser logo or brand name is required in every mobile banner.
• If the banner links to Amazon, include the Amazon logo or a textual reference to Amazon.
• Add a non-white 1-pixel border, or use a high-contrast background, so the unit separates from the page.
• Animation (GIF) is permitted but discouraged; Sponsored Display ads are static only, video excepted.
• Keep backgrounds simple and text minimal.
• AdChoices labels are applied by Amazon automatically.

Standard media placements

Fixed on-Amazon placements. Formats: HTML, JPG, GIF, PNG. Locales: US, MX, CA, UK, DE, FR, IT, ES, JP, IN.

Static maximums are 50 kb in France, Italy, Spain, and Japan. Production handoffs typically also want layered PSDs, vector logos (.ai or .eps), backgrounds, fonts (.otf or .ttf), copy, brand guidelines, and the clickthrough URL or hero ASIN.

eCommerce (REC) display creative

The exception to the no-text rule. A REC ad is an image section you compose plus an auto-generated eCommerce section carrying live pricing, ratings, and deal badges.

Responsive upload — supply all three: square 1200 × 1200, tall 900 × 1600, wide 1200 × 628. Minimum resolution 600 × 600, maximum 5 MB.

Size-specific custom images

Copy constraints inside a REC custom image: at most 10 words total, at most 2 type variations excluding the disclaimer, sentence case, headline ≤ 50 characters, disclaimer ≤ 60 characters in Arial regular or equivalent. Even here the underlying restrictions hold: no white or transparent background, no CTAs, no letterboxing, no pricing claims, nothing crowded.

Published numbers that conflict

Amazon's spec pages disagree in a few places. Where they do, this file gives both and you should confirm against the console's own upload dialog, which validates on submit:

• 414 × 125 max file size — the DSP desktop/mobile-web page says 100 kb; the mobile app banner page says 200 kb. Build to 100 kb to satisfy both.
• Tall custom image recommendation — the component-based creative page lists 1000 × 1000 for the 9:16 slot, which is not a 9:16 ratio; the eCommerce page lists 900 × 1600. Use 900 × 1600 and treat 338 × 600 as the documented minimum.
• Logo file format and size for Sponsored Brands — not published on the spec page. The console enforces it at upload; ask the user or test rather than asserting a number.

Amazon revises these pages without notice. When a number decides whether an asset gets built, cite the page it came from and offer to re-check it.

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Provenance: Amazon Ads specification and policy pages captured 2026-09-03: resources/ad-specs and its sub-pages (standard-media, dsp/desktop, dsp/mobile-banners, component-based-creative, ecommerce, sponsored-brands-video), plus library/guides/sponsored-brands-display-ads-moderation. Policy quotations also appear in 02-creative-policy.md.