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Amazon ad specs work differently from social. Sponsored Products has no creative to upload at all: it serves your product listing image, title and price straight from the detail page, so the product image is the ad. Sponsored Brands and Sponsored Display do take uploaded creative, typically a square brand logo, a custom lifestyle image commonly documented at 1200 x 628, and a headline commonly documented at up to 50 characters. Video for both is 16:9 and commonly documented at 6 to 45 seconds. Amazon also enforces creative policy more strictly than social platforms: no price or ranking claims in the image, no Amazon branding, no buttons that imitate Amazon's own interface. Verify current requirements in Amazon's own ad specs before production.
Check this before you ship
Ad specs change, often quietly. Aspect ratios are stable and safe to build against. Exact pixel margins, file size ceilings and duration caps are not, and reserved interface areas differ by placement and by app version. Treat the numbers on this page as a starting point, then check the platform's own current specification before you sign off on a production file.
Last reviewed: . Official source: Amazon Ads creative specifications (official).
The rule that outlives every redesign
Keep essential text and branding toward the centre of the frame, and preview the ad in the real placement before you launch it.
Fix the product detail page image first. On Sponsored Products it is the entire creative, and no amount of bid management compensates for a bad one.
Everything below is detail on top of that. Ratios are the stable layer and are safe to build against. Pixel margins, file size ceilings and duration caps are the volatile layer, which is why they are marked as commonly documented rather than stated as fact.
Amazon Ads aspect ratios by placement
| Format | Creative you supply | Aspect ratio |
|---|---|---|
| Sponsored Products | Nothing. Amazon pulls the listing image, title, price and rating. | Set by the detail page image, which is square |
| Sponsored Brands | Brand logo, headline, and optionally a custom lifestyle image | Logo 1:1, custom image commonly 1200 x 628 |
| Sponsored Brands video | A video file | 16:9 |
| Sponsored Display | Logo and headline, optionally a custom image or video | Logo 1:1, custom image commonly 1200 x 628 |
Because Sponsored Products has no uploadable creative, the product image standards below are effectively the ad specs for the largest share of Amazon spend.
Safe zones, as a share of the frame
Amazon does not overlay a full-screen interface on your creative, so the safe zone question becomes two other things: how the creative is cropped across desktop and mobile placements, and how much of the frame Amazon's own retail furniture occupies around it.
Percentages are used here on purpose. Pixel margins go stale every time an app ships a redesign, whereas the proportion of the screen the interface occupies moves far less. Reserved areas still vary by placement and by app version, so treat these as a design margin rather than a measurement. For the concept itself, see safe zone in the glossary.
| Placement | Keep clear | What sits there |
|---|---|---|
| Sponsored Brands custom image | Keep the product and any text central, away from all four edges | The banner renders at very different widths on desktop and mobile, and the crop is not identical. Edge content is unreliable. |
| Sponsored Display | Assume a Sponsored label and surrounding retail chrome | The unit is placed inside pages you do not control, at sizes you do not choose. Keep it legible small. |
| Video | The bottom strip, for player controls and captions | Playback chrome and burned-in or auto captions. Much Amazon video inventory plays muted by default, so on-screen text is doing the work. |
These percentages are widely used working figures, not published constants. Confirm against the official specification above, and preview the creative in the live placement before sign-off.
Product detail page image rules
| Rule | Commonly documented requirement |
|---|---|
| Background | Pure white, RGB 255 255 255, for the main image |
| Frame fill | The product should occupy at least 85 percent of the frame |
| Minimum size for zoom | At least 1,000 pixels on the longest side |
| Format | JPEG preferred, also PNG, GIF and TIFF |
| Main image content | Product only. No text, watermarks, logos, borders or inset graphics. |
These are Amazon catalogue standards rather than advertising standards, and they are unusually stable. They are also enforced, which is not true of every published rule.
Sponsored Brands and Sponsored Display creative
| Item | Commonly documented value |
|---|---|
| Headline | Up to 50 characters |
| Brand logo | Square, minimum commonly documented as 400 x 400 |
| Custom image | 1200 x 628, with the product clearly visible |
| Video duration | 6 to 45 seconds |
| Video resolution | 1280 x 720 or 1920 x 1080, 16:9 |
| Video file size | Commonly documented as under 500 MB |
Character and file limits differ by marketplace and by ad type, and Amazon revises them. The creative upload screen validates against the live rule, so use it before committing to a batch.
Creative policy, which Amazon enforces
| Not allowed | Why it gets rejected |
|---|---|
| Price or discount claims in the image | Prices change and Amazon renders them itself. |
| Best seller, number one, or ranking claims | Unverifiable and time sensitive. |
| Amazon logos, or the word Amazon in the creative | Brand usage restriction. |
| Buttons or elements that imitate Amazon's own interface | Misleads the shopper about what is clickable. |
| Time limited urgency such as offer ends today | Cannot be verified against the live listing. |
This is the area where Amazon differs most sharply from Meta and Google. A creative that runs happily on Meta can be rejected here for a single line of copy.
The largest format has no creative at all
Sponsored Products is the majority of most Amazon advertising budgets, and there is no image to upload. Amazon composes the ad from your listing: the main product image, the title, the price, the rating and the Prime badge.
This inverts the usual priority. Time spent on the detail page image, the title and the review count does more for your ad performance than time spent in the campaign manager.
Where uploaded creative earns its place
Sponsored Brands and Sponsored Display are where you get a logo, a headline and optionally a lifestyle image or a video. This is your only opportunity on Amazon to say something the catalogue does not already say.
Video is the strongest of these, and the 6 to 45 second window that Amazon commonly documents pushes you toward a single clear demonstration rather than a story.
Policy is a spec too
On Meta a rejection usually means an image or a landing page issue. On Amazon it is often one word. Claims about price, ranking or urgency get creative rejected, and so does anything that looks like Amazon's own interface.
The safe pattern is a product benefit statement with no numbers Amazon would have to verify.
Frequently asked questions
- What image size does an Amazon Sponsored Products ad need?
- None that you upload. Sponsored Products serves your existing product listing image. What matters is that the listing image meets Amazon's catalogue standards: a pure white background on the main image, the product filling at least 85 percent of the frame, and at least 1,000 pixels on the longest side so that zoom works.
- What is the Amazon Sponsored Brands headline limit?
- Commonly documented as up to 50 characters. Marketplaces vary and Amazon has revised this, so check the character counter in the creative builder before writing to a fixed number. Headlines cannot contain price claims, ranking claims or time limited urgency.
- What are the Amazon video ad specs?
- Sponsored Brands and Sponsored Display video is 16:9, commonly documented at 6 to 45 seconds, delivered at 1280 x 720 or 1920 x 1080, with a file size commonly documented as under 500 MB. Much of the inventory plays muted, so build for on-screen text rather than voiceover.
- What is a safe zone on Amazon ads?
- Amazon does not overlay a full-screen interface the way Reels or Shorts do, so the risk is cropping rather than covering. Sponsored Brands banners render at very different widths on desktop and mobile, so keep the product and any text away from the edges, and check the creative in both previews before submitting.
- Why was my Amazon ad creative rejected?
- Most commonly for a claim Amazon cannot verify. Prices or discounts in the image, best seller or ranking claims, urgency such as offer ends today, Amazon branding in the creative, or elements that imitate Amazon's own buttons will all trigger a rejection. Amazon enforces this more consistently than social platforms do.
- Do Amazon ad specs differ by marketplace?
- Yes. Character limits, available formats and some file requirements differ between marketplaces, and features often launch in the United States first. Verify in the creative builder for the specific marketplace you are running in rather than assuming a single global spec.
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