Amazon Display Advertising User Manual

Amazon Display Advertising Style Guide

AMAZON BRAND USAGE GUIDELINES

Overview

Description This document is intended to provide high-level best practices of display advertisements that link within Amazon.com with a focus on usage of the Amazon brand.

Using the Amazon.com name or branding elements can help you get results. However, the Amazon.com brand is one of our most valuable company assets, so we require advance review of creative materials. With written approval, we permit our advertisers to use Amazon branding elements within the requirements outlined in this document. All materials must be submitted to Amazon in advance for approval by Amazon in accordance with our advertising policies.

Overview

Call To Action & Messaging

2.1 – CTA Overview

2.2 – Recommended CTAs

2.3 – Amazon Text Link CTAs

2.4 – Amazon Branded Button CTAs

2.5 – Amazon Capitalization & Punctuation

2.6 – Brand Phrases

2.7 – Special Offers & Discounts

2.8 – Restricted & Unacceptable Ad Content

Logos & Imagery

3.1 – Amazon Logo Guidelines

3.2 – Additional Logo Guidelines

3.3 – Icons & Site Elements

3.4 – Product Imagery

Colors

4.1 – Amazon Brand Colors

Technical Specs & More

5.1 – Find Out More

Co-Branding

6.1 – On and Off Amazon

Related Documents General display advertising content requirements, technical specs and ad units available can be found at: amazon.com/advertisingspecs

Call To Action & Messaging

2.1 – CTA Overview The Call To Action (CTA) is the standard way to prompt customers to click on the promotion and should be kept as short as possible. CTA messages should

2.2 – Recommended CTAs

be selected to clearly communicate the action the customer is taking and what they will experience on the landing page. Use the guidance provided below to select an appropriate CTA for your link in campaign.

CTAs are generally executed through text or use of buttons. If using a button, ensure that it matches the branding guidelines for your campaign or is in compliance with the examples below. It is recommended that buttons, like pointer text, should start with an action verb whenever possible, be sentence capped, and contain no ending punctuation.

Recommended

CTA

Shopping

Interaction

See the following page for additional CTA guidelines as well as visual examples that are allowed and not allowed.

Shop now at Amazon.com

Shop now

Pre-order now

Clip coupon Product page or coupon landing page Not allowed

Add to Cart View Cart page Not allowed

Learn more

Watch now

Expand ad Open from collapsed to expanded

Product, Destination, Category or Search page Button or text

Product, Destination, Category or Search page Button or textSee more

Close expanded ad unit back to collapsed

Destination or Action

Advertiser Branded Amazon Branded

Button

(see individual ad unit

style guides for more info)

Allowed Visuals

(see also section 2.3 )

Shop now at Amazon.

Pre-order now

Shop now

Learn more

Watch now

Not allowed

Amazon Display Advertising Style Guide

AMAZON BRAND USAGE GUIDELINES

Call To Action & Messaging (Continued)

2.3 – Amazon Text Link CTAs

As displayed in the table of Allowed CTA visuals on the previous page in section 2.2, the following gives more detailed guidance on using Amazon style text links.

Allowed Amazon Text Link CTAs

(Digital assets are available for download)

See details Watch now

Amazon text links should conform to the following standards:

• Typeface & Sizing: Amazon Text Link CTAs should always be set at one of two sizes – Frutiger 57 Condensed at 11.5 point for small applications and

Frutiger 67 Condensed at 14 point for large. Recommended small applications include small IAB ad units (Micro Bar, Button 1, Square Button, Half Banner, Full Banner) or custom units such as site stripes, mini marquees, etc. Recommended large applications include large IAB ad units (Medium Rectangle, Wide Skyscraper, Skyscraper, Leaderboard), or custom units such as home page pushdowns, marquee pushdowns, etc.

• Graphical Styling: The underline should ‘break’ for descenders, that is to say there should be one pixel of clear space on either side of each descender.

• CTA Length: CTAs should not exceed 30 characters. The CTA text link length should be kept as short as possible. It must be on a single line and should never

wrap to two (or multiple) lines.

• Color: The CTA can be any color as long as – 1) all elements within the CTA (arrow, text and underline) use the same base color, 2) the CTA complements the promotional graphic it is used in, and 3) it stands out enough to be seen. The opacity of the underline and arrow elements should be set to 70% of the text color.

• Special Offers & Discounts: The CTA should never be used to ‘message’ a promotion (see sections 2.4 and 2.5 for more details)

• .com Usage: Although “Amazon” is preferred, using “Amazon.com” for CTA text links is also acceptable. (this also applies to UK, DE, JP, etc.)

Not Allowed (Amazon Text Link)

Allowed (Amazon Text Link)

Why

➊ Amazon text links should not stray from the

allowed CTAs and should not mention special offers or discounts

➋ “Shop at Amazon” should always be used

vs. “Shop on Amazon”

2.4 – Amazon Branded Button CTAs

2.5 – Amazon Capitalization & Punctuation

➊ ➋

Because the look and feel of buttons on Amazon.com is an integral aspect of the overall brand they are not allowed for use as advertisement CTA statements. The exception to this is the use of Amazon branded buttons in eCommerce ads like ‘Add to Cart’, ‘Add to Wish List’, ‘Shop now and ‘Clip coupon’.

Not Allowed Allowed

(Digital assets are available for download)

Not Allowed (Amazon Branded Button) Allowed (Advertiser Branded Button)

Why

➊ In order to prevent customer confusion between what is

the site and what is an advertisement, branded buttons are not allowed (Advertiser branded buttons or Amazon text links only)

➋ Non-speciﬁc or inaccurate CTAs are not allowed.

➊

➋

Not Allowed (Capitalization) Allowed (Capitalization)

Why

➊ Amazon should always be in title case (all capitals

➊

or lowercase not allowed).

➊

+ 4 hidden pages