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

Amazon Display Advertising Style Guide

AMAZON BRAND USAGE GUIDELINES

Call To Action & Messaging (Continued)

2.6 – Brand Phrases

2.7 – Special Offers & Discounts

The use of Amazon proprietary words, phrases, products, etc. that directly tie into Amazon functionality or features is allowed (e.g. “Gold Box Deal Of The Day”), but requires approval from Amazon. Outside of this context, use of Amazon branded terms or similar statements are not allowed unless expressly approved.

This includes but is not limited to:

• Gold Box

• Deal of the Day

• Super Saver Shipping

Not Allowed (Similar Phrases)

• 1-Click

• Seller Central

• Wish List (or Wishlist)

• Today’s Deals

• Subscribe & Save

• Kindle

Allowed (Similar Phrases)

• Amazon Mom

• Look Inside the Book

• Similar phrases (e.g. –

Why

“One Click Install”)

➊ The “Look Inside” statement could easily

be confused with Amazon.com “Click to Look Inside” book functionality

➊

Campaigns that promote discounts are restricted based on the following and require Amazon legal review:

• Free Offers & Sweepstakes: Advertising promoting sweepstakes may or may not be allowed, subject to Amazon’s prior written approval. Advertising “free” goods or services must indicate that terms and conditions apply.

• Special Offers: The landing page must prominently present the offer being advertised.

• Shipping Discounts: Display of shipping discounts requires approval from Amazon.

• Displaying Prices: Listing prices is strongly discouraged given potential mismatch between the price displayed in an ad unit and the prices displayed

on a product details and requires approval from Amazon.

2.8 – Restricted & Unacceptable Ad Content

Not Allowed (Sweepstakes) Allowed (Sweepstakes)

Why

➊ In the event that a Free Offer or

Sweepstakes is approved by Amazon, the messaging should not be deceptive and must clearly state if restrictions may apply (see section 2.5 details above)

➊

Requires Approval (Shipping Discounts)

• No deceptive, false or misleading content allowed

• No usage of Amazon proprietary words, phrases or products are allowed unless expressly approved by Amazon (see brand phrases in section 2.2 )

• The complete guidelines of restricted and unacceptable ad content can be found at: amazon.com/advertisingspecs

Allowed (Subscribe & Save)

Requires Approval (Displaying Prices)

Amazon Display Advertising Style Guide

AMAZON BRAND USAGE GUIDELINES

Logos & Imagery

3.1 – Amazon.com Logo Guidelines

Size The Amazon logo must be no smaller than 1” wide for print or 72 pixels on screen.

Clear Space Clear space is based upon the bold letter ‘o’ in the logo. Horizontal space required is the full width of the ‘o’ on either side.

Color

Use of the Amazon logo must be approved in all cases. In the event the logo is used in a co-branded campaign, usage must be in accordance to the standards set forth below. For details on the rest of the family of Amazon logos, see Additional Logo Usage on page 3. Please send requests for approval along with examples of usage to your account team.

1” / 72 pixels

Vertical space required is half the height of the ‘o’ above and below...

Amazon corporate colors are Black and Amazon Orange (see colors below). No screens of either color are allowed. If the logo moves to one-color, the smile will be black or white—never gray. The logo must appear in one of the following color combinations.

Hex #FF9900 RGB 255/153/0

Amazon Orange

Hex #000000 RGB 0/0/0

Black

Preferred two-color Preferred one-color

Reversed two-color Reversed one-color

If background colors other than black or white are used, the background must provide adequate contrast for the logo.

On dark background On light background

Not Allowed Do not alter the logo artwork in proportion or color. Below are some examples of logo presentations which are not allowed.

Do not use unapproved colors Do not use the logo as part

Do not layer other content on top or below

Do not outline the logo Do not modify or recreate

Do not use the logo without the smile

the provided artwork

Do not place the logo on a patterned background

of a sentence

Do not place a drop shadow behind the logo

Use of arrow as standalone graphic must be approved by the Amazon brand team

Amazon Display Advertising Style Guide

AMAZON BRAND USAGE GUIDELINES

Logos & Imagery (Continued)

3.2 – Additional Logo Guidelines

3.3 – Icons & Site Elements

3.4 – Product Imagery

The Amazon family of logos are only allowed in ads when expressly requested by Amazon. For approvals, send requests along with examples of usage to your account representative.

This includes but is not limited to:

The Amazon family of icons and site elements should not be used in advertisements unless expressly approved by Amazon. (logo examples shown in sections 3.1-3.5)

This includes but is not limited to:

Shopping Cart Amazon Student Amazon MomGold Box Click to Look Inside (books) Customer Star RatingsAmazon Subscribe & Save

• All imagery used must be owned by the advertiser or cleared for use in the ad unit prior to campaign launch. Any Amazon.com product imagery including Amazon products such as the Kindle must be approved by Amazon and non-Amazon vendor products not owned by the advertiser must also be cleared by the company who holds the rights.

• Product imagery provided should not be downloaded from Google or any other search engine site

• Product imagery shown in advertisements must be an exact representation of that being offered for sale, promotions, etc.

• All advertisement imagery is subject to approval by Amazon (additional imagery guidelines can be found at: amazon.com/advertisingspecs)

Colors

4.1 – Amazon.com Brand Colors

Not Allowed (Collapsed Marquee)

Allowed

Technical Specs & More

5.1 – Find Out More Additional guidelines regarding technical specs, eligible ad units, advertiser types and more can be found at: amazon.com/advertisingspecs

Amazon brand colors should be expressly approved by Amazon. In the event that the advertisement campaign branding has similar colors, there should be clear visual separation to make it stand apart from the Amazon.com page (deﬁned border, faded edges, etc.)

Hex #FF9900 RGB 255/153/0

Amazon Orange

Hex #146EB4 RGB 20/110/180

Amazon Blue

➊

Why

➊ Any graphical treatment

using the brand colors for the express purpose of emulating the Amazon brand is not allowed. The blue and orange CTA buttons shown in “Not Allowed” could easily be confused with site functionality.

Amazon Display Advertising Style Guide

AMAZON BRAND USAGE GUIDELINES

Co-Branding

6.1 – Branding on and off Amazon

Advertisements should be branded appropriately, when used on and off Amazon.com. For placements on site, usage of the Amazon logo is strongly discouraged. Ad placements intended for the Amazon Advertising Platform (AAP) should feature the Amazon logo or the apropriatetext link CTA, as noted in section 2.

On Amazon:

Not Allowed (Amazon logo)

Allowed (Amazon logo removed)

Why

➊ The Amazon logo is strongly discouraged

when advertising placement is on the

➊

Off Amazon:

Not Allowed (CTA/logo placement)

Allowed (CTA/logo placement)

Amazon site.

Why

➊ Verbiage under the Shop Now button

is incorrect. “at Amazon.com” should always be used vs. “on Amazon.com.” Additionally, this format is not allowed. All offsite

➊

➋

advertisements should clearly display the Amazon logo or the appropriate text link CTA. See section 2 for more details.

➋ “Shop now at Amazon.com” is not

contained within the CTA button.

Allowed (CTA/logo placement)Allowed (CTA/logo placement)

Amazon Display Advertising User Manual

Specifications and Main Features

Frequently Asked Questions

User Manual