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Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
1
Overview
1.1 – Description
Consumers have access to millions of customer product ratings and reviews online – generally finding these to be invaluable towards making great purchase
decisions. Get direct access to Amazon’s comprehensive industry-leading customer ratings and reviews, and boost your marketing campaigns with the
leverage you need to generate powerful results.
This style guide provides high-level creative guidelines for using Amazon’s customer reviews in display advertising campaigns. Amazon offers its creative
services to advertisers for advertising units using customer reviews. Please contact your account team with questions or for more information.
1
Overview
1.1 – Description
1.2 – Product Restrictions
1.3 – Locations
1.4 – Placements: On Amazon.com
1.5 – Placements: Off Amazon.com
1.6 – Related Documents
2
Creative Elements
2.1 – Branding, Colors & Typography
2.2 – Required Amazon Elements
2.3 – Required Advertiser Assets
Average
Customer
Review
3
Customer
Review &
Star Rating
Approved & Not Approved
3.1-3.2 – Approved & Not Approved Examples
4
Acceptable Variations
4.1 – Average Customer Review Rating Only
4.2 – Vine Review
4.3 – Regional Differences
5
Various Layouts & Technical Specs
5.1 – Onsite Sample Ad Units
5.2 – Sample Ad Units (mobile)
5.3 – Mobile Guidelines
5.4 – Offsite Sample Ad Units
5.5 – File Size
5.6 – File Format
1.2 – Product
Restrictions
• Customer reviews can be included in ads for products that have an average star rating of at least 3.5 and a minimum of 15 customer reviews.
• The review(s) in the ad must be for the specific product advertised. For example, if the ad is promoting a 25 inch TV, the customer review(s) cannot be from
a 52 inch TV, even if it is from the same series.
• The review(s) in the ad cannot refer to brands other than those being advertised. For example, the customer review cannot compare the advertised product
to a competing product.
• Customer reviews from the Amazon Vine™ Program (What’s this?): If an ad features an Amazon Vine review, the ad must include the Vine review icon (See 4.2.
Acceptable Variations).
1.3 – Locations
US, UK, DE, FR, IT, ES, JP
1.4 – Placements:
On Amazon.com
Available with dynamic average star rating in the following 300x250, 160x600 and 300x600 IAB standard display ad placements: Gateway Above the Fold,
Gateway Below the Fold, Detail Page, Customer Reviews, Search Skyscraper, Thank You Page. Available with static star rating in 900x45 display ad placement
on the Daily Deals Network and Offer Listings Page. Available with static star rating in Amazon Mobile Shopping placements, except on product detail pages.
1.5 – Placements:
Off Amazon.com
Available with dynamic average star rating in all Amazon Advertising Platform (AAP) 300x250, 728x90 and 160x600 display ad placements and on IMDb for
300x250 and 160x600 display ad placements. Available with static star rating on Amazon Mobile Ad Network placements.
1.6 – Related
Documents
General Advertising Policies: Overview and general guidelines for advertising on Amazon.com: amazon.com/advertisingspecs,
Amazon Style Guide & Branding Guidelines
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© 2014 Amazon.com, Inc. All Rights Reserved.
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Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
2
Creative Elements
2.1 – Branding,
• Advertiser’s logo or brand name must be included in creative execution
Colors & Typography • The creative must contain a clear/strong call to action
• No changes can be made to the review, including the correcting of spelling or grammatical errors.
• Avoid including reviews with gross misspellings or significant grammatical errors.
• The customer review may be trimmed from the beginning or end using an ellipses (“…”)
• If the review needs to be spliced, it can have a total of 2 sections with one ellipses (“…”) to indicate omitted text.
• The review headline plus excerpt must be no more than 4 lines total for 300x250 ad size and no more than 8 lines total for 160x600 size.
2.2 – Required
Amazon Elements
All customer reviews placements contain the following Amazon-branded elements:
• The average customer reviews star rating using Amazon gold stars
• The total number of customer reviews in parentheses
The ad can also include all, or part, of a customer written review and title.
2.3 – Required
Advertiser Assets
• Pre-existing standard ad units for reference, layered PSD files, logos, backgrounds, key art, fonts, advertising copy & brand guidelines
• Single URL for advertisement click-through link
• All advertisements, and contents therein, are subject to approval by Amazon.com
3
Approved & Not Approved
Not Approved
3.1 – Approved
Why
➊ Advertiser’s logo or brand name
must be included in creative
execution
➊
➋ The creative must contain a
clear/strong call to action
➋
➌Customer reviews can be included
➌
➍If the review needs to be spliced,
in ads for products that have an
average rating of least 3.5 and a
minimum of 15 customer reviews.
it can have a total of 2 sections
with one ellipses (“…”) to
indicate omitted text.
➍
3.2 – Approved
Not Approved
Why
➊ The product image shown in the
ad must correspond to the review
below
➊
➋ The review(s) in the ad cannot
➋
➌The review headline plus excerpt
➌
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© 2014 Amazon.com, Inc. All Rights Reserved.
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refer to brands other than those
being advertised. For example, the
customer review cannot compare
the advertised product to a
competing product.
must be no more than 4 lines total for 300x250 ad size and no more than 8 lines total for 160x600 size.
Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
4
Acceptable Variations
4.2 – Vine Review
4.1 – Average Customer Review Rating Only
4.3 – Regional differences
The text “Average Amazon.com customer review” will be translated based on the locale where the ad will run.
Customer Review ads in JP include the date and name of the
reviewer as part of the review headline.
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© 2014 Amazon.com, Inc. All Rights Reserved.
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Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
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Various Layouts & Technical Specs
5.1 – Onsite Sample Ad Units
Half Page
(300w x 600h pixels)
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Search Skyscraper
(160w x 600h pixels)
© 2014 Amazon.com, Inc. All Rights Reserved.
October 31, 2014 4:06 PM
Medium Rectangle
(300w x 250h pixels)
Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
5
Various Layouts & Technical Specs
5.1 – Onsite Sample Ad Units (continued)
Static Gold Box (900w x 45h pixels)
900x45 customer review ads are not dynamic and require the date when the number of total average
reviews was taken (Arial Regular, 11pt, HEX #88888)
Spotlight Ad Modal (940w x 600h pixels)
Flash Marquee Pushdown (980w x 250h pixels)
Amazon branded
star rating
Read All Reviews link:
Arial, 11pt, #0066c0
Arial Regular, 11pt,
HEX #888888
Arial Bold, 11pt,
HEX #333
Rule Line:
1px solid #ddd
Quote marks:
Georgia, 22pt, #333
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© 2014 Amazon.com, Inc. All Rights Reserved.
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Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
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Various Layouts & Technical Specs
5.2 – Sample Ad Units (mobile)
Mobile Site Home Page (640w x 100h pixels)
Tablet Shopping App Home Page (600w x 500h pixels)
iPhone Shopping App Home Page (300w x 160h pixels)
600x90 - Amazon Mobile Ad Network (1200w x 180h pixels)
5.3 – Mobile
Guidelines
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• The customer review section of mobile ads must have a white background and at least 5px of padding (when viewed at 1x display resolution). For mobile
placements that already require padding, like the mobile shopping app home page placements, no extra padding is required.
• Mobile Customer Review ads must use Amazon gold stars and the number of ratings next to them must be set in Arial Regular, 11pt, #888.
• Do not show individual customer reviews in smartphone ad units. Quotes are permitted in tablet units if space permits, but they must meet the minimum
font sizes in the mobile style guide.
• When space permits, include the string “Average Amazon.com customer review” above the average star rating.
• Because these ads do not dynamically refresh the average star rating or number of reviews, they must include the date on which the reviews were collected.
• Mobile ads do not support multiple tap targets; the entire customer review ad will link to a product detail page.
• Customer review ads cannot be displayed on mobile or tablet product detail page placements.
© 2014 Amazon.com, Inc. All Rights Reserved.
October 31, 2014 4:06 PM
Amazon Display Advertising Style Guide
CUSTOMER REVIEWS USAGE GUIDELINES
5
Various Layouts & Technical Specs (continued)
5.4 – Offsite Sample Ad Units
(160w x 600h pixels)
Offsite Static Rectangle
(300w x 250h pixels)
Leave space for AdChoices icon
Must include Amazon logo.
The logo is dynamically
added in the template.
Offsite Leader Board (728w x 90h pixels)
5.5 – File Size
File size requirements vary depending on ad size. For 300x250, 160x600, and 728x90 the ad background must be under 30k. For 300x600 and 900x45, the ad
background must be under 40k. For individual product requirements and guidelines, please refer to: amazon.com/advertisingspecs.
5.6– File Format
The ad background is a static image in JPG, GIF, or a PNG file.
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© 2014 Amazon.com, Inc. All Rights Reserved.
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