Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 1

Overview

1.1 – Placements

Kindle with Special Offers is a unique advertising platform for advertisers. Ad packages include the following placements: Screen Saver — Full screen advertisement that appears when the device is in ‘sleep’ mode. Home Screen Banner — Persistent banner at the bottom of the Kindle Home Screen. View Special Offers — Item within a list of all active special offers and advertisements on the device.

1.1 – Placements 1.2 – Locations 1.3 – Branding, Colors & Typography 1.4 – Creative Standards

Ad Details — Cached landing page containing offer details or the ability to buy products from the device. Customer Email (select campaigns only) — Follow-up email with any or all of the following elements: additional information, instructions, links to a URL.

Overview

1



2



3.1 – Asset Specifications 3.2 – Creative Requirements 3.3 – Calls to Action 3

View Special Offers

Home Screen Banner 3.1 – Asset Specifications 3.2 – Creative Requirements 3.3 – Call to Action

4



View Special Offers 4.1 – Creative Requirements

5



Ad Details Page 5.1 – Creative Requirements 5.2 – Templates

6



Customer Email 6.1 – Description 6.2 – Required Elements

7



Screen Saver

Ratings & Reviews 7.1 – Allowable Placements 7.2 – Product Restrictions 7.3 – Creative Requirements 7.4 – Approved & Not Approved

Screen Saver

Ad Details

Home Screen Banner

1.2 – Locations

U.S. only

1.3 – Branding, Colors & Typography

• All design elements should match the branding guidelines of the advertiser and not use any Amazon.com branding elements, buttons, etc., unless expressly approved by Amazon.com. • All placements on Kindle are 16-color grayscale. • The advertiser’s logo or name must be included in creative execution. • For requirements regarding the use of Amazon.com’s average customer star ratings, refer to section 7.3.

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6.15.14

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 1.4 – Creative Standards

Kindle users expect compelling, pixel-perfect ads worthy of their device’s high-quality screen. By aligning your creative with these expectations, your marketing campaigns have the power to deliver meaningful experiences. The following characteristics are guidelines for creating ads that connect with Kindle customers.

Balanced • • • •

Design elements, product imagery, and text are well proportioned. Visual weight is equally dispersed. Messaging hierarchy is clear. Elements are laid out in order of importance (i.e. headline first, subhead second, body text third). Overall composition feels integrated. Focal points should dominate without sacrificing unity. Elements are justified and/or aligned on the same x- and y-axes. Use of symmetry or asymmetry appears deliberate and purposeful. Not Approved

Approved

Why

➊ ➋

Elements are not equally dispersed. Elements are not precisely aligned on the same x- and y-axes.

1

2

Simple • • • • • •

Ad copy does not contain unnecessary information or instructions. All text is legible. US and EU campaigns only: Headlines do not exceed 12 words, with supporting copy not exceeding 20. Japan and China campaigns only: Headlines do not exceed 20 characters, with the headline and subcopy combined not exceeding 40 characters total. Text is set in a maximum of three typefaces, including the call-to-action button. Message bursts and cliché graphic devices are avoided. Filters, drop shadows, and other Photoshop effects are used sparingly and subtly. Not Approved

Approved

Why

➊ ➋

2

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1

© 2014, Amazon.com, Inc. All Rights Reserved.

6.15.14

Supporting copy exceeds 20 words. More than three typefaces are used.

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 1.4 – Creative Standards (cont’d.)

Respectful • • • • • •

The tone of the ad is not “shouty.” Elements that appear overbearing or pushy (such as all-caps copy and exclamation points) are avoided. Fine print and legal symbols do not appear on the Wake Screen. Ad creative does not contain content that is violent, threatening, suggestive, provocative, or inappropriate for a general audience. (Refer to section 1.5.) Messaging and calls to action are clear and never misleading. Marketing claims are substantiated and in the best interest of the customer. Questionable tones of voice (including sarcasm, stereotyping, and competitive slander) are not used.

Approved

Not Approved

1

Why

➊

Marketing claim cannot be substantiated.

➋

Exclamation point gives the message a shouty tone.

2

Smart • • • •

Ad copy educates the customer about the main points of the featured product or service. Grammar and punctuation are used correctly. Images, logos, and text are not pixelated or fuzzy. Retouching is photorealistic, avoiding defects in gradients, shadows, and perspective. Not Approved

Approved

Why

➊ ➋ 1

2

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Headline and CTA button are fuzzy. Masking is poorly executed.

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 2

Screen Saver

2.1 – Asset Specifications

Screen Saver assets must be created according to these specifications: Device

Asset

Dimensions

Format

Min. Font Size

Min. Button Height

Kindle (Gen4)

Background

600x800px

GIF

17px

n/a

Kindle Keyboard

Background

600x800px

GIF

17px

n/a

Kindle Touch

Background

600x800px

PNG-8

17px

n/a

Background

600x800px

PNG-8

17px

n/a

CTA button layer

600x800px

PNG-8

17px

40px

Kindle (Gen7)

Kindle Paperwhite

Kindle Voyage

Background

758x1024px

PNG-8

22px

n/a

CTA button layer

758x1024px

PNG-8

22px

50px

Background

1072x1448px

PNG-8

30px

n/af

CTA button layer

1072x1448px

PNG-8

30px

70px

2.2 – Creative Requirements

Screen Saver creative must conform to the following requirements: • Content must be appropriate for audiences of all ages. • All background images must include a full bleed to edges. No white borders or edges. • Images should be optimized for sufficient contrast on the Kindle screen. • Artwork should not interfere with the legibility of call-to-action (CTA) text. • Text must be large enough to be legible on all devices (refer to minimum font sizes listed above) • No legal symbols (including ©, ® and ™ marks), fine print, or extraneous text allowed. • All Kindle Screen Savers must conform to Amazon’s Creative Acceptance guidelines found at www.amazon.com/advertisingspecs.

2.3 – Calls to Action

Kindle (Gen4) and Kindle Keyboard use a standard call-to-action lockup, which includes a 5-way button icon. • Color must be black or white. Gray is not allowed. • Lockup can be horizontal or vertically stacked, but the lockup structure—including font style, font size, and button icon—cannot be altered. Kindle Touch screen savers do not require a call to action. Kindle (Gen7), Kindle Paperwhite and Kindle Voyage Screen Savers contain a call-to-action button, which is only visible when the device is powered on. • The CTA button must be provided as a separate asset, and not be included as part of the background asset. • The CTA button text for Buy From Device campaigns must be “Shop now from your Kindle” • The standard “Swipe to unlock Kindle” text (which is added dynamically on device) may be black or white. • Text, logos, buttons, and key imagery may not be placed behind the “Swipe to unlock Kindle” text at the bottom of the screen.

Kindle (Gen4) and Kindle Keyboard

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Kindle Touch

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Kindle (Gen7), Kindle Paperwhite, Kindle Voyage

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 3

Home Screen Banner

3.1 – Asset Specifications

Home Screen Banner assets must be created according to these specifications: Device

Dimensions

Format

CTA Font Size

Kindle (Gen4)

600x90px

GIF

14-17px

Kindle Keyboard

600x90px

GIF

14-17px

Kindle Touch

600x90xpx

GIF

14-17px

Kindle (Gen7)

600x90xpx

GIF

14-17px

Kindle Paperwhite

758x116px

GIF

16-20px

Kindle Voyage

1072x164px

GIF

20-28px

3.2 – Creative Requirements

Home Screen Banners must conform to the following requirements: • No black or dark backgrounds; background should be sufficiently light for black text to be used. • Banners with white backgrounds should have a dark 1px stroke added to outer edge. • Any background images should be optimized for sufficient contrast on the Kindle screen.

3.3 – Call to Action

All Home Screen Banners must include a call to action: • Call-to-action text must be clear and specific, and should reflect the content of the corresponding Ad Details page. • Call to action is limited to 20 characters. Must be formatted in sentence case. All caps, all lowercase, title case, and mixed case are not allowed. • Beginning the call to action with a verb (i.e. shop, learn, get) is recommended, but not required. • Font can match advertiser’s branding style guidelines. Copy should be legible and easy to read. • Kindle (Gen4) and Kindle Keyboard CTAs must be underlined and followed by an en dash (–) and the text “ turns on wireless”

Kindle (Gen4) and Kindle Keyboard Home Screen Banner with required “- turns on wireless” text

Home Screen Banner for Kindle Touch, Kindle (Gen7), Kindle Paperwhite, Kindle Voyage

4

View Special Offers

4.1 – Creative Requirements

View Special Offers placements consist of a headline, subhead, and image: • Font size and formatting (bold, underline, italics, etc.) cannot be adjusted. • Offer headline copy should be formatted in title case. • Message should be clear and specific, and reflect the content of the corresponding Ad Details page.

➊

➋ ➌

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6.15.14

➊

Logo or Image 180x180px GIF (Voyage) 128x128px GIF (Paperwhite) 100x100px GIF (Gen4, Gen7, Touch, Keyboard)

➋

Headline 64 characters, two lines (including spaces)

➌

Subhead 80 characters, two lines (including spaces)

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 5

Ad Details Page

5.1 – Creative Requirements

The Ad Details page is the landing page for ads on Kindle E-Reader devices. It’s where customers can read more about a product, buy a product, or request additional information via email. • Imagery should be consistent with other placements. • All text is Kindle standard font and cannot be customized. • If applicable, offers must include valid dates formatted as “Month DD, YYYY” (for example, “Claim this offer by December 31, 2014”). • Offer headline copy should be formatted in title case. • No additional links can be added other than the required Call to Action. • All assets must be provided in GIF format.

5.2 – Templates

Four different templates are available. Required elements and specifications are listed below. • All character count restrictions are approximate. Depending on the text, campaigns may be restricted to fewer characters. • Character counts include spaces and blank lines. A blank line is equal to approximately 64 characters.

1) Large Hero Image

2) One Small Image

Image 570x320px (Gen4, Gen7, Touch,

Image 140x110px (Gen4, Gen7, Touch,

720x410px (Paperwhite) 1000x575px (Voyage)

175x140px (Paperwhite) 250x200px (Voyage)

Headline 119 characters max 2 lines max

Headline 63 characters max 2 lines max

Body Copy 420 characters max

Subhead 74 characters max 2 lines max

Keyboard)

Keyboard)

Body Copy 1230 characters max

3) Two Small Images

4) Buy From Device

Images 200x150px and 200x150px (Gen4,

Image 165x228px (all devices)

250x200px and 285x200px

Product Title 28 characters per line 2 lines max

Gen7, Touch, Keyboard)

(Paperwhite)

350x280px and 400x280px (Voyage)

Headline 33 characters max 1 line max Subhead 70 characters max 2 lines max Body Copy 800 characters max

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Advertiser Name 28 characters max Variation Title 12 characters max 3 variations max Product Description 1400 characters max

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 6

Customer Email

6.1 – Description

Some Kindle with Special Offers ad campaigns include an email to customers. The email is a template and cannot be customized. All Kindle emails are designed and sent from Amazon.com. Email copy must be different from the Ad Details page.

6.2 – Required Elements

All emails includes the following elements: 1 5 2

3

1

3

4

Headline – 75 characters max (including spaces) Body Copy – 500 characters max (including spaces) – Copy must be different from the Ad Details page Main Image – 158px width, variable height Advertiser Logo – 158px max width, variable height

Standard email template also includes:

6

5

2 6

4

Advertiser Subject Line – Should be formatted: [AdvertiserName] information you requested from your Kindle Call to Action – 20 characters max (including spaces) – Must start with a verb

Offer templates also includes: 7

8

Standard Email Template

9

10

Offer Subject Line – Format “Kindle Special Offer: Claim your offer from [AdvertiserName] by MM/DD/YYYY Offer Instructions – Should contain simple instructions for the customer on how they claim the offer, including a link to the full details of the offer and/or a link to shop for qualifying products. Offer Valid Dates – Format “Claim this offer by Month DD, YYYY” Terms and Conditions – Link is required.

7

7

8

8

9

9

10

10

Offer Email Template (with Promo Code) Offers on Amazon.com only

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Offer Email Template (without Promo Code)

Amazon Advertising Style Guide

KINDLE WITH SPECIAL OFFERS 7

Customer Ratings

7.1 – Allowable Placements

Average customer star ratings from Amazon.com may be used within ad creative on Screen Savers only. All use is subject to approval by Amazon.com.

7.2 – Product Restrictions

• Ratings may only be used in ads that advertise a single product. • Products must have at least a 3.5 average star rating and a minimum of 15 customer reviews. • The rating shown must be for the specific product advertised. For example, if the ad is promoting the newest edition of a book, the rating cannot be from an earlier edition of the same book.

7.3 – Creative Requirements

Ratings must use a standard lockup, containing these elements: • The phrase “Average Amazon.com Customer Review” • The average customer star rating • The total number of customer reviews in parenthesis • The date on which the average customer rating was calculated Visual formatting must be as follows: • Stars must always be standard Kindle E-Reader stars. • Stars and text must be black or white. Both elements must be the same color. • The following size, spacing, and font face specifications may not be adjusted: Helvetica Neue LT Std - 67 Medium Condensed Helvetica Neue LT Std - 57 Condensed

7.4 – Approved & Not Approved

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Device

Star Height

Star Spacing

Font Size

Kindle (Gen4), Kindle (Gen7) , Kindle Touch, Kindle Keyboard

19px

2px

20px

Kindle Paperwhite

24px

4px

26px

Kindle Voyage

33px

6px

36px

Not Approved

Approved

Why Font face may not be adjusted. Lockup must include the date on which the average customer was calculated.

© 2014, Amazon.com, Inc. All Rights Reserved.

6.15.14