Add-on Subscriptions

Creative Requirements Guide

Contents

Section 1: Introduction Section 2: Deliverables Section 3: Visual Examples

Overview + Checklist 3 Section 2A: Copy 4 Merchandising 12

Section 2B: Logo 6

Section 2C: Branding Images 8

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Section 1: Overview + Checklist

Deliverables: Complete Checklist

You must provide to Amazon all deliverables included in this checklist in
order to initiate the merchandising and marketing design process. Each
item listed on this page has corresponding guidelines, specifications, and
policy information defined throughout the rest of this document.

Copy Section 2A, p. 4-5 Logo Section 2B, p. 6-7 Branding Images Section 2C, p. 8-10

1. Subscription name 1. Full-color logo in vector format 1. 3000x600 key art in .psd format

2. Subscription description 2. Black-only logo in vector format 2. 1920x1080 key art in .psd format

3. White-only logo in vector format

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Section 2A: Copy
Copy
What Amazon needs from you:
1. Subscription name
2. Subscription description
Guidelines
Overall
The copy you provide must be EXACTLY as it shows on site for
customers, (case-sensitive). Any copy changes made after initial
implementation will delay production of your content.
1. Subscription name
28 characters max, including spacing and punctuation. Please consider
that the subscription name will appear exactly as you provide it, including
case sensitivity. Sentence-case is recommended.
2. Subscription description
57 characters max, including spacing and punctuation. Amazon will add
“Get [Subscription name]—” to the beginning of your description.
The description must begin with a noun or adjective + noun, e.g. “Get
Prime Video—popular movies, hit TV shows, and award-winning original
series”
NOT “Get Prime Video—explore movies, TV shows, and award-winning
original series”
Policy
• No unsubstantiated claims
• No profanity
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Section 2A: Copy

Examples
1. Subscription name
Prime
2. Subscription description
“original series, comedy, drama, and more” 40 characters

Visual Example

Amazon will add “Get [Subscription Name]—” to the beginning of your description.
“Get Prime—original series, comedy, drama, and more”

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Section 2B: Logo
Logo
What Amazon needs from you:
1. Full-color logo in vector format
2. Black-only logo in vector format
3. White-only logo in vector format
Guidelines
Overall
• The two vector logo files you provide must be in one of the following
file formats: .ai, .eps, or .svg. The .jpg file format is not acceptable.
• A horizontal version of your logo is required (horizontal vs. stacked).
• The logos you provide will represent your service across all
merchandising placements on Amazon. Please provide a logo that
represents your genre/service as a whole.
• Please be sure the background behind the logo is transparent.
• Please outline all fonts in the logo files.
Outlined fonts means that you need to make sure that any type in
your logo is converted to a shape (rather than font-based text) prior
to sending the file to Amazon. The way to do this in Illustrator is
to direct select the text-based part of your logo and choose
Type > Create Outlines in the top menu.
1. Full-color logo in vector format
This logo graphic can feature any color.
2. Black-only logo in vector format
This logo graphic must be black only. Do not include any other colors
as part of the graphic.
3. White-only logo in vector format
This logo graphic must be white only. Do not include any other colors
as part of the graphic.
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Section 2B: Logo

Examples
What naming conventions should these files have?
1. Full-color logo in vector format Please use the following naming conventions when providing your
three vector files.

1. Full-color logo in vector format

[insert your subscription name]_full-color-logo.ai
For example, if your subscription name is “Prime,” your file would be
2. Black-only logo in vector format named: prime_full-color-logo.ai

2. Black-only logo in vector format

[insert your subscription name]_black-logo.ai
For example, if your subscription name is “Prime,” your file would be
3. White-only logo in vector format (as shown on a gray background) named: prime_black-logo.ai

3. White-only logo in vector format

[insert your subscription name]_white-logo.ai
For example, if your subscription name is “Prime,” your file would be
named: prime_white-logo.ai

Examples (in context on the Amazon Video Storefront)

1. Black-only logo in vector format

2. Full-color logo in vector format

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Section 2C
Branding Images
What Amazon needs from you:
1. 3000x600 key art in .psd format
2. 1920x1080 key art in .psd format
Guidelines
Overall
• You must provide title art that will
be available on your subscription
for at least six months. Select your
most high profile, most viewed, or
best brand titles.
• The titles you provide must not be
available on Prime.
• Choose title art that best
represents your genre/brand
overall, as this art will be used on
all merchandising placements.
• Include imagery with key talent as
the primary focus.
• Dark, bright, and light colors are
all welcome. On occasion, the
design will call for a fade to white
or black background.
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Specifics
1. 3000x600 key art in .psd format
2. 1920x1080 key art in .psd format
• The file formats must be layered
.psd files, with at least 72 dpi
resolution.
• In order to maintain artwork’s
integrity, we require files with
at least three layers: one layer
for background color/ textures,
one for main graphic elements,
and one for the title treatment.
Although a three-layer file is the
minimum format, more layers are
always welcome.
• The two .psd files you provide
should match in subject (don’t
provide one version of key art
for the 3000x600 and a different
version for the 1920x1080).
Section 2C: Branding Images

Policy

Weapons:
We avoid using violence in Amazon promotions. The
appearance of guns and other weapons is not acceptable.
If an alternate image isn’t available, please use discretion.
Additionally, avoid key art in which a weapon is pointing at
the viewer or other figures within the image.

Violence:
If non-gruesome imagery is limited, please choose assets
with as little gore as possible.

Sex & Drugs:

Avoid images that depict drug usage, alcohol, nudity, or are
sexually explicit.

Artwork will be rejected if policy is not met.

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Section 2C: Branding Images

Examples What naming conventions should these files have?

1. 3000x600 key art in .psd format (not shown to scale) Please use the following naming conventions when providing
your .psd files.

1. 3000x600 key art in .psd format

[insert your subscription name]_[insert title name+season]_3000x600.
psd
For example, if your subscription name is “Prime,” and the show is season 2 of
“Bosch,” your file would be named: prime_boschS2_3000x600.psd

Note: when preparing your key
art files, please avoid placing
key characters or imagery in the
red areas.
Please refer to Amazon
provided psd templates for
these unsafe areas.
2. 1920x1080 key art in .psd format (not shown to scale)
approx. 1330px wide
2. 1920x1080 key art in .psd format
approx. [insert your subscription name]_[insert title name]_1920x1080.psd
580px
wide For example, if your subscription name is “Prime,” and the show is season 2 of
“Bosch,” your file would be named: prime_boschS2_1920x1080.psd
3. Title logo in vector format
[insert your subscription name]_[insert title name]_title.ai (or .eps,
.svg)
For example, if your subscription name is “Prime,” and the show is season 2 of
“Bosch,” your file would be named: prime_boschS2_title.ai

Note: when
preparing your
key art files,
please avoid
placing key approx.
characters or 910px
imagery in the wide
red area.

Please refer
to Amazon
provided psd
templates for
these unsafe
areas.

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Section 3

Merchandising
Visual Examples This section offers in-context examples of a variety of the most visible
placements the Amazon Video Design Team will build using the copy,
logo, and key art you provide.

The following pages detail the specs that the design team must follow,
including dimensions and “unsafe areas” to account for when creating
layouts.

Merchandising assets will only feature background key art from one of the
titles provided during the onboarding process. Note: The offer type “Add-
on subscription” will be included on all merchandising graphics.

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Section 3: Merchandising Visual Examples

Web Banner Hero

Displays at the top of the
Amazon Video Storefront

Specs

• There is an “unsafe area” on the

outer edges of this placement
and where UI navigation dots
overlay. Critical imagery and
text will not be placed within the
areas highlighted in red.
• Legal marks are discouraged,
but acceptable for use in this
placement.
• The CTA text will match the
color of your logo.

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Section 3: Merchandising Visual Examples

Mobile Web Hero 640x300

Displays at the top of the mobile
Amazon Video Storefront

Specs

• Legal marks are discouraged,

but acceptable for use in this
placement.
• The CTA text will match the
color of your logo.

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Section 3: Merchandising Visual Examples

Web Featured Offer Tile

Displays in a carousel rotation on
the Amazon Video Storefront

Specs

• There is a UI overlay on the

left side of this placement.
Critical imagery and text will
not be placed within the area
highlighted in red.
• Legal marks are discouraged,
but acceptable for use in this
placement.
• The CTA text will match the
color of your logo.

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Section 3: Merchandising Visual Examples

TV Devices
Featured Offer Tile
Displays in the Amazon Video
app on smart TVs, within the
add-on subscriptions carousel

Specs

• Legal marks are discouraged,

but acceptable for use in this
placement.
• The CTA text will match the
color of your logo.

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Section 3: Merchandising Visual Examples

Roku Featured Offer and

Your Subscriptions Tile
Displays on the Roku device,
within the Amazon Video app on
the add-on subscriptions page

Specs

• This placement features your full-

color subscription logo only.
• The background is the same for
all vendors (dark gray to black
gradient).
• Legal marks are discouraged,
but acceptable for use in this
placement.

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Section 3: Merchandising Visual Examples

Fire TV Featured Offer Tile

Displays on the Fire TV home
page in the featured subscriptions
carousel

Specs

• This placement features your

full-color subscription logo and
key art as the background.
• Legal marks are discouraged,
but acceptable for use in this
placement.

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