An Amazon Campaign Landing Page is a page on the Amazon website used by sellers to market or promote their Amazon products. In digital marketing, a landing page is used to drive traffic from external sources such as social media platforms to a product listing on Amazon.
Landing pages are not the same as home pages. Unlike the landing page, the homepage is not streamlined. It has a lot going on. The homepage has a lot of alluring clickables that may distract the visitors. The major reason for this is that the homepage is majorly designed to show off the brand.
The information displayed on the homepage includes the following: information about the company, product listings or catalog, press releases, terms of service, etc. In most cases, the site visitors who visit the homepage do not make any purchase. A landing page however has a primary objective. It is focused on conveying a specific action and steering the visitors towards the direction of the desired goal. In most cases, the landing page contains just a few links, this increases conversions.
Most promotional landing pages request the email address or any other relevant contact information of the site visitor. This enables the seller to follow up leads and also notify the visitor about new products or deals. In most cases, the seller will give the site visitors voucher codes in exchange for their email address. The voucher code can be used on the specified product in the Amazon store.
Aside from the regular promotion of products, Amazon landing pages can also be used for campaigns. If there is an ongoing campaign on a product, advertisers can use Campaign Landing Pages to draw awareness to the promotion and also display the terms and conditions of the promotion.
Amazon Campaign Landing Page Guidelines
Amazon has some laid down guidelines for the Campaign Landing Page that every advertiser must adhere to. These guidelines are laid down to ensure that the high standard for the content is not compromised.
Let’s take a look at some of these guidelines.
Amazon Campaign Landing Page Creative Guidelines
The creative guideline covers aspects of the campaign like the resolution of images, Amazon navigation, multi-platform support, etc.
1. High Resolution
All images used on the Campaign landing page must be high-resolution images. They must be at least 2X quality images on tablet devices and desktops and 3X quality images on phones.
The major aim of this requirement is to ensure that the images used by advertisers to market their product match the same level of quality of the graphics on the Amazon home page.
If the quality of the image used by advertisers is below standard or doesn’t match the Amazon homepage it rubs off in a bad way on Amazon.
2. Amazon Navigation
Amazon has a global navigation menu displayed on all Campaign Landing Pages. Advertisers are not allowed to alter or remove this navigation menu.
This is because the Amazon app views the navigation menu as native content and it gives the shopper easy access to frequently used features like cart and search. The navigation menu also preserves the logged-in status of the shopper.
3. Multi- Platform Support
Every Campaign Landing Page must be accessible to shoppers no matter where they encountered the ad. To make this possible, Campaign Landing Pages have built-in support for web browsers on tablets, phones, and desktops. Campaign Landing Pages are also accessible to shoppers using the Amazon shopping app on Android, Fire OS, and iOS.
3. Customer Value
Amazon expects every product-focused campaign to contain information about the benefit of the product to the customer. Alternatively, the campaign can also serve an educational purpose aside from the information existing on the product’s detail page.
This is important because Amazon considers the product detail pages to be a trusted source of information for shoppers.
Campaign Landing Page Components Guidelines
Amazon also has some laid-down guidelines for the components of the Campaign Landing Page.
A major component that every Campaign Landing Page must have is a hero image. A hero image is an oversized banner image at the top of the webpage which gives the shopper a glimpse of the product. Due to the accessibility of Amazon through multiple platforms, three versions of each hero image are required. The images for the various platforms have different safe zones based on the minimum width of the Amazon navigation for each platform.
Hero Image Guidelines
Every hero image must have valid alt text that can be used by screen readers.
As already stated, Amazon requires three versions of each hero image to support multiple platforms. Below are the guidelines for the hero image for each platform.
Specification for Desktop Image
All images for desktop platforms must be designed at 2X resolution and be 3000px wide.
Only JPG and PNG formats are allowed.
All important content and text must be contained in the center 1800px.
The maximum file size for desktop images is 500kb.
Specifications for Phone Images
Only JPG and PNG image formats are accepted. The image must be designed at 3X resolution and be 1242px wide.
Just like desktop images, all text and important content must be contained in the center but at 960px. Depending on the width of the device, the edges will be cropped off.
The maximum file size is 500kb
Specifications for Tablet Images
Tablet images must be in JPG and PNG format. They must be designed at 2X resolution and 2560px wide. The maximum file-size for tablet images is 500 kb.
Animated Hero Guidelines
Animated hero components are not supported on tablets or phones, they are only compatible with desktop browsers. Static hero images are used for tablets and phones, but a hero component on a desktop can use a video file to create an animated effect.
The recommended dimension for the video is 1500x300px. Mp4, .avi, .mpeg, .dv, .m4v, and .mov are the acceptable video formats. The file size of the video must not exceed 500mb. Animated videos cannot include sound. They are muted. They can also be set to play just once when the page first loads. They can also be set to loop.
The video can be set to match the full width of the browser window or you can use an optional background property to create “sleeves” behind the video to support the widescreen.
Aside from the background image, a hero image component can also contain linked images, video players, and buy boxes.
1. Buy Box
A hero image must contain a buy box. The buy box is a box on the right side of the product detail page where customers can add items to their cart without clicking through the product’s detail page. The buy box displays live product information such as the price, title, product’s photo, prime eligibility, and star rating.
The height of the buy box is often dependent on the selected product.
On mobile phones, the buy boxes are attached below the parent hero image and are not included in the height of the hero image. The background color of the hero image is reflected on the buy box. Amazon allows only one Buy Box per hero image. This notwithstanding, Buy Boxes can use a dropdown menu to feature up to five product variations (size, color, media, etc). The product information displayed will be dependent on the variation selected.
Buy Boxes can hide the product’s star rating, add to cart button or product photo. But the price of the product and the product’s title cannot be hidden.
The advertiser can also show vendor-powered coupon offers and subscribe and save offers on eligible products through the Buy Box.
A hero image can contain smaller links that open a lightbox experience that supports images, video, and Buy Boxes.
A lightbox popup is a window overlay that appears at the top of a webpage. When the lightbox appears the background is disabled and dimmed, this makes it impossible for the shopper to interact with other content on the page. In most cases, the lightbox can block some of the content on the page.
Only five lightboxes are permitted for each hero image. Each lightbox can contain one video, image, or product ASIN. lightboxes that feature an image can have an optional caption of up to three hundred characters. The acceptable image format for the button image for each lightbox is PNG and JPG. The image must be designed at 2X resolution and must be at least 132px in height. The maximum file size is 50kb.
If a lightbox contains a Buy Box, the Buy Box can only contain one product ASIN. If a tablet or phone is in landscape mode, the lightbox pagination dot may overlap the bottom of the videos and images. It is therefore important that relevant constants and text be kept away from the bottom. Alternatively, you can use text captions.
Customers can navigate through hero images with multiple lightboxes by swiping horizontally on phones or clicking the arrow on desktop screens. This will enable the shopper to see the contents of all the lightboxes.
3. Linked Image
Hero images on the Campaign Landing Page can contain other images that are linked to other pages. These pages can be off or on the Amazon website. The resolution of the linked image must match the resolution of the parent image. Aside from this, there are no other size restrictions on the linked image.
If a linked image is not linked to an Amazon page, it must be linked to an HTTPS-enabled website that works on tablet, mobile, and desktop browsers. Each platform’s hero image must have a separate linked image asset.
Videos displayed inside the hero images must be located within the center safe zone of the image. Unlike images, the same thumbnail assets and video are used across all three platforms.
Guidelines for Product List / Carousel
Groups of products from the same advertiser can be displayed on Amazon Campaign Landing pages. The product lists displayed on the landing pages are formatted as horizontal lists. This list can be navigated by the left and right arrows on desktop browsers. On tablet and phone devices, the list is touch-enabled.
Product lists on landing pages must contain a minimum of 3 individual products sold on Amazon and a maximum of 20 products. Important information about the product such as the star rating, the product image, prime eligibility, and the price of the product is displayed on the product listing. The information cannot be edited and it must match the information on the product’s detail page.
Adding a title to the products listed in the product list is optional as well as including the “add to cart” button. If the “add to cart” button is enabled, it will only be displayed for products that do not violate Amazon’s Minimum Advertised Price Policy and products that are in stock.
Product lists automatically show vendor-powered coupon offers under eligible products. And will only display the prices of items that are available or in stock.
Amazon Campaign Landing Pages can contain video players. These video players are centered on the page as distinct elements or embedded in header images. The acceptable video format for Campaign Landing Pages are: .mp4, .avi, .mpeg, .dv, .mov and .m4v.
A 1280x720px image is required to serve as the video’s thumbnail for the video player. The video must have audio. The video should not be longer than 3 minutes, must be at least 1280x720px, and must not be more than 500MB in size.
The videos on Landing Pages can be set to auto-play inline when the page is opened on desktop browsers, this is however without audio. And they can also be opened in a large modal window in the desktop view when the shopper clicks on the video’s thumbnail.
Campaign Landing Page videos cannot be set to modal playback and auto-play on mobile apps and browsers. Amazon video player is incompatible with the following tablet and mobile devices:
iOS devices older than 7.0
Amazon Shopping App on Fire Tablet devices older than Gen 8
Android devices older than Android version 4.3
Silk Browser on Fire Tablet devices older than Gen 7.
Guidelines For Tabs
Amazon Campaign Landing Pages have tabs that make switching between products easy for the customer. A tab is a navigation tool that enables the customer to view other products and content without exiting the page. A Landing Page can have one set of tabs. This is about five tabs per page. Depending on the preference of the advertiser, the landing page can use custom branded tabs or the standard Amazon UI pattern for tabs.
If the tab has a custom image, the image assets must fit inside the tab content. In most cases, the hero image is resized to fit the screen width of smaller devices. If you are using custom tabs, the image asset must be at least 132px tall for phones and be designed at 3X resolution.
For desktop and tablet platforms, the image assets must be designed at 2X resolution and 88px tall. No matter the type of tab being used, the tab must have a vertical position on the page. Tabs on landing pages can contain content below and above them.
Text Block Guidelines
The text block is a vital component of the Campaign Landing Page. It contains links, headers, special characters, and bold and italic text. The text block displays HTML text on Campaign Pages. It can be aligned to the center of the page or the right or left.
A text block displays the same text content across all three platforms ( desktop, phones, and tablet). The components of the text block are designed to automatically match the style of other Amazon UI text on the Landing Page.
The text block can be added as a child component of the gallery panel or a hero image. In tablet and desktop, the text block must match the width of the hero image’s safe zone. On phones, the text block should be stretched to fit the screen’s width.
Image Gallery Guidelines
Image galleries can be used to feature up to five images in the same area on the Amazon Campaign Landing page. Even though different images are featured, all the images must be the same size. The maximum file size for the images is 500kb.
The ideal size for gallery images is a width of at least 1800px, and a height of about 300px. For tablet and desktop platforms, gallery thumbnails are generated automatically. These thumbnails can be positioned in different areas of the gallery. They can be positioned on the top, at the bottom, on the right, or left of the gallery.
These thumbnails are hidden on phones. The customer will however be able to swipe right or left through the gallery panel. Gallery panels can include other components like lightboxes, buy boxes, and linked images. For tablet and desktop platforms, the components of the panel (lightbox, buy box, linked images) can be set up as a sub-component of the entire gallery. This means that the panel will not be dependent on a selected panel.
It is mandatory for all gallery panels on the Amazon Landing Page to have valid alt text that can be used by screen readers.
A spacer adds vertical space to the Campaign Landing Page. It cannot contain child components. The height of spacers varies based on the platform being used. The background can be a solid color or linear gradient.
Amazon has a variety of Landing Pages that advertisers can use to market their products. The choice of which type of Campaign Landing Page to use is dependent on how well the Landing Page type suits the product and the campaign objective.
Below are the types of Campaign Landing Pages available on Amazon:
Templated Landing Pages
There are various types of Templated Landing pages. These types of Templated Landing Pages are explained below.
1. Featured Product
This type of Campaign Landing Page has a format that enables advertisers to market a specific product. The Featured Product Template makes provision for an extensive showcasing of the product by highlighting the benefits of the product.
A Featured Product page consists of various key components. These components enable the advertiser to give a detailed description of the product. Below are the components of the featured product page:
Hero: Featured product pages must have a hero image. If an image is not being used, a hero video can be used. The hero component must provide vital information about the featured product.
Image Gallery: A Featured product landing page must have an image gallery that showcases about five relevant images.
Buy Box: The hero component on the landing page must contain one buy box.
Video: This component is optional for featured landing pages. Depending on the preferences of the advertiser, the hero component may contain a video.
Video player: Just like the video, a video player is also optional, if the hero component does not contain a video, there is no need for a video player.
Lightbox: The advertiser can include a lightbox component in the hero component. This is optional.
Linked Images: This is also optional. Advertisers can choose to use a linked image to redirect shoppers to a search page.
Product List: Including a product list or carousel in the featured product template is optional. Most advertisers however choose to display about three to twenty related products at the bottom of the landing page.
2. Product Range
This type of Campaign Landing Page enables advertisers to extensively showcase up to five products that are related to the same company, offer, or range. This Landing Page format aims to educate customers about each product.
The product range template has a set of tabs that makes navigation between sections of product information easy for the customer. A product range Campaign Landing Page includes the following components:
Hero: A hero image or a hero video must be used to introduce the range of products. The hero component is always visible and doesn’t change when different tabs are selected.
Tabs: Every product range Landing Page must have about two to five tabs. Each tab must feature a different product. Standard text tabs or custom tabs with clickable product images can be used.
Hero: Each tab must have a hero component that is focused on the product displayed on the tab. One video must be included in the hero and a text block can be used to provide additional information on the product.
Image Gallery: Having an image gallery on this type of Landing Page is optional. An image gallery can showcase up to five images.
Buy Box: The hero component on a product range Landing Page must contain one buy box. This will enable the customers to add products to their cart directly from the Landing Page.
Product List: Having a product list on the Landing Page is optional and it is dependent on the preference of the advertiser.
Video Player: Having a video player on the Landing Page is also optional.
3. Showcase Campaign Landing Page
This type of Campaign Landing Page allows advertisers to showcase and promote multiple products that are related to a particular topic. The showcase template can be used to create a branded Landing Page on Amazon. It can also be used to drive product sales to a group of products.
An Amazon showcase Landing Page consists of the following:
Hero: This component is compulsory. The hero must provide the necessary information about the brand.
Additional Hero: Having an additional hero component on your Showcase Landing Page is optional. The additional hero aims to provide vital information about the product category.
Linked Image: If the page contains an additional hero, a linked image can be inserted. This is however optional.
Video Player: Adding a video player to the additional hero is also optional.
Product List/ Carousel: Most Showcase Pages feature product lists at the bottom of the page. The Showcase template supports up to six carousels. The pages often end with two lists containing about 3 to 20 related products.
4. Showcase Multiple Categories Landing Page
This Campaign Landing Page format enables advertisers to promote multiple products related to a single topic. The products are grouped into categories and subcategories. A showcase multiple categories pages contains the following components:
Hero: The page must have a hero image or video that provides important information about the brand. The hero component doesn’t change when different tabs are selected. It is visible in all the tabs.
Tabs: Every Showcase Multiple Categories Landing Pages must have about two to five tabs. This makes dividing content into different sections easy for the advertiser.
Hero: This type of Landing Page must have an additional hero component. This additional component will provide the necessary information about the related product category.
Image Gallery: Having an image gallery component that showcases up to five images is optional.
Video Player: It is not mandatory to have a video player for the second hero component.
Product List: A Showcase Multiple Categories page always ends with two lists of about three to twenty related products. The page can have up to six carousels per tab and up to 120 products per page.
5. Lead Generation Landing Page
The Lead Generation Template enables advertisers to promote a single non-endemic offer. The aim of this is to drive leads to their website.
A Lead Generation Page has the following components:
Hero: A hero component providing the necessary information is mandatory.
Linked Image: The hero component must have a linked image that redirects the customer to a search page.
Video Player: Including one video in the hero component is optional.
Hero: The advertiser can decide to include an additional hero component. This is optional and it is often used to provide further information about the offer.
Text Block: Including a text block is optional. Advertisers can use text blocks to provide additional information about the offer.
6. Opening Night Landing Page
This Campaign Landing Page format enables advertisers to promote a new movie. The promotion is often aimed at creating awareness and driving ticket and product sales. And Opening Night Landing Page consists of the following:
Hero: A video hero component is required for every Opening Night Landing Page. Advertisers can however use a hero image in the absence of a video.
Linked Image: The hero image or video must contain a linked image. In some cases, the advertiser can choose to include a second linked image.
Gallery: The page must have a gallery component that showcases up to five relevant images.
Text Block: A text block providing information about the synopsis of the movie must be included. The advertiser can also add more text blocks that provide more information about the movie such as a movie quote.
Hero: An Opening Night Landing Page must contain a second hero component. The aim of this is to showcase additional movie branding.
Product List: Inserting a product list /carousel on the Opening Night Landing page is optional. The advertiser can use the product list to showcase products related to the movie.
Linked Image: Aside from the first and second linked images, the advertiser can also insert a series of linked images on the page. The aim of this is to drive awareness to more product categories.
Tailored Landing Pages
If an advertiser doesn’t want to use the Templated Landing page options and wants something more unique, Tailored Landing Pages are a great alternative. Tailored Landing Pages are designed and tailored to suit the unique objectives of campaigns. They give flexibility to creating branded advertiser experience without the complexity of custom development.
With Tailored Landing Pages, advertisers can do more to showcase their products. For instance, the advertiser can use a collection of videos to showcase his product in action. He can also insert an in-depth editorial page containing detailed information about a new product. If the product being advertised is a movie, the advertiser can insert trailers on the page for customers to watch. The customers will also be able to buy tickets to the movie and also view related products.
Tailored Landing Pages can include any combination of Landing Page components depending on the preference of the advertiser.
There are however certain page-level restrictions that must be adhered to. Below are the restrictions:
The hero images on a Tailored Page must not be more than 10.
Only one tab component with a maximum of five tabs is allowed.
The same page layout must be used for all users across the three platforms (tablet, phone, and computer)
The maximum number of videos that can be added to a Tailored Landing page is five.
The maximum number of products or ASINs that can be added to a Tailored Landing Page is 120.
A maximum of five galleries is allowed on the tailored landing page.
Custom Landing Pages
If an advertiser doesn’t want to use the Templated or Tailored Landing Page, they can use a Custom Landing Page. But Amazon does not provide the guidelines for Custom Landing Pages to the general public.
Advertisers who want to use a Custom Landing Page will need to contact an Amazon advertising representative. The representative will provide detailed information on Customized Landing Pages.
Fire TV Landing Pages
If an advertiser wants to showcase a group of related products with additional information, imagery, and video, Fire TV Landing Page is his best bet.
Fire TV Landing Pages are templated and are tailored to make the most of TV screens and navigation.
There are different types of Fire TV Landing Pages.
1. Video Landing Page
The Fire TV Video Landing Page enables advertisers to showcase a video and conclude playback with product information that the customer can act on.
Below are the components of a video landing page:
Text Block: Inserting a text block in your Video Landing Page is optional. There are several predefined styles of texts available for the advertiser to build a text block from. The text can also be embedded in the background image.
Buttons: The advertiser can insert one or two buttons on the Landing Page. This is optional.
Content Rating: Inserting a content rating on the Landing Page is optional. If the advertiser decides to display a content rating, he has to choose one of the following content ratings: G, R, NR, PG, PG-13, TV-PG, TV-G, TV-Y7, TV-Y14, TV-Y, TV-MA, 0, 6, 12, 16, 18.
Background Image: An image must be displayed behind all other content. The overlaid text is still visible and legible because a translucent gradient can be used to shade the image.
Exit Hint: There must be an exit hint at the bottom right corner of the page. The aim of this is to ensure that the route to exit an ad is clear to the customer.
Send Me More: Including this CTA button on the video Landing Page is optional. The send me more CTA button enables customers to request additional information after a video.
The additional information is sent to the contact information associated with a Fire TV Amazon login.
Interstitial Video: This is another optional component of the Video Landing Page. If an advertiser chooses to use an interstitial video, a video will automatically be shown before the Landing Page appears.
2. Single View Landing Pages
A Single View Landing Page enables advertisers to showcase detailed information about a product.
Below are the components of a single view landing page:
Primary Tile: Every Single View Landing Page contains a single large tile that measures 1724x654px
Background Image: A background image must be displayed behind all other content on the page.
Buttons: Including one or two buttons on the page is optional.
Exit Hint: For easy exit from an ad, an exit hint must be included at the bottom right corner of the page.
Interstitial Video: An advertiser can choose to let a video play before the Landing Page appears.
3. Grid Landing Pages
A Grid Landing Page allows you to highlight a few products with a small grid of stationary tiles.
The Grid Landing Page consists of standard Fire TV Landing Page components such as:
Grid of Tiles: A Grid Landing Page can contain a minimum of two and a maximum of four tiles. The tiles are stationary when the customer scrolls right. This keeps all relevant content on-screen while scrolling.
Background Image: A background image must be displayed behind all other content on the page.
Header: Having a header on a Grid Landing Page is compulsory. The header image animates upward and fades into place when the landing page is opened.
Exit Hint: An exit hint must be included at the bottom right corner of the page.
Tile Accessory Text: This is an optional component of a Grid Landing Page. If an advertiser chooses to include this component, limited text content is shown below each selected tile.
Interstitial Video: Showing a video before the page opens is optional.
4. Carousel Landing Pages: Unlike Grid Landing Pages where the tiles are stationary, Carousel Landing Pages use a scrolling carousel of tiles to showcase multiple products.
Below are the components of Carousel Landing Pages:
Carousel of Tiles: Carousel Landing Pages must have scrolling carousels that contain about two to ten tiles. When the customer scrolls right, the selected tile automatically aligns to the left. This enables the customer to view additional content that is offscreen.
Background Image: A background image must be displayed behind all the content.
Header: Just like Grid Landing Pages, the header image on Carousel Landing Pages animates upward and fades into place upon the first load of the Landing Page.
Exit Hint: An exit hint must be included at the bottom right corner of the page.
Tile Accessory: Including this component in a carousel Landing Page is optional.
Interstitial Video: Showing a video before the Landing Page appears is optional.
It is important to note that the contents of all Landing Pages can be refreshed once during their lifetime. A refresh is an update of the Landing Page assets. Making changes to the Creative of Media that drives customers to the page is not allowed or included in the refresh.
The SLA for a refresh is 10 days for most types of Landing Pages and 20 days for Tailored Landing Pages. Aside from the one refresh that every page is entitled to, If an advertiser desires additional refreshes, the refresh will be permitted based on budgets.