Alexa Home Screen

• Ad content:
• Brand name
• Logo
• Headline
• Disclaimer
• Sponsored label. This cannot be edited
• Device header. This cannot be edited
• Overlay, ensures content is legible. This cannot be edited
• Ad image

• For more direct management of the creative, we recommend providing one wide and one square image:
• Wide image: 1920x1080px
• Square image: 1080x1080px
• You can also provide a single wide image that can be cropped to create the square image.
• The images must not contain any branding or text elements, such as text, logos, or call to action (CTA). Instead, use the headline and disclaimer components to include branding messages in your ad.
• Image can be a product or lifestyle image.
• Images must not:
• Contradict the landing page.
• Be on a white or transparent background.
• Feature an individual brand logo or combination of logos.
• Contain crowded, excessive, poorly cropped or illegible elements.
• Contain additional text other than text naturally present in the image (such as on product packaging).
• Use letterbox or pillarbox formats.
• Include pricing and savings claims.
• If an ad displays multiple identifiable products, it must accurately reflect the types of products on the landing page, where most of the products should be available.
• HAQM Ads will scale the custom image based on the desired ad size and device.

Image safe zone

While images don’t have any required safe zones, it’s recommended to keep important content away from the bottom left corner and the very top of the image. The area covered by the brand name and headline will depend on the length of the copy you submit.

Example safe zone. Actual area covered depends on device layout, content, and customer usage.

You have the flexibility to submit both a square and wide image. However, should you choose not to, the uploaded image will be cropped to a square to fit some placements. When you submit your image, let us know if there is a specific way you want it cropped—for example, crop away the left side, right side, or keep it centered.

Example of a wide image cropped to the square format.

Logo

The size of the logo must be 400x400px or larger, with a square aspect ratio. When the logo is shown on the Alexa Home Screen, it will be cropped to a circle:

• The logo should be centered within the image.
• The image should show only the brand name, brand symbol, or a combination of the two.
• The image should not contain a tagline or any other extra text.
• The logo should occupy a width or height of 70-95% of the safe zone circle.

• Ad copy should be clear, direct, accurate, and understandable to the average customer.
• All ad copy (including disclosures) in Alexa Home Screen creatives must meet creative acceptance policies when applicable.
• Ad copy will be rendered natively in the Alexa device interface. Custom fonts, sizes, or stylings are not available. See creative components for a breakdown.

For entertainment content, additional guidelines apply:

• For products such as movies or TV shows, a content rating label is required for content rated for 12/13 years or older and should be added in the disclosure.
• Subscription required: If the content promoted requires an additional paid subscription beyond a Prime Video subscription, this must be made explicit in the creative by one of the following methods:
• Within the headline: “Watch with a subscription”, “Subscribe to watch”, etc.
• Within the disclaimer: “Subscription required”, “Watch with 7-day free trial” plus additional legal text “Restrictions apply”, etc.
• Rent/Buy: If the content promoted requires payment to rent/buy/purchase the piece of content, this must be made explicit in the creative.
• Within the headline or disclaimer: “Buy or Rent on Prime Video”, “Available to Rent”, “Available to Buy”, “Own it today”, “Stream with Purchase”, “Prime Member Deal”, etc.

Video

Videos are shown full-size on screen without cropping. Depending on the video asset and the type of device, black bars will appear above and below (letterboxing) or on the sides (pillarboxing) of the video.

• Submit high-quality video with the correct resolution.
• Recommended: 60 seconds or less duration
• Use a controlled volume that is normalized, not too low or too high.
• Include a simple end slide with the provider’s logo. Slide duration should not be longer than 3 seconds.
• Include key characters or scenes from the title that will excite/delight customers.
• Make sure videos are in the primary language of the locale where the ad is shown.
• Captions will be automatically generated based on the video provided for markets where it is required, including EU.
• Avoid small text, such as subtitles that may not be readable on smaller devices.
• It is recommended to not show letterboxing in the raw video asset.
• Do not add an overlay sales-like voice-over to the video.
• Ensure the video does not contain any of the following:
• Nudity or content of a sexual nature
• Depictions of illegal activities or consumption of drugs and/or alcohol
• Weapons that are shown in a violent or threatening manner, for example covered in blood. Guns pointed at a character, directed out toward the customer, and/or shown in the act of firing (such as bullets visibly exiting the weapon or smoke shown around the barrel)
• Gore or scenes of violence, including perilous situations, such as a person falling from an extreme height
• Explicit language of a mature nature

Dimensions: 1920x1080px (16:9 aspect ratio)
Duration: 6s minimum to 3min max
Maximum file size: 500MB
Format: MP4, M4V, MOV, MPEG
Video Codec: H.264
Video Bitrate: 12mbps+ preferred
Audio Bitrate: at least 128kbps
Loudness Level: -24 LKFS +/- 2dB
True Peak Level: -2dB

Videos must meet all specifications. No edits will be made to the original assets.

Far-field experience

When customers are more than four feet away from their device or otherwise moving around, the screen will show the ad in a full-screen experience, with a full-size image, logo, headline, and disclaimer text. In the original Alexa, a prompt hint will also be shown. Customers can interact with the ad by tapping the screen or asking Alexa for more information.*

When customers are close to their device (within four feet), the home screen grid will be shown, where the ad is shown in a card alongside other information the customer has chosen for their home page. The same image, headline, and disclaimer text from the far-field experience is shown, along with a CTA button. Customers can interact with the ad by tapping the card or asking Alexa for more information.*

*With Alexa+, customers can use a variety of natural language prompts to open the ad, such as “show me more,” “tell me about this show,” or others. In the original Alexa, the customer needs to use the prompts listed below to interact with the ad.

**Available on Alexa+ only

Click-to-Video

• Call-to-action “Play Video” for customers who have Alexa+. “Play Video” or “Play Trailer” for customers who don’t.
• Upon interacting with the ad, the video will play full-screen on the Echo device. While the video is playing, a secondary call-to-action button “Visit Website” is available in the bottom right corner, which opens the click-through destination in the silk browser on the device. Once the video completes, customers are returned to the static ad and the content resumes rotation.
• Requires a video and a click-through URL.

Click-to-Website (URL)

• Call-to-action “Visit Website” for customers who have Alexa+. “Show More” for customers who don’t.
• Upon interacting with the ad, the click-through destination opens in the silk browser on the device.
• Customers can tap the close button or say "Alexa, go back" to return to the static ad.
• Requires a click-through URL only.

For users without Alexa+, a slightly different visual experience will be shown. The same logo, headline, and other details will be used, but a square crop of the image will be shown instead of the wide version. A geometric color background generated based on the ad image will be shown behind the text content to complement the image, and cannot be edited.

Original Alexa does not have a near-field experience as on Alexa+.

Below is a comparison of the interface on Alexa+ and the original Alexa.