Step 5: Add Images & Multimedia

Screenshots show images from your app to give users a better sense of what your app offers. Include a minimum of 3 and a maximum of 10 screenshots. For technical details on taking screenshots, see Taking screenshots on Fire devices.

Specifications:

Detail	Requirement
Size	Depending on the devices you are targeting, allowable image sizes are as follows: 800px × 480px 1024px × 600px 1280px × 720px 1280px × 800px 1920px × 1200px 2560px × 1600px
Format	PNG or JPEG (landscape or portrait mode)

Design Best Practices:

DO:

• Use cinematic imagery. Use imagery that is engaging and has a pleasing composition.
• Use different scenes. Use screen stills that display different scenes of the app.
• Use character-centric imagery. Use imagery that includes major characters or notable content.
• Show logical progression. Highlight the app’s most interesting features in a logical progression that mimics a typical user’s experience. Begin at the broadest area of user interaction (for example, the main menu), comprehensively document the app’s main feature(s), and explore the app’s peripheral features, menus, and settings.
• Focus on core functionality. Focus on the app’s core functionality, while touching on one or two of its less prominent features.

DO NOT:

• Use contextual imagery. Do not use photographs of someone using the app. Only show the app itself.
• Display wrong platform. Screenshots should reflect the app experience on the TV and not additional devices.
• Show personal information. If your screenshots will display personal information (such as account names, login information, or social networks), populate the fields with dummy information.

The Promotional Image is used to promote your image in select placements. The Promotional Image should not be a screenshot but rather an attractive representation of your app that includes your app’s name. It must be easily read in a scaled-down version.

Specifications:

Detail	Requirement
Size	1024 x 500px
Format	PNG or JPEG (landscape)

Design Best Practices:

DO:

• Emphasize your brand. Include the title of your app and a strong visual image to reinforce the brand, form, or function of the app.
• Keep it legible. The entire image should be legible when scaled down to 300 x 146px.

DO NOT:

• Crowd the edges. All text should be at least 50px from any edge.
• Include redundant content. Do not include any content that is presented elsewhere in the shopping experience, such as price, screenshots, descriptive text, ratings, or buttons.

You can include up to 5 videos related to your app. If you upload more than one video, only the first video is shown to customers on the Appstore website. However, all of the videos will be available when customers view they your store listing on devices.

Specifications:

Detail	Requirement
Size	720 x 1080px wide (4:3 or 16:9)
Format	MPEG-2, WMV, QuickTime, FLV, AVI, H.264 MPEG-4
Bitrate	1200 kbps or higher
Duration	Duration no longer than 60 minutes (3600 seconds)

Design Best Practices:

DO:

• Demo the app. Eliminate visual and audio distractions that are unrelated to the content of your app. If possible, capture video output directly from your app.
• Make it professional. If capturing video by using a camera, use a tripod and maximize the visibility of your app by avoiding harsh glare and reflections.
• Reflect the user experience. You may insert additional text, audio, and images into your videos, but the video must showcase/demo the app content and remain relevant to the actual user experience.

DO NOT:

• Show personal information. If the app requires you to input personal information (such as account names, log-in information, or social-network feed), populate the fields with dummy information.
• Exclude Amazon devices. Videos must not feature a device or operating system that is not supported by Amazon without also featuring one that is (for example, if iOS is shown or mentioned, Android must be as well).

Screenshots show images from your app to give users a better sense of what your app offers. Include a minimum of 3 and a maximum of 10 screenshots. For details on taking screenshots, see Taking screenshots on Fire devices.

Specifications:

Detail	Requirement
Size	1920 x 1080px (landscape)
Format	JPG or 24-bit PNG (no transparency)

Here's an example screenshot from the Amazon Music app:

Fire TV Context:

The following image shows screenshots in the context of the Fire TV UI:

Content Safe Area

Screenshots aren't covered by badging, so you don't have to worry about placing content inside a safe area.

Design Best Practices:

DO:

• Use cinematic imagery. Use imagery that is engaging and has a pleasing composition.
• Use different scenes. Use screen stills that display different scenes of the app.
• Use character-centric imagery. Use imagery that includes major characters or notable content.
• Show logical progression. Highlight the app’s most interesting features in a logical progression that mimics a typical user’s experience. Begin at the broadest area of user interaction (for example, the main menu), comprehensively document the app’s main feature(s), and explore the app’s peripheral features, menus, and settings.
• Focus on core functionality. Focus on the app’s core functionality, while touching on one or two of its less prominent features.

DO NOT:

• Use contextual imagery. Do not use photographs of someone using the app. Only show the app itself.
• Display wrong platform. Screenshots should reflect the app experience on the TV and not additional devices.
• Show personal information. If your screenshots will display personal information (such as account names, login information, or social networks), populate the fields with dummy information.

When users scroll across your app from a browse page, the Background Image appears in the upper-right corner of a mini-detail page.

Specifications:

Detail	Requirement
Size	1920 x 1080px (landscape)
Format	JPG or 24-bit PNG (no transparency)

The following is an example of a Background Image:

Fire TV Context

The Background Image appears on Fire TV in the following context:

When users click your app icon, the Background Image can also fill the entire background.

Content safe area:

The main focus element of the image must be placed within the content safe area. Artwork that falls outside of the safe area might be covered by UI elements.

Design Best Practices:

DO:

• Use cinematic imagery. Use imagery that is engaging and has a pleasing composition.
• Use relevant imagery. Use imagery that is relevant to the app experience. Don't show a person using the app, the controller, the TV, or the surrounding room. Just show the app itself.
• Use different imagery. When possible, use different imagery than the app icon.
• Use character-centric imagery. Use imagery that includes major characters or notable content.
• Place subject right. The main subject should be to the right side of the image when possible.

DO NOT:

• Place subject left. The main subject should not be on the left side because the UI may obscure it.
• Crop heads and faces. Use the safe zones to verify placement of heads and faces.
• Embed logos or titles. Logos and titles should not be in the background.
• Use busy imagery. Do not use imagery that has too many subjects or fine detail.
• Show other platforms. Amazon Appstore offers many apps that also exist on other platforms (smartphones, tablets, competitor devices). Assets should reflect the experience of the app on Fire TV.

The Feature Rotator, located above the fold on Home, Movies, TV, Apps, and Games tabs, provides the most visible placement within the Fire TV UI. The Feature Rotator consists of three assets that Fire TV combines together:

• 1. Feature Rotator Background
• 2. Feature Rotator Logo
• 3. Feature Rotator Trailer

Specifications for each visual asset are provided below. Additionally, guidelines for Alexa usage and parental controls in relation to the Feature Rotator are included here as well, as they are specific to the Feature Rotator:

• Demonstrating Alexa Voice Usage
• Parental Control Guidelines

The following image shows all three Feature Rotator components (Background, Logo, and Trailer) together:

Each component is explained in its own section below.

1. Feature Rotator Background

The following is a sample Feature Rotator Background:

Specifications

Detail	Requirement
Dimensions	1920 x 720px
Aspect Ratio	8:3
Color Space	RGB
Format	JPEG
Maximum File Size	450KB
Alexa Speech Bubble	Recommended if you integrated the Video Skill API

Best Practices

DO:

• Use cinematic imagery: Use imagery that is engaging and provides context to the title.
• Use balance: Use imagery that has a sufficient amount of space on the left side (where the logo will overlay).
• Use depth: Use varying depth of field in the image to provide visual interest.
• Place subject on the right: Place the main subject on the right side of the image.
• Demonstrate Alexa support: If your app integrates with the Video Skill API, include an Alexa Speech Bubble, such as "Alexa, play _____ on _____." See Demonstrating Alexa Voice Usage for more details.

DO NOT:

• Crop heads and faces: Be sure to use the safe zones to verify placement of heads and faces. Keep the top 160px free of key content and elements.
• Use controversial symbols: Avoid controversial symbols (swastikas, KKK, etc.).
• Place subject left: Do not place the main subject on the left because the UI might obscure it.
• Embed logos or titles: Do not place logos and titles in the background.
• Use busy imagery: Do not use imagery that has too many subjects or fine detail.
• Use scenes of gore/violence: Avoid images of violence and illegal activity.
• Use scenes that include sec/drugs: Avoid images that depict drug usage, alcohol, nudity, or sexuality.
• Use graphics with white or light backgrounds: Avoid predominantly white or light backgrounds, as they do not provide enough contrast for UI elements.

2. Feature Rotator Logo

The following image shows an example Feature Rotator Logo:

Specifications

Detail	Requirement
Dimensions	640 x 260px
Color Space	RGB
Format	PNG (with transparency)
Alignment	Left-aligned, vertically centered
Maximum File Size	450KB
Logo Size	Less than 145 x 55 px
Trademark symbols	None allowed
Includes Simple Call-to-Action	Less than 14 characters

The following image shows the Featured Rotator Logo highlighted in the context of the other Feature Rotator components:

Best Practices

DO:

• Keep show logo left-aligned: Keep show/movie title left-aligned and vertically centered.
• Keep legible: Make sure logos are legible against the background asset.
• Use texture: Use texture and effects to provide contrast with the background.
• Use depth: Use depth and perspective to provide interest.
• Use simple CTAs: If including a call to action, use simple messaging, such as "Watch Now" or "Catch Up." Include event information, dates, and times if relevant. Examples: "Watch the series finale on 9/8 at 8 PM ET." Or "Catch up before the season premier on 9/8 at 8pm ET."

DO NOT:

• Use trademark symbol: Do not include a trademark symbol on either logo. (Allowed on exception basis only.)
• Make too big: Do not fill both the width and the height of the logo boundary.
• Export low-quality logos: Use only original, high-quality logos for export.

The following image shows positioning guidelines:

Here are a few examples of Feature Content Logo images:

3. Feature Rotator Trailer

The following image shows an example of the Feature Rotator Trailer:

Specifications:

Detail	Requirement
Dimensions	16:9 (1920 x 1080px)
Resolution	1080p
Bitrate	2800 kbps
Video Code	H.264
Format	MP4
Loudness Level	-24 LKFS +/- 2dB
True Peak Level	- 2dB
Maximum Video File Size	6MB
Duration	15-18 seconds

Best Practices

DO:

• Use the correct aspect ratio: Ensure the cropping of the video has not awkwardly cut off any key portions of the scenes.
• Keep video to spec: Ensure the size of the video is under 6 MB and is MP4 format.
• Use a controlled volume: Ensure the volume of the video is normalized (i.e., volume is not too low or too high).
• Make sure resolution is correct: Ensure the video has a resolution of 1080p.
• Include simple end slide with the provider's logo: Ensure the slide duration is shorter than 3 seconds.
• Include key characters: Showcase key characters or scenes from the title that will excite/delight customers.

DO NOT:

• Include sexualized content: Do not include nudity or content of a sexual nature.
• Embed watermarks or logos: Do not include watermarks or logos. If contractually required, please ensure it is within the safe zones.
• Include violence/gore/explicit language: Ensure the video does not contain gore, scenes of violence, or explicit language of a mature nature.
• Include drugs/alcohol: Ensure the video does not contain any depictions of illegal activities or consumption of drugs and/or alcohol.
• Make video too long or too short: Ensure the duration of the video is between 10 and 18 seconds.

Demonstrating Alexa Voice Usage

Voice support with the Feature Rotator and Video-Skill-API-enabled apps allow customers to enjoy a more hands-free experience while interacting with Fire TV. To give customers a visual reference of what they can ask Alexa, creatives for these apps should include a tip about how Alexa can be used with the app. There are two ways to show Alexa utterances that trigger corresponding Alexa actions:

• Option A: Alexa Speech Bubble in Background Image
• Option B: Alexa Command in the Feature Rotator Logo

Option A: Alexa Speech Bubble in Background Image

You can add an Alexa speech bubble in your Feature Rotator Background image:

Follow these guidelines when creating speech bubbles:

Speech bubble guidelines:

Alexa guidelines	Detail
Flag	The speech bubble can have a flag in one of six positions. Always face the flag toward the speaker, even if that speaker is off frame.
Typeface	The speech bubble should use Bookerly Regular Italic font. Each utterance begins and ends with quotations and uses sentence case. For rare digital cases when Bookerly Regular Italic cannot be used, Georgia Italic and Times New Roman Italic can be used as a backup option.
Width	The speech bubble should always be wider than it is tall. The width of the speech bubble should reduce by quarter lengths.
Color	The speech bubble should be rendered in white with a 50% Squid Ink stroke and a weight approximately 20% of the point size of the type contained within. The typography should be rendered in Squid Ink.

Option B: Alexa Command in the Feature Rotator Logo

You can also place the Alexa command directly in the Feature Rotator Logo image:

Feature Rotator Parental Control Guidelines

Amazon has established parental control guidelines to ensure the best on-device experience for customers. The MPAA rating is not taken into consideration when assessing the image and video assets. Instead, all image and video assets are evaluated within the context of specific guidelines defined below.

These guidelines are meant to serve as high-level guidance for Feature Rotator campaigns, with the understanding that not every use case is covered below. Maturity filters exclude content to customers with Parental Controls enabled.

Please consult with your business point of contact for any use cases not addressed below. All rules apply to both live action and animation.

Topic	NEVER ALLOWED in any creative	Maturity filter NOT required	Maturity filter REQUIRED
Firearms or weapons	Weapon pointed at the audience or used against a human	Acceptable only if weapon is not pointed at viewer or used against a human in the creative	Only fictitious weapons are OK, but can't be pointed at viewer or used against a human in the creative (e.g., Superheroes)
Blood or gore	Excessive amounts	Darkened or minimized blood is OK
Alcohol		Shown, but not consumed is OK	Consumption is OK
Sexually explicit	X
Bare-chested males	Bare-chested males in sexualized settings	Acceptable in settings where the context is non-sexualized, such as in context of specific genres like fantasy or superheroe	Acceptable in settings where context is non-sexualized, in an adult setting
Profanity	X
Violence	Promotion of content based entirely on violence		Professional fighting is OK (e.g., UFC or Fight Club
Tobacco (cigarettes, cigars and packaging)			Reviewed on a case-by-case basis
Drugs			Shown but not consumed is OK
Controversial symbols (e.g. swastikas, KKK, etc.)	X
Frightening Scenes			Content that is considered too intense or frightening to children

For more detail about content policy guidelines in general, see Amazon Appstore Content Policy.