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Step 5: Add Images & Multimedia

The documentation here relates to the Images & Multimedia tab:

Images and Multimedia tab
Images and Multimedia tab

Use the Images & Multimedia tab to submit a collection of images that Amazon will use to represent your app in its Appstore listing and for promotional purposes. Each image asset has unique specifications and guidelines detailed in the tabbed documentation sections below. Additionally, all images must adhere to the Amazon Appstore Content Policy Requirements, which includes obtaining any rights or licenses for media with intellectual property protection.

Image Asset Guidelines

The Images & Multimedia tab has two sections:

Tablet and Phone Assets

Icons (Required)

Two icons are required – 114 x 114px (small icon) and 512 x 512px (large icon). Both are used to represent your app throughout the Amazon Appstore and on Amazon devices, so use high quality images. The small icon can be a simplified version of the large icon's design that looks better in thumbnail size, or both icons can simply be the same design. The icons will be scaled down to a smaller size.

Specifications:
Detail Requirement
Small icon size 114 x 114px
Large icon size 512 x 512px
Format PNG (transparent)

Here's a sample small icon (114px x 114px) in the context of the Appstore:

Sample small icon (114px x 114px) as it appears in Amazon Appstore website

Here's a sample large icon (512px x 512px) in the context of the Appstore:

Sample large icon (512px x 512px) as it appears in in Amazon Appstore website

Do not just scale up the PNG image of your icon — doing so results in a blurry image.

Design Best Practices

DO:

  • Use original assets. App icons should reflect original graphic assets related to your app.
  • Use contrast. Contrast will make the app icon distinct even when it is scaled down.
  • Use balance. Use imagery that has a sufficient amount of white space.
  • Use fewer subjects. Fewer characters in app icons is preferred.

DO NOT:

  • Use wrong assets. There should be no marketing slogs or studio badging. Only logos or key art.
  • Make it illegible. Do not overlap logos on major characters or on a busy background.
  • Apply wrong styling. Key art should go to the edge of the image. Do not include borders or rounded corners.
Screenshots (Required)

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.
Promotional Image (Optional)

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.
Video (Optional)

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).

Fire TV Assets

App Icon (Required)

The App Icon appears within a row of other app icons in the Fire TV user interface.

Specifications:
Detail Requirement
Size 1280 x 720px
Format PNG (no transparency)

Here's a sample App Icon:

The App Icon

Fire TV Context:

The App Icon appears on Fire TV in the following context:

The App Icon highlighted
The App Icon without highlighting

Content Safe Area:

The following badges may appear superimposed on the App Icon:

App icon with badging over the image

To ensure your App Icon looks good even with badging (download icons, progress bars, etc.), place your main subject and title art within the content safe area. Artwork that falls outside of the safe area may be covered by badges.

Content safe area for the App Icon
Imagery may be obscured by opaque badging elements.
Imagery may be obscured by translucent or typographic UI elements.
Imagery is safe.
The 882 x 448px area represents where the main subject and title art are safe.

Design Best Practices:

Follow these guidelines when designing your App Icon:

DO:

  • Use original assets. App icons should reflect the original developer-submitted assets.
  • Use contrast. Contrast will make the app icon distinct even when it is scaled down.
  • Use balance. Use imagery that has a sufficient amount of white space.
  • Use fewer subjects. Fewer characters in app icons is preferred.

DO NOT:

  • Use wrong assets. There should be no marketing slogs or studio badging. Only logos or key art.
  • Make it illegible. Do not overlap logos on major characters or on a busy background.
  • Apply wrong styling. Key art should go to the edge of the image. Do not include borders or rounded corners.

If you don't provide the required Fire TV assets, Fire TV will apply a default creative treatment to the images to scale them to fit the required spaces. For example, if the required image size isn't proportional for the required space, your image will be placed on top of a background image that fills the space correctly.

Screenshots (Required)

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:

Sample screenshot

Fire TV Context:

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

Screenshots highlighted
Screenshots without highlighting

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.
Background Image (Required)

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:

Sample Background Image

Fire TV Context

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

The Background Image highlighted
The Background Image without highlighting

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

The Background Image highlighted
The Background Image without highlighting

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.

Content safe area for Background Image
Imagery may be clipped here.
Imagery may be obscured by opaque elements.
Imagery may be obscured by translucent or typographic UI elements.
Imagery is safe.
The 1214 x 830px area represents where the main subject of the image should be placed.

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.
Feature Rotator

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:

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:

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

Feature rotator showing all three components — background, logo, and trailer. The following sections describe each component individually.
Feature rotator showing all three components — background, logo, and trailer

Each component is explained in its own section below.

1. Feature Rotator Background

The following is a sample Feature Rotator Background:

Feature Rotator Background image
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.

The following image shows an example Feature Rotator Logo:

Feature Rotator Logo image
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:

Feature Rotator Logo highlighted in context of the full Feature Rotator
Feature Rotator Logo highlighted in context of the full Feature Rotator

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:

Positioning guidelines for Feature Rotator logo
Positioning guidelines for Feature Rotator logo

Here are a few examples of Feature Content Logo images:

Feature Content Logo Example — Lore
Feature Content Logo Example — Lore
Feature Content Logo Example — Sneaky Pete
Feature Content Logo Example — Sneaky Pete
Feature Content Logo Example — Jack Ryan
Feature Content Logo Example — Jack Ryan
Feature Content Logo Example — Goliath
Feature Content Logo Example — Goliath

3. Feature Rotator Trailer

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

Feature Rotator Trailer
Feature Rotator Trailer
Specifications:
Detail Requirement
Dimensions 1920 x 720px
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

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

Alexa speech bubble in the Feature Rotator Background image asset
Alexa speech bubble in the Feature Rotator Background image asset

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:

Alexa command in the Feature Rotator Logo asset
Alexa command in the Feature Rotator Logo asset

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.

Next Steps

Go to the next step: Step 6: Content Rating.