Image Guidelines for Amazon Appstore Submission

Part of the submission process for the Amazon Appstore is to submit a collection of images that Amazon will use to represent your app in its Appstore listing and for promotional purposes. This document provides the specifications and guidelines for preparing these image assets for submission.

In addition to these technical specifications for images, all images must adhere to the guidelines outlined in Amazon Appstore Content Policy Requirements. Material that is subject to copyright, trademark, or other intellectual property protection should be included only if you have obtained all necessary rights and licenses.

Images for App Submission

Once you have logged in to your developer account and started the app submission process, you will need to include the images for your app submission on the Images and Multimedia tab. These images will represent your app on the Amazon product detail pages in the Amazon Appstore and in the device UI. This tab has two different sections for image assets:

  • General assets: Image assets required for the Appstore display on the Appstore website, tablet apps, and other channels.
  • Fire TV assets: Image assets required for the Appstore display on Fire TV.
Images & Multimedia tab

General Assets

In the General assets section, upload the following:

  • Small icon
  • Large icon
  • Screenshots
  • Promotional image
  • Video

Details for each image asset are provided in the following tabs:

Small Icon (Required)

The Small Icon is a representative image for display within the Amazon Apps & Games Developer Portal.

Specifications:

  • Size: 114px x 114px
  • Format: PNG (transparent)

Here’s a sample Small Icon:

Small and large icons for display in Amazon Appstore website

Design Best Practices

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.
Large Icon (Required)

The Large Icon is a larger version of the small icon image (this should be the same image as the icon) for use in search results and on product detail pages. This image is scaled and used extensively throughout the Amazon Appstore and on Amazon devices, so it should be of the highest possible quality.

Specifications:

  • Size: 512px × 512px
  • Format: PNG (transparent)

Here’s a sample Large Icon:

Large icons for display 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:

The design best practices for the Large Icon are the same as those for the Small Icon.

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 app screenshots for use on Amazon product detail pages.

Specifications:

  • 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:

  • 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 will be shown to customers on the Amazon retail web site. However, all of the videos will be available when customers view your product within the Amazon shopping app.

Specifications:

  • Size: 720px–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

In order to make sure your apps look the best in the Fire TV Generation 2 interface, upload the following image assets:

  • App icon
  • Screenshots
  • Background image
  • Featured Content Logo
  • Featured Content Background
  • App Trailer

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 is larger than any available images you’ve submitted, your image will be placed on top of background image that fills the space correctly.

Details for each Fire TV image asset are provided in the following tabs:

App Icon (Required)

The App Icon appears within a row of other App Icons in the Fire TV user interface:

Specifications:

  • 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.
Screenshots (Required)

Screenshots provide additional context to the customer about your app and appear when users view the details of your app. You can submit between 3 and 10 screenshots.

Specifications:

  • 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:

  • 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.
Featured Content Logo (Optional)

The Featured Content Logo communicates the title of your app in Fire TV’s featured app placement. The Featured Content Logo appears as the foreground image over the Featured Background image. There are 4 different tabs that support the Featured Content placements: Home, Movies, TV Shows, and Apps.

Specifications:

  • Size: 640 x 260px
  • Format: 24-bit PNG (transparency optional)

The following is a sample Featured Content Logo image:

Featured Content Logo

Fire TV Context:

The following image shows where the Featured Content Logo appears in the context of the Fire TV UI:

Featured Content Logo highlighted
Featured Content Logo without highlighting

Content Safe Area

The following shows the safe area for the Featured Content Logo:

Safe area for Featured Content Logo
The 640 x 260px area represents the logo area.

Design Best Practices:

DO:

  • Must be transparent background. Background of logo must be transparent as it lays on top of the background image.
  • Keep it legible. Logos should be legible against the background asset.
  • Use texture. Logos can contrast backgrounds with texture and effects.
  • Use safe colors: Color of the logo should contrast with the background and should not be the same color as the navigation, which is #FFA724 and #DADADA.
  • Do not fill logo boundary: Do not fill both the width and the height of the logo boundary. Leave some space around the edges to avoid the logo being clipped off on the sides.
  • Use depth. The featured logo can use depth and perspective.
  • Stack the logo. Use logo configurations that are stacked as opposed to single line.

DO NOT:

  • Make it too big. Do not fill both the width and height of the logo boundary.
  • Make it illegible. Be sure the logo is legible and contraasts against the background asset.
  • Embed imagery. Backgrounds should display imagery, not logos. Avoid extraneous detail.
  • Export low-quality logos. Only use original high-quality logos for export.
Featured Content Background (Optional)

The Featured Content Background is the backdrop that appears for featured apps. The featured content logo (described in the next section) appears as a foreground image on top of this Featured Content Background.

Specifications:

  • Size: 1920 x 720px
  • Format: JPG or 24-bit PNG (no transparency)

The following image shows a sample Featured Content Background image:

Featured content background

Fire TV Context:

The Featured Content Background appears in the following Fire TV UI:

Featured content background highlighted
Featured content background without highlighting

Content safe area:

The main focus elements of the Featured Content Background should 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 Featured Content Background
Logo area.
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 1087 x 510px 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 balance. Use imagery that has a sufficient amount of white space.
  • Use depth. Varying depths of field in the image will provide a good backdrop.
  • Use character-centric imagery. Use imagery that includes major characters.
  • 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.
App Trailer (Optional)

The App Trailer provides a promotional video for your app.

Specifications:

  • Size: 1920 x 720px (landscape)
  • Resolution: 1080p
  • Bitrate: 2800 kbps
  • Video codec: H.264
  • Format: MP4
  • Loudness Level: -24 LKFS +/-2dB
  • True Peak Level: -2dB
  • Duration: Maximum 18 seconds

The following image represents an App Trailer:

App trailer

(Note that Bosche, a video series rather than an app, is used here because we are restricted to showing Amazon-produced assets only, and Amazon’s main assets are video rather than individual apps. To see an actual example of an app video, check out the video from Crossy Road.)

Fire TV Context:

The following image shows the context where the App Trailer would appear in Fire TV:

App trailer highlighted
App trailer without highlighting

Content Safe Area:

The content safe area for App Trailer is an 1824 x 493px area in the top-middle of the image. Content that falls outside of the safe area may be covered by Fire TV interface elements.

Content safe area for App Trailer
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 1824 x 510px area represents where the main subject of the image should be placed.

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).