Item Detail Pages

Asset & Copy Guidelines

Prime members expect compelling content worthy of claiming and sharing. By aligning with these guidelines, your pages will have the power to deliver meaningful experiences. Follow these guidelines to better connect with players.

• General guidelines and policies
• In-Game Content Hero
• Buy Box
• Description
• Linked Game Account
• In-Game Content Media
• About the Game (coming soon)
• Frequently Asked Questions
• Claim Experience
• Item Card

General guidelines and policies

All assets (images and video) and copy (written text) on item detail pages should adhere to our site-wide Guidelines & Policies.

For additional guidelines about the Prime Gaming brand and marketing, see the Prime Gaming Style Guide .

In-Game Content Hero

The hero component visually introduces the in-game content when customers land on the page.
⚠ Required

Purpose & Recommendations:
The hero is intended to excite customers to get your in-game content and should help them understand immediately what they can get. The image or video must show part or all of the in-game content the customer can get for your game.

Optional Video Hero:
Excite and immerse customers with an optional auto-playing, looping, muted video hero. They are only supported on desktop and are delivered as compressed MP4 files that are 10 seconds or less. Static hero images are still required as a fallback.

Asset Examples:

Asset Guidelines:

• Must show all or some of the included in-game content item(s)
• No logos or copy in assets
• Full bleed; no borders or edges
• Key imagery is kept within safe zones (see Photoshop template on the What We Need From You page for safe zones)
  • For desktop, main content is on the left side of the image
  • For mobile/tablet, main content is in the center of the image
• If used, video loops smoothly and complements the in-game content
• If used, video is 10 seconds or less

Buy Box

The buy box component is for quick comprehension of what is available with a prominent button to get the in-game content.
⚠ Required

Purpose & Recommendations:
A "buy box" is a standard component across Amazon for customers to purchase products. For Prime Gaming, a "buy box" is the central location for customers to get in-game content included free with Prime.

Example:

Copy Guidelines:

Description

The description component includes additional information about the in-game content and what item(s) are included.
⚠ Required

Purpose & Recommendations:
The description is for customers who want to learn detailed information about the in-game content, including what it is, how it can be used in game, and what item(s) are included.

Example:

Copy Guidelines:

Linked Game Account

The linked game account component shows whether a game account is linked to the Prime member's Amazon account. This component is not visible for offers claimed using codes.
⚠ Required (for integrations with account linking)

If present, this component is used on both the game page and all item detail pages. You only need to submit resources for this component once.

Purpose & Recommendations:
The linked game account component provides transparency and convenience for customers to see their game account link status. If their accounts are not linked, they can easily start the process here with a button to link a game account.

Example:

Asset Guidelines:

• Recommended black logomark on a white circle background

Copy Guidelines:

In-Game Content Media

The media component includes additional images and videos of the in-game content.
Optional

Purpose & Recommendations:
The media component helps customers get a better understanding of the in-game content through visuals. Customers can interact with this component by opening a fullscreen modal to view the media with optional captions for each. If no media is provided, this component won't be visible on the page. Maximum 15 media assets.

Asset Example:

Asset Guidelines:

• Must be relevant to the included in-game content item(s) (e.g. images of each item included, video clips of items used in game)
• Avoid logos or copy in image assets
• Full bleed; no borders or edges
• If used, videos have closed captions
• If used, videos are 10 seconds or less

Copy Guidelines:

About the game

This component will be a quick place for customers to learn about the game with a "play game" button linking to your official game website.
⚠ Required

This component is used on both the game page and all item detail pages. You only need to submit resources for this component once.

Example:

Asset Guidelines:

• Include up to one game logo
• No copy in assets
• Full bleed; no borders or edges

Copy Guidelines:

Frequently Asked Questions

Frequently asked questions directly related to this page's in-game content.
⚠ Required

Purpose & Recommendations:
FAQs are for customers to self-service troubleshoot some of their issues or find more information. FAQs from your game page will be shown on each of the game's item detail pages with any additional FAQs specifically about the item (when applicable). If your items don't require that kind of specific information, you can omit these FAQs.

Claim Experience

The claim experience includes steps that customers go through in order to get in-game content and ultimately land on a success page with a summary and instructions.
⚠ Required

Purpose & Recommendations:
Most of the assets and copy that power the claim experience steps are generated from previously provided information. When the customer successfully claims the in-game content from Prime Gaming, they are taken to a success page to view instructions, with an optional image or video, to redeem their content in-game and start using it. The instructions will also be available on the detail page after claiming.

Examples:

Asset Guidelines:

• Thumbnail must show all or some of the included in-game content item(s)
• No logos or copy in thumbnail
• Instructions image or video must be relevant to where or how to get the included in-game content item(s) in game
• Full bleed; no borders or edges
• If used, video has closed captions
• If used, video is 10 seconds or less

Copy Guidelines:

Item Card

One of the common ways that customers will discover your item detail page is through its item-specific marketing card, shown in various places across the Prime Gaming website and Twitch. Both websites use the same item card image.
⚠ Required

Purpose & Recommendations:
Be as clear and accurate as possible by presenting exactly what item(s) customers can get in each image and item name so customers know what to expect. It's recommended to include the game logo in each item image so it's easy to identify your game when it's shown amongst other games, such as on the Prime Gaming homepage and Twitch "Crown" menu.

Examples:

Asset Guidelines:

• Must show all or some of the included in-game content item(s)
• Include up to one game logo
• No copy in assets
• Full bleed; no borders or edges

Copy Guidelines:

Next:

• Game Pages
• In-Game Content: What We Need From You