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Advertise Your App FAQ

Getting Started

Q: How can I get started?

Visit the Advertisements page in the Amazon Developer Console to get started. From there, select the app you want to advertise. You can then review creative (ad images) for your campaign and change campaign details like cost-per-click bid and budget.

Q: Who can advertise?

To be eligible for Advertise Your App, apps must be distributed in the United States, compatible with Fire tablets or non-Fire Android, and meet the Amazon Creative Acceptance Policies.  

Q: What countries are supported?

Apps must be distributed in the United States to be eligible for Advertise Your App. Advertise Your App only shows advertisements in the United States and bills in United States currency (US$).

Q: Is my campaign performance (spending all my budget) guaranteed?

Amazon does not guarantee your campaign performance. You will only be charged when a customer clicks on your ad.

Q: Where will my ad run?

Your ads may run on the Amazon Mobile Ad Network, as well as certain Amazon apps, such as IMDb. Your ad may also appear on the Fire Tablet Wakescreen. Ads are shown to Android phone/tablet and Fire tablet users within the United States, depending on your app’s compatibility.

Q: What is the ad approval process?

Advertisements must be appropriate for a general audience, available in the English language, and must meet the Amazon Creative Acceptance Policy for advertising. When Advertise Your App generates creative for your advertisements, your app's icon, title, and content are part of the advertisement and will be reviewed. Custom ad images you upload will also be reviewed versus the policies. 

Some common reasons that campaigns are rejected for advertising include poor quality images or icons, unreadable text, typos in text, content not appropriate for a general audience, and content that is not localized for use in the United States.  

Q: What criteria does my app need to meet to be eligible for the Fire Tablet Wakescreen placement?

Ads must be appropriate for general audiences and must meet the Amazon Creative Acceptance Policy for advertising.  Apps must also be compatible with Fire tablets to be eligible for placements on Fire tablets.  App ads need to have high quality icons and title text without excessive punctuation or capitalization. Additionally, please note that campaigns that run for less than five days are less likely to be shown on Fire Tablet Wakescreens.

Q: Do I need to integrate any APIs to use Advertise Your App?

No API integration is required to use Advertise Your App. However, we recommend that you integrate the Mobile Ads API, so that Advertise Your App can report first start conversion metrics to you for your campaigns across all app stores.  Learn more about how to integrate the Mobile Ads API for tracking.

Billing & Payments

Q: Which payment options do you support?

We support payment by American Express, Visa, and MasterCard in US dollars (US$).

Q: What determines how much I pay?

You pay for each click on your ad, up to the max cost-per-click (CPC) bid that was entered and up to the campaign budget that was provided.

Q: When will I be billed for my ads?

For campaigns with a start and end date, your credit card will be charged as your outstanding balance reaches pre-defined thresholds as well as seven days after your campaign ends.  Once your outstanding balance reaches $1, your credit card will be billed for the accrued balance at the end of the next daily billing cycle (which may be the next calendar day).  Then, your card will be billed as your outstanding balance reaches 25%, 50%, and 75% of your campaign budget for the accrued balance at the end of the next daily billing cycle.  After we bill at the 75% threshold, we will wait until the campaign has ended plus seven days to bill for the remaining balance.  If a credit card payment fails, you will be notified and your campaign will end.

For recurring campaigns, to avoid billing your credit card too frequently, your credit card will be charged at periodic thresholds, which will vary based on the size and duration of your campaign.  Your first leg of the campaign will follow the same thresholds as described in the previous paragraph for fixed duration campaigns. However, subsequent legs may bill less frequently.  (Note that, for campaigns with short auto-renewal periods and small budgets, your spend may accumulate for more than one cycle before you are billed, particularly if the campaign has been running for more than 3 legs previously.)  Your total billed amount over the lifetime of the campaign will match the spend shown in the Reporting: Ad Campaigns page for your campaign.

Q: I stopped my campaign. When will I be billed?

Your credit card will be charged for any outstanding balance eight days after stopping a campaign.  You may continue to accrue clicks (spend) for 24 hours after stopping a campaign.

Q: Why has my ad only spent a portion of its total budget?

There are several possible reasons why a campaign may not spend the entire budget. The most common is that your cost-per-click bid may have been too low, which can cause the ad to lose out in auctions where others bid higher. Ad inventory changes frequently, which may affect the number of impressions and clicks your campaign will generate. Amazon does not guarantee that your campaign will generate the amount of clicks needed to spend your budget. In all cases, you will only be billed when a user clicks your ad.

Q: Will you ever bill me for more than my campaign budget?

We will never bill you for more than the campaign budget you have set. Sometimes you will see clicks come in after the maximum campaign budget has been spent in full. However, we will never charge you for over-budget clicks.

Q: Do you offer refunds?

Amazon only bills you when someone has clicked on your ad, and we do not refund these charges.

Q: Can I use an Amazon gift card to pay for my Advertise Your App campaign?

Advertise Your App does not accept Amazon gift cards as payment.

Q: How can I view or print a receipt for my campaign charges?

Visit the Campaign Performance page for your campaign (go to Reporting, then Ad Campaigns, then click your campaign in the list).  Click the Billing tab.  Below the list of charges is a link to view or print a PDF receipt for your campaign.

 

Campaign Creation

Q: Why does my newly published app show as Ineligible?

If your app just published to live in the past 24 hours, it may show as Ineligible on the campaign creation screen.  It can take up to 24 hours for our systems to gather all the assets for newly published apps. If your app is still showing as ineligible past that time, it may include content which prohibits it from being advertised via this service.  Please reference the Amazon Creative Acceptance Policies as they apply to your app. If you believe that the app is ineligible in error, please contact us for assistance.

Q: Is there a minimum campaign budget?

The minimum campaign budget is $100.

Q: How is suggested cost-per-click (CPC) calculated?

Suggested CPCs are based on aggregated historical results from campaigns running through the Amazon Mobile Ad Network.  The CPC bid you enter should be the maximum you are willing to pay for a click on your ad.

Q: How does cost-per-click (CPC) bidding work?

Before an ad is displayed, we rank advertisements based on cost-per-click and performance, including click through rate and delivery. Advertisements with higher CPCs may win more impressions. This may lead to increased delivery of ads and higher quality ad placements. The CPC bid should be the maximum you are willing to pay for a click. Note that your actual CPC may be lower than the CPC bid.

Q: What is the difference between selecting a start and end date and creating a recurring campaign?

Selecting a start and end date means your campaign will only run during the dates you have chosen. A recurring campaign will continue to run until you stop it or until the cost-per-download (eCPA) limit is exceeded, using the campaign budget for each period you select (14 days, 30 days, or 90 days).

Q: How does the cost-per-download (eCPA) limit for recurring campaigns work?

For recurring campaigns, Advertise Your App allows you to set a cost-per-download limit that will automatically prevent the campaign from recurring at the end of the renewal period if exceeded. If you set this option, Advertise Your App will check your average eCPA for the most recent 14, 30, or 90 day period (depending on your selection) before renewing your recurring campaign. If the average eCPA for that period exceeds the limit you have set, the recurring campaign will end. (Note that Advertise Your App considers only the most recent period's average, not the lifetime average for the campaign.)

Q: Why are the ad images I previously uploaded not shown in the list of available ads?

Only approved ad images that were used for at least one campaign will be retained in your image library for use on future campaigns.  Your ad images may have been rejected or were not selected for use with your prior campaign(s).

 

Advertisements and Ad Creative

Q: Can I upload and use my own ads or images?

You can upload and use up to three ad images per ad size for each size of mobile banners as well as interstitials.  Custom ads for Fire Tablet Wakescreens are not supported. Please consult the creative guidelines for mobile banner ads and interstitials to ensure your ads meet the policies for use in Advertise Your App campaigns, including size, safe space, and resolution restrictions. All ad images are subject to review and must adhere to the Amazon Creative Acceptance Policies.

Q: What should I include (or not include) in my custom ad creative?

Advertise Your App recommends (but does not require) that you include your app logo, the name of your app, and a strong call-to-action.  Do not include the price of your app or any promotional offers associated with your app; because those may change during the duration of your campaign, we cannot accept advertisements with that information.  The Amazon Developer Blog also published tips for custom ads that you can review. All ad images are subject to review and must adhere to the Amazon Creative Acceptance Policies.

Q: My ad images are larger than the size restrictions.

To ensure that customers viewing your ads see them promptly, there are file weight (size in kilobytes) restrictions as outlined in the ad customization dialog. While Advertise Your App will attempt to compress files that are larger, some files may still exceed the limit and cannot be used for Advertise Your App ads. You can use image compression software to reduce the size of your image before you upload to ensure you are able to use your custom ad file.

Q: Can I use a combination of my own ads and Amazon generated ads in my campaign?

For mobile banners, you can use up to three ad designs for each ad size. These may be any combination of your own ad images and Amazon generated ad images.

Q: What if my custom ads (ad creative) are rejected?

If at least one ad creative for each mobile banner ad size is approved, your campaign will run.  Otherwise, your campaign will not run, and you will be notified of the reason(s) your ad images were rejected via email. Using an Amazon generated ad as one of your mobile banner selections gives the best chance that your campaign will run.

Q: Can I use Amazon's generated ads on other ad networks?

Ad images and designs are for use in Advertise Your App campaigns only.  They are not for use on other ad networks or platforms.

Q: If I change the price of my ad using Price Drop while an Advertise Your App campaign is running, which price shows on the ad images that are generated by Amazon?

Advertise Your App dynamically fetches the current price for Amazon generated advertisements when the ad is retrieved for display. The price will match the current selling price on the Amazon.com product page for that app, including any changes made before or during the campaign.

Q: Why are your interstitials square? How does the "safe zone" work?

The Amazon Advertising Platform uses a single image for interstitials in both portrait and landscape orientation, across a variety of device sizes and resolutions.  To be able to use the same image across many device sizes and types, your interstitial ad image should be designed with a background image at 2560x2560px and with all important content contained within a “safe zone” of 1360x1360px to guarantee that it will be visible and part of the tap target. Read more about how to set up your interstitial custom ad images.

Campaign Management

Q: What is my campaign status?

Your campaign may have one of the following statuses:

  • Under Review: If this is the first campaign you have submitted for an app or if the app has been revised since your last campaign, the campaign may show this state while it is reviewed for adherence to the Amazon Creative Acceptance Policies. If there are any issues found with your campaign, you will receive a notification in the Developer Console. 
  • Submitted: This campaign has been submitted and will go live on the designated start date. You may edit this campaign prior to the start date.
  • Active: This campaign is live.  Now that the campaign is running, only certain values, such as CPC, may be edited. You may end the campaign at any time. (We recommend allowing a campaign to run for at least 7 days.)
  • Ended: This campaign has finished and cannot be edited.

Q: When does my campaign end?

For campaigns with a start and end date, the campaign ends when you reach your maximum budget or at the specified campaign end date - whichever comes first. For recurring campaigns, the campaign will end if the cost-per-download limit is exceeded. You may also stop your campaigns at any time.

Q: How do I edit my campaign?

To edit a campaign, visit the Promotions page in Developer Console and select your campaign from the list or, for running campaigns, you can click to edit campaign on the Campaign Performance page.  Once your campaign is running, only certain values, such as CPC, may be editable. Note that Advertise Your App recommends that you allow your campaign to run for seven days so that your ad can be propagated to and receive attribution from offline devices.

Q: Can I change my existing campaign that has an end date to a recurring campaign after it has started running?

A running campaign with an end date can be changed to a recurring campaign. To edit a campaign's type, visit the Promotions page in Developer Console and select your campaign from the list or click to edit campaign on the Campaign Performance page. Click "Change" on the campaign page and select to create a recurring campaign (under "Duration").

Q: Can I set my recurring campaign to end on a specified date once it has started running?

Recurring campaigns can be edited to end on the next renewal date. To make this change, visit the Promotions page in Developer Console and select your campaign from the list or click to edit campaign on the Campaign Performance page. Click "Change" on the campaign page and select to end your campaign (under "Duration").

Reporting

Q: Why am I not seeing impressions for my newly created campaign?

It may take up to 48 hours for your campaign to be propagated to devices and for metrics to be received.

Q: Why am I not seeing conversions for my newly created campaign?

Advertise Your App uses a 7-day attribution window for conversions. This means our system will recognize when a user has viewed or clicked on your ad and has installed your app up to 7 days later. Additionally, it may take up to 48 hours after an install occurs for the associated conversion to be shown in reporting.

 Q: Why do I see conversions continue or increase after my campaign has ended? 

Advertise Your App uses a 7-day attribution window for conversions. This means our system will recognize when a user has viewed or clicked on your ad and has installed your app up to 7 days later. Since data population and processing can take up to 48 hours, your conversion reporting results can take up to 9 days after your campaign has ended to stabilize.  After that, there may be slight adjustments to traffic data from offline devices.

Q: I see an error on the Campaign Performance page that I need to integrate the Mobile Ads API or use a referrer tag. What does that mean? 

Advertise Your App displays conversion data associated with the Amazon Appstore.  We do not receive conversion data from other app stores, so we cannot provide installs or eCPA for non-Amazon app stores.  We recommend integration of the Mobile Ads API into both your Appstore and Google Play app binaries, as this will provide first start tracking associated with your campaign for all app stores.  (Instructions on how to do this for reporting are here. You are not required to include advertising in your app to get the benefit of improved metrics from API integration.)  If you do not want to integrate the Mobile Ads API but have already integrated a different metrics API, you can also choose to provide a Google Play referrer tag for your campaign. This will allow you to associate your Play installs with your Advertise Your App campaign for tracking via external Mobile Measurement Partners, such as Tune or Google Analytics.  Please note that metrics tracked by external partners will not be displayed in the Campaign Performance for Advertise Your App.

Q: How do I download metrics for my campaign? 

On the Campaign Performance page, click the download button (downward facing arrow) button in the upper right corner of the performance graph.  You can download a table of metrics in CSV format or download the graph image in JPEG, PNG, PDF, or SVG format. (Note that metrics will only be current as of the "Metrics last retrieved on:" date and time at the bottom of the graph. Your metrics may change for up to nine days after the current date.) 

Q: Why is my Campaign Performance conversions total higher or lower than my Amazon Appstore sales total? 

Conversions include all install actions attributed to your Advertise Your App ads.  Appstore sales include successful purchases only.  Your sales totals exclude installs on new devices from the same customer that previously purchased your app, purchases that later result in refund, and/or other purchase failures (e.g., chargebacks). Additionally, the reported conversion total only includes conversions attributed to your advertisements, not all sales during the selected period.

 Q: What is the difference between conversions from users who "saw" my ads and conversions from users who "clicked" my ads? 

If a customer saw your ad and then installed your app within the 7-day attribution window, this is reported as a conversion from a user who saw your ad, otherwise known as a view-based conversion. If a customer clicked your ad and then installed your app within the 7-day attribution window, this is reported as a conversion from a user who clicked your ad, otherwise known as a click-based conversion.

Q: How does Advertise Your App prioritize views vs. clicks when attributing conversions? 

If the same customer both saw and clicked your ad and then installed your app within the 7-day attribution window, this is reported as a conversion from a user who clicked your ad, otherwise known as a click-based conversion. (Note that, even if the view was more recent than the click, if both occurred in the attribution window, the conversion will be reported as a click-based conversion.)

Q: When I filter performance by app store, why don't I see conversion data for non-Amazon app stores (e.g., Google Play)? 

Advertise Your App displays conversion data associated with the Amazon Appstore.  We do not receive conversion data from other app stores, so we cannot provide installs or eCPA for non-Amazon app stores.  We recommend integration of the Mobile Ads API into both your Appstore and Google Play app binaries, as this will provide first start tracking associated with your campaign for all app stores.  (Instructions on how to do this for reporting are here. You are not required to include advertising in your app to get the benefit of improved metrics from API integration.)  If you do not want to integrate the Mobile Ads API but have already integrated a different metrics API, you can also choose to provide a Google Play referrer tag for your campaign. This will allow you to associate your Play installs with your Advertise Your App campaign for tracking via external Mobile Measurement Partners, such as Tune or Google Analytics.  Please note that metrics tracked by external partners will not be displayed in the Campaign Performance for Advertise Your App.

Q: What is included in the App Metrics tab? 

The App Metrics tab shows the Amazon Appstore revenue (from paid app and in-app purchases) from customers acquired as a result of your Advertise Your App campaigns for the selected app, over the lifetime of that app.  This purchase revenue total includes purchases of your app (if your app is not free), as well as in-app consumables, entitlements, and subscriptions.  App Metrics also includes a chart that graphs the purchase revenue over time as well as the periods when your app had an active Advertise Your App campaign.

Q: How do App Metrics help me evaluate my campaigns?

Revenue driven to your app by an ad campaign is an indicator of the value of your advertising campaigns.  Viewing this data in combination with your ad spend, total conversions, and overall engagement can help you decide how much to bid or spend on advertising for each of your apps.

Q: What revenue is included in the App Metrics totals?

This post-install revenue total includes purchases of your app (if your app is not free), as well as in-app consumables, entitlements, and subscriptions.  Only purchases made via the Amazon Appstore in US dollars are included.  Purchases in non-US currencies are not included, nor is revenue from sources other than Amazon Appstore.

Q: How long do you track/attribute revenue associated with a conversion?
Revenue is associated with your app for up to two years following the customer’s attributed conversion event.  Note that a new conversion by the same customer (e.g., re-engagement on a new device) will restart revenue attribution tracking for that customer. 

Q: Can I retrieve a list of customers who are driving purchase revenue?
App Metrics revenue data is only available in aggregate.  Average revenue per purchaser (total purchase revenue divided by total purchasers) is provided to help you estimate the value of the customers who downloaded your app as part of your Advertise Your App campaign. 

Q: Can I see how each of my campaigns has contributed to purchase revenue?
The graph indicates with shading when you had one or more active campaigns with Advertise Your App so that you can observe trends associated with active campaigns.

Definitions

Q: What are impressions?

An impression is generated every time your ad is displayed.

Q: What is a click?

A click is generated when a user clicks or taps your ad.  

Q: What is click-through rate?

Click-through rate is the number of clicks your ad generates divided by the number of times your ad is displayed (impressions).

Q: What is a conversion?

A conversion is generated when a user who clicked or viewed your ad campaign installs your app. Note that view-based conversions are subject to attribution.  If you are running multiple campaigns with Amazon, each conversion will be attributed to only one campaign.  We attribute conversions to your ads over a 7-day period from the time of the ad impression. (Note that conversions are not adjusted for refunds or purchase failures, such as chargebacks, after the initial purchase.) 

Q: What is eCPA?

eCPA means “effective cost per acquisition”.  This is your advertising spend divided by the total number of conversions.  

Q: What is total spend?

Total spend is the sum of all your campaign charges to date. 

Q: What is an ad creative?

Ad creative refers to the art or image that customers see as part of your advertisement.

Q: What is a Google Play referrer tag?

When directing users to the Google Play™ Store, you can use the Google Install Referrer with an external Mobile Measurement Partner (MMP), such as Tune or Google Analytics, to view how many of your conversions through Google Play were generated by your Advertise Your App campaign.  (Please note that these conversions will only be shown and recorded by your external partner.  To view non-Amazon app store conversion data in your Campaign Performance dashboard, integration of the Mobile Ads API for conversion tracking is required.)  Your Mobile Measurement Partner can provide more information about how to construct and use this tag with your app.

 

Troubleshooting

Q: The "Create Campaign" page looks broken or is missing images.

Ad blocking plug-ins, such as AdBlock Plus, will cause the Advertise Your App ads, previews, and campaign creation page to render incorrectly.  Please disable ad blocking plug-ins for the domain developer.amazon.com for the optimal browsing experience.

Q: My campaign was rejected for advertising.

Your advertisements are reviewed for acceptance versus the Amazon Creative Acceptance Policies for advertising. Some common reasons that campaigns are rejected for advertising include poor quality images or icons, typos in text, long titles that do not fit the creative, adult/mature content, culturally sensitive content, and content that is not localized for use in the United States.  

Q: I can't see ad previews when creating my campaign.

Ad blocking plug-ins, such as AdBlock Plus, will cause the Advertise Your App ads, previews, and campaign creation page to render incorrectly.  Please disable ad blocking plug-ins for the domain developer.amazon.com for the optimal browsing experience.

Q: My app is marked ineligible.

If your app just went live for the first time in the past 24-36 hours, the app is not ready for advertising.  Advertise Your App waits until your app's availability has propagated throughout the Amazon Appstore before the app is marked eligible for advertising.  If your app has been published/live in Amazon Appstore for more than 36 hours, other criteria have made it ineligible for advertising.  To be eligible for advertising on Advertise Your App, your app must be available for distribution in the United States via amazon.com, and your app must meet the Amazon Creative Acceptance Policies

Q: My latest app icon and/or title is not showing up in creative preview for Amazon's generated ad images.

First, confirm that your changes are showing up on the Amazon.com page for your app.  If the changes are very recent, they may not have propagated yet.  If they are showing up on Amazon.com but are not showing up in your creative preview in Advertise Your App, try clearing your browser cache and then refreshing the Advertise Your App creative preview page. Your browser may be caching the old image(s) from prior use of Advertise Your App.

Q: I started a campaign.  How can I find my ad?

Your ad is displayed based on audience segment targeting groups, app category, cost per click, available budget, and campaign dates. This means ad display is dynamic. You can see your ad impressions, clicks and conversion on the reporting page.

Q: What happens if the device on which my ad is shown doesn’t have Amazon Appstore installed?

If Google Play is enabled for your advertisement, customers who have neither the Amazon Appstore nor the Amazon App for Android installed on their device will be directed to Google Play, using the provided package name, to download your app.  If Google Play is not enabled for your advertisement and the customer has neither the Amazon Appstore nor the Amazon App for Android, clicking the ad will direct the customer to the app detail page on Amazon's website where they can learn more about the app.

Please note that, to track conversions through Google Play store, integration of the Mobile Ads API is required.

Q: I uploaded my own ad images, but I can't select them.

A maximum of three ad images can be selected for each mobile banner ad size. To select a new image, first de-select one of your ad images by clicking on it.

Q: I uploaded my own ad images, but the auto-generated ads are being used instead.

After you upload your custom ads, de-select the auto-generated creative and select your custom ads. The selected ads should have a checkmark on them. Before you submit your campaign, confirm that the creative preview tabs are showing your custom ads, not the auto-generated creative. Another possibility is that your custom ad images were rejected, if you selected a combination of custom ads and auto-generated ads.  You can also check the creative preview tab on the Campaign Performance page to confirm which of your custom ads were approved or rejected.  If your custom ads were rejected, the creative preview tab will reflect this.

 Q: I want to remove images from my ad image library.

Advertise Your App retains approved ad images that were used for at least one campaign in your ad image library for potential use on future campaign.  Deleting images is not supported.

 Q: Why must I add a credit card to edit a campaign?

Credit cards are associated with your Amazon account, not with your company or administrator. Every new Advertise Your App campaign and every change to an Advertise Your App campaign must be associated with a valid credit card that can accept the campaign's charges.

Q: Why must I add a credit card when I have entered a promo code for a promotional credit?

A valid credit card is required to run all Advertise Your App campaigns.  The credit card needs to be able to accept any charges you accrue that are above and beyond the promotional credit amount.

Q: Why is there no data being shown for my app in the App Metrics reporting tab?

The most common reason that no data is shown in the App Metrics reporting tab is that your app is a free app and does not include in-app purchasing.  Also, you may not see data in App Metrics reporting if your ad campaigns have not generated revenue through Amazon Appstore purchases or if your customers' purchases are in non-US currencies.