Amazon Ad Creative Specs, Sponsored Brands Creative Requirements, and Amazon Ads Creative Guidelines
Amazon runs the strictest creative moderation of any major ad platform, and it publishes the rules across half a dozen separate spec pages. This page pulls the numbers that actually get an asset accepted into one table, then explains the three rules that cause most rejections. Generate the creative and the copy at the top of this page, check it against the table, upload it in your own Amazon Ads console.
Flat pricing, no credits · Updated August 2026
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Direct answer
Amazon ad creative specs are the size, file, and content rules an asset must meet before Amazon Ads moderation will run it. Custom images are accepted at 1200 x 628 px for wide 1.91:1, 1200 x 1200 px for square, and 900 x 1600 px for tall 9:16, with an absolute floor of 600 x 600 px and a 5 MB cap in JPEG or PNG. Brand logos must be 1:1 and at least 400 x 400 px. Headlines cap at 50 characters, brand name at 25, Amazon DSP body text at 100, and disclaimers at 60. Moderation usually clears in 24 hours and can take up to 72.
The problem
Amazon publishes these numbers in three different places and they do not agree in tone, so sellers guess. The guess costs a moderation cycle: you upload, wait a day, get a rejection notice that says the creative did not meet guidelines without saying which line it broke, and rebuild. Agencies running dozens of ASINs eat that cycle repeatedly, and the assets that keep failing are usually the ones a designer exported at the right pixel size but the wrong background, weight, or text density.
How Adscreator handles it
Adscreator produces Amazon creative from one input. Give it a product URL or product details and it writes headline options inside the 50 character cap, generates on brand lifestyle and brand imagery, and outputs the creative at the wide, square, and tall ratios Amazon accepts, in one pass. You get variants so you can test which image and which headline lift click through rather than shipping one guess. Adscreator never connects to your seller account, never touches your bids, and never uploads on your behalf: you export the assets and load them in Amazon Ads yourself, which keeps the account permissions where they belong.
specs
Amazon ad creative specs: the numbers moderation actually checks.
Every figure below comes from Amazon Ads own spec and moderation documentation, not from a third party summary. The right hand column is the rule most often missed for that asset.
| Creative asset | Recommended size | Accepted minimum | File type and weight | Rule most often missed |
|---|---|---|---|---|
| Custom image, wide 1.91:1 | 1200 x 628 px | 600 x 314 px | JPEG or PNG, 5 MB max | Cannot sit on a white or transparent background |
| Custom image, square 1:1 | 1200 x 1200 px | 600 x 600 px | JPEG or PNG, 5 MB max | No pricing or savings claims anywhere in the image |
| Custom image, tall 9:16 | 900 x 1600 px | 338 x 600 px | JPEG or PNG, 5 MB max | No call to action button or CTA text in the image |
| Brand logo | 1:1, above 400 x 400 px | 400 x 400 px | JPG, GIF or PNG, 1,000 KB max | Must be your registered logo, never a combination of logos |
| Headline | Up to 50 characters | 50 character hard cap | Text field | Sentence case only: no Title Case and no ALL CAPS |
| Brand name | Up to 25 characters | 25 character hard cap | Text field | The brand must appear in the logo or the headline |
| Body text, Amazon DSP | Up to 100 characters | 100 character hard cap | Text field | No unsubstantiated superiority claims such as best |
| Disclaimer | Up to 60 characters | 60 character hard cap | Text field | Required for regulated categories, ignored elsewhere |
Sources: Amazon Ads asset based and Brand Store creative specs, Amazon Ads ecommerce display creative specs, and the Amazon Ads Sponsored Brands and display moderation guide. Amazon states 72 ppi as the resolution requirement and asks that ads be submitted about a week before launch, because moderation usually clears within 24 hours but is allowed up to 72.
The white background rule inverts between your logo and your custom image
This is the single most common Amazon creative rejection and it happens because two rules that sound identical point in opposite directions. Your brand logo must fill the frame or sit on a white or transparent background. Your custom lifestyle image must not be on a white or transparent background, and must not feature an individual brand logo. So the asset that has to be cut out is the logo, and the asset that must never look cut out is the image. Designers who export both from the same template usually get one of them wrong. The reason behind the rule is that Amazon composites your logo into an ad frame it controls, so a logo with a colored backdrop shows as a visible box inside the unit, while a custom image is meant to read as a photograph of the product in context rather than a second product shot. Amazon states this directly: custom images cannot show individual or multiple product images on a solid or transparent background. If your custom image is a packshot on white, it is not a custom image by Amazon definition, it is your catalog photo again, and moderation treats it that way.
Every Amazon text field is 50 characters or fewer and moderation reads case, not just length
The character caps are tight and they are hard limits: 50 for the headline, 25 for the brand name, 100 for Amazon DSP body text, 60 for a disclaimer. What catches people out is that Amazon also moderates the shape of the text inside those caps. Uppercase has to follow sentence case. Title Case, ALL CAPS, tOGGLE cAse and MIXED case are all grounds for rejection, which means the headline conventions that work fine on Google Ads and Meta will fail here. Repeated punctuation fails too: more than about two instances of question marks or exclamation points in a headline gets flagged. Pricing and savings claims are not allowed in the headline any more than in the image, and superiority language like best or top selling has to be substantiated or removed. Amazon also names spelling, typos, and grammar as one of the top reasons ads are rejected at all, which is worth taking literally rather than as boilerplate. A 50 character headline gives you roughly seven words, and every one of them is being read.
Fixed size display units have KB weight caps that a design export will blow past
Responsive creative is forgiving: 5 MB, JPEG or PNG, minimum 600 x 600. Amazon fixed size ecommerce display units are not. Most sizes cap at 100 KB. The exceptions are 980 x 55 px and 970 x 250 px at 150 KB, and 728 x 90 px at 60 KB. A 100 KB ceiling on a banner is a 2009 era constraint and a modern design tool will not respect it unless you tell it to. The source images for those units are also larger than the unit itself, because Amazon downsamples: 300 x 250 and 336 x 280 take a 900 x 480 px source, 160 x 600 and 300 x 600 take 600 x 1020, 728 x 90 takes 1140 x 180, and 970 x 250 takes 952 x 500. Logos for these units run on different numbers again, at least 600 px wide and 100 px tall, up to 1,000 KB, in JPG, GIF or PNG. The practical consequence is that a seller who has cleared Sponsored Brands moderation still has a second, unrelated spec sheet to satisfy before display runs, and the failure mode there is file weight rather than content.
Sponsored Brands, Sponsored Display, and Amazon DSP draw on the same brand assets differently
Sponsored Products needs no creative at all: it runs on the listing photo you already have, which is why most sellers stop there. Sponsored Brands is the first format that needs real assets, a registered brand logo, a headline, and either a custom image or video alongside multiple products, and it is gated behind Amazon Brand Registry enrollment for sellers. Sponsored Display now accepts a headline, a logo, and a lifestyle image in any combination, so you can add one asset at a time rather than building a full set. Amazon DSP sits outside Seller Central entirely and adds body text and disclaimer fields on top. The overlap matters when you are producing: one 1200 x 1200 square image, one 1200 x 628 wide image, one 900 x 1600 tall image, one square logo above 400 x 400, and one headline under 50 characters will cover the responsive requirements of all three surfaces. That is five assets, not fifteen, and it is the set worth generating first.
What a 72 hour moderation queue actually costs a seller running many ASINs
Amazon says default language campaigns usually complete moderation within 24 hours, manually translated campaigns can take up to 72, and advises submitting at least a week before launch. Read that as a planning constraint rather than a service level. If you are launching around a Prime event or a Q4 window, one rejection cycle on a Friday can cost the whole weekend, because you do not learn which rule you broke until the notice arrives and the rebuild goes back to the end of the queue. For an agency with thirty ASINs across five brands, the cost is not the design time, it is that a single systematic mistake, a logo exported on a cream background, a Title Case headline template, replicates across every asset in the batch and fails all of them at once. That is the argument for generating creative against the spec rather than designing first and checking after: it front loads the constraint into the output instead of discovering it a day later.
what it uses
The features behind amazon ad creative.
questions
Amazon ad creative: the questions people ask.
What are the Amazon ad creative specs?
Custom images are accepted at 1200 x 628 px wide, 1200 x 1200 px square, and 900 x 1600 px tall, with a 600 x 600 px floor and a 5 MB cap in JPEG or PNG. Brand logos are 1:1 and at least 400 x 400 px. Headlines cap at 50 characters and brand names at 25.
What size should Amazon Sponsored Brands images be?
Use 1200 x 628 px for the wide 1.91:1 custom image, 1200 x 1200 px for square, and 900 x 1600 px for tall 9:16. Amazon accepts down to 600 x 600 px but that is an acceptance floor, not a quality target, and the file must stay under 5 MB at 72 ppi.
What is the Amazon Sponsored Brands headline character limit?
Fifty characters. Brand name is capped at 25 characters, Amazon DSP body text at 100, and disclaimers at 60. The headline must be sentence case, cannot repeat question or exclamation marks, and cannot contain pricing or savings claims or unsubstantiated superiority language.
Can you put text on an Amazon custom image?
Only text that is naturally present in the scene, such as packaging copy. Amazon prohibits added text overlays, call to action buttons, logos, and pricing or savings claims inside the custom image, and rejects images with crowded, poorly cropped, or illegible elements. All ad messaging belongs in the headline field.
Why was my Amazon ad creative rejected?
The most common causes are a logo that is not on white or transparent, a custom image that is on white or transparent, added text or a CTA in the image, a Title Case or ALL CAPS headline, a pricing claim, or a spelling error. Amazon names spelling, typos, and grammar among its top rejection reasons.
How long does Amazon ad creative moderation take?
Campaigns in the default language usually clear within 24 hours. Manually translated campaigns can take up to 72 hours. Amazon advises submitting ads at least one week before your intended launch date, because a rejection restarts the queue rather than resuming it.
Do you need Brand Registry to run Sponsored Brands?
Yes for sellers. Amazon states that Sponsored Brands is available to sellers enrolled in the Amazon Brand Registry, to vendors, and to agencies. You also have to use your own registered brand logo, not the logo of a brand you resell, unless you hold the legal right to use it.
How much does an Amazon ad creative generator cost?
Adscreator is not open for purchase yet; planned pricing is flat monthly at $39 on Starter, or $29 a month billed yearly, with no per image credits so covering a full catalog of ASINs does not multiply the bill. You can join the waitlist on the pricing page.
▪ keep reading
Specs are one half of the job and the build is the other. The Amazon ad maker covers the Sponsored Brands and Sponsored Display creative workflow end to end, the product ad maker covers single product creative in depth, and the ecommerce ad creative generator covers the wider store build.
Amazon is rarely the only channel a seller runs. Catalog ads covers the feed sourced formats on Meta, TikTok, and Pinterest, where the product feed rather than an uploaded file supplies the creative, and Shopify ad maker covers the same catalog when the store is the source of truth.
If you want the equivalent numbers for the other platforms, Meta ad sizes covers the 1440 series Facebook and Instagram now recommend, and display ad maker covers the Google Display Network size set that Amazon fixed size units broadly mirror.
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