Overview

Amazon has published an official advertising checklist for the upcoming Black Friday and Cyber Monday weekend, outlining how sellers should fine‑tune ad creative, ready their Amazon Storefronts, and stay within promotional‑messaging rules. The guidance arrives just as holiday traffic spikes, and sellers who adopt it can expect better ad visibility and higher conversion rates during the most competitive shopping days of the year.

Key Points

• Creative size matters — Use large, high‑resolution product images; a 1000 × 1000 px photo of a kitchen mixer performed better than a thumbnail in a recent test.
• Single‑product focus — Ads that showcase one item at a time, such as a single pair of headphones, generate 12 % more clicks than multi‑product collages.
• Color beats white — Product shots with vivid backgrounds outperformed plain white‑background images by roughly 8 % in click‑through rates during prior holiday events.
• Logo prominence — Placing a recognizable brand logo inside a colored frame lifted click‑through rates for a well‑known snack brand by 15 % in the last Cyber Monday.
• Responsive creative required — Using Amazon’s responsive ad format automatically adjusts layout for desktop, mobile, and tablet, reducing manual design time by up to 30 %.
• Storefront widget compliance — Promotional text is only accepted inside the deals‑store widget; banners placed elsewhere caused a 20 % increase in ad rejections last season.

How the Advertising Checklist Works

1. Select high‑impact imagery — Choose a single product photo that fills the ad canvas; for example, a 24‑inch smart TV displayed at full width with the “30 % off” badge in the corner.
2. Apply color contrast — Add a bright background or colored frame around the product; a red‑bordered coffee maker image attracted twice as many clicks as the same image on a neutral gray.
3. Insert concise copy — Limit text to a headline and a value proposition, such as “Ultra‑soft sheets – 40 % off today.” Long descriptions are trimmed automatically on mobile.