Recommended Aspect Ratio for Amazon Video Ads: A Full Guide

If you're asking what the recommended aspect ratio for Amazon video ads is, the honest answer is: it depends on where the ad runs. Amazon sells video inventory across several different products — Sponsored Brands video, Amazon DSP, and video on product pages and Stores — and each one favors a different shape. The safest starting point is to build a landscape 16:9 master if most of your budget goes to Sponsored Brands video or connected TV, and to also prepare square 1:1 and vertical 9:16 versions if you're buying through Amazon DSP across mobile apps and native placements.

Why there's no single recommended aspect ratio for Amazon video ads

Amazon isn't one ad surface — it's several. Sponsored Brands video shows up inside the search results feed, sitting next to other listings. Amazon DSP buys programmatic video across Amazon-owned pages, third-party apps, websites, and streaming devices like Fire TV. Product video on a detail page lives inside a fixed media module on the listing itself. Each of these containers was built for a particular shape of screen or feed, so the "right" ratio really means the right ratio for the specific placement you're buying.

This is similar to the challenge brands face when they try to run one video across TikTok, Reels and Shorts — the fix isn't to pick one universal ratio, it's to plan for the handful of shapes you'll actually need. If you haven't mapped that out for your other channels yet, the guide on how to choose aspect ratio for multi-platform ads walks through the same logic.

Amazon Sponsored Brands video: landscape 16:9 is the default

Sponsored Brands video ads appear directly in shopping search results, competing for attention against static product listings. Because that feed is built around a horizontal thumbnail, landscape 16:9 is the shape to design for first. Treat it like a short, horizontal commercial rather than a social-style vertical clip: the product should be clearly visible within the first few seconds, and on-screen text needs to stay large enough to read at the smaller thumbnail size the ad might render at before a shopper taps or hovers.

A few practical notes for this placement:

• Keep your hook and product shot in the first couple of seconds, since shoppers are scrolling a results page, not watching a dedicated video feed.
• Design for sound-off viewing first — captions and clear on-screen text matter more than voiceover here.
• Avoid cropping a vertical TikTok or Reels ad down to 16:9 after the fact; details and text placed for a tall frame often end up off-center or cut off in landscape.

Amazon DSP video ads: built for several ratios, not one

Amazon DSP (Demand-Side Platform) is where aspect ratio gets more complicated, because DSP doesn't buy one feed — it buys inventory across many different partners and formats. The shape you need depends entirely on where the impression is served.

Connected TV and streaming inventory

When DSP places your video on connected TV apps or streaming devices, the screen is horizontal, so landscape 16:9 is effectively mandatory. Vertical or square creative simply doesn't fit a television screen, so if any part of your DSP budget goes toward CTV or OTT placements, you need a proper 16:9 cut, not a stretched or letterboxed version of a vertical ad.

Mobile apps and native placements

Outside of CTV, DSP also buys space inside mobile apps and native ad units on third-party sites. This inventory behaves much more like standard mobile advertising, where square 1:1 and vertical 9:16 formats are common because they fill more of a phone screen and feel native to in-app feeds. If your DSP strategy leans mobile-first, having a vertical or square version ready matters as much as the landscape master does for CTV.

Other Amazon video spots: Posts, Stores and product pages

Beyond paid placements, Amazon Posts and Amazon Stores give brands additional spots to show video, and these tend to echo a feed-style, square or near-square shape rather than a widescreen one. Video on the product detail page itself usually sits inside the same media module as your product images, which is most often a landscape or square frame depending on the category and the device viewing it. None of these are places where a tall, TikTok-style vertical crop will look right without adjustment, so check the module shape before uploading a cut designed for a different channel.

Amazon video ad placements compared

Build once, export for every Amazon placement

Reshooting or redesigning a different video for every Amazon surface isn't practical for most teams. A better approach is to design one master with enough flexibility that it can be reframed into whatever ratio a given placement needs, without losing the product or the call to action.

1. Decide your primary master first. If most of your spend is Sponsored Brands video or CTV, build the master in landscape 16:9. If DSP's mobile and native inventory is the priority, build it vertical or square instead.
2. Keep the product, logo and key text inside a central safe zone. If you ever need to crop the same footage into 1:1, 4:5, 9:16 or 16:9, anything placed near the edges risks being cut off.
3. Write on-screen copy large enough to survive a size-down. Thumbnails in a search feed are smaller than a full-screen video player, so test your text at reduced size before finalizing.
4. Export every ratio you plan to run, rather than relying on Amazon's own auto-crop or letterboxing. A version you controlled the framing on will almost always look cleaner than an automatic resize.
5. Keep a silent-friendly version in mind for every cut, since autoplay in a feed or search page is often muted by default.

Common mistakes with aspect ratio on Amazon video ads

• Submitting a vertical social-style ad to Sponsored Brands video and getting it awkwardly letterboxed or cropped in the search feed.
• Assuming every DSP placement is mobile-first and skipping the landscape 16:9 version needed for CTV and OTT.
• Placing captions or logos right at the frame edge, so they disappear once the creative is reframed into a different ratio.
• Designing only for sound-on viewing and losing the message entirely when the ad autoplays muted.
• Treating one aspect ratio decision as final rather than testing how the same message performs across the shapes available to a given placement.

How FrameNotion fits into an Amazon video ad workflow

FrameNotion is built around producing one strong 30-second vertical ad from a product link or page, with an AI voiceover, music, sound effects and word-by-word captions included, and every ad is also made to work with sound off. For Amazon specifically, the useful part is that every finished ad automatically comes as 4:5, 1:1 and 16:9 as well as the original 9:16 — which covers most of the ratios discussed above, including the landscape 16:9 version you'd want as a starting master for Sponsored Brands video or DSP's CTV inventory, and the square or vertical cuts that work for mobile app and native DSP placements.

FrameNotion doesn't publish directly to Amazon's ad console or report on ad performance — you still download the finished files and upload them yourself, and you should always confirm the current file and length requirements inside Amazon's own ad setup before submitting. What it does handle is the design-once, export-everywhere problem: rather than commissioning separate landscape and vertical edits, you get all four ratios from a single 10–20 minute job, which you can then route to the Amazon placement each shape fits best. You can see finished examples on the examples page, check how the process works on the features page, or compare plans — the first ad is free — on pricing.

If you're also running the same campaign on TikTok, Reels or Shorts alongside Amazon, it's worth reading 4:5 vs 9:16 video ratio for paid social ads to see how the same reframing logic applies across those feeds too.