Creative for Amazon listings and brand pages
Listing images, infographics, A+ visuals, Brand Store tiles and listing video, each mapped to the Amazon slot it fills and checked against that slot's rules before upload.
An Amazon creative agency starts from the listing, not from a mood board. Every image, infographic, A+ visual, Store tile and video has a slot, a brief and a check before it goes live. The work follows the listing, slot by slot.
What every Amazon creative project includes
The starting point
An Amazon creative agency has to start from the listing, because the listing decides where each image goes. A generic brand design can look right on its own and still fail in the slot it lands in. The same image can read clearly in a gallery and be unreadable as a thumbnail, or pass one rule set and fail another.
Good Amazon product creative is planned from the listing outward, not made as a set of pictures. The result is a set of assets that agree with each other, with the copy and with the keyword. Buyers rarely need more images. They need the right image in the right order for the question the shopper is asking at that point.
A worked example makes the point. Take a product with three claims: it is easy to clean, it is sold in two sizes, and it comes with a care guide. The main image shows the product and nothing else. The first gallery image shows the easy clean. The second shows the two sizes side by side. The care guide moves to an A+ module, where there is room to explain it. Each claim has one slot, and none is repeated in a place where it does not belong.
Not this service when: the listing already has a complete image set and A+ modules that pass the checks. Then a creative review comes before any new work, and the review says which parts already work.
Amazon's own tools
Amazon provides tools that help with listing content and testing. They are useful, and they have limits that matter for creative work.
Manage Your Experiments lets eligible brands test images and A+ copy against the original. Eligibility and setup depend on the account, so we confirm them before a test is planned, not after.
A+ Content and Brand Store need Brand Registry. Where the account is eligible, these surfaces are open to the brand. Where it is not, the work is planned for the surfaces that are open, and the gap is stated at the audit.
Amazon's rules set what each image can contain, and the upload checks apply them. The tools do not brief a design, map an asset to its slot, or decide which claim belongs on which image. That work sits between the listing and the upload, and it is the part a creative service adds.
| Part of the work | Amazon's tools | Our service |
|---|---|---|
| Slot mapping | Not part of the tools | Each asset mapped to its Amazon slot |
| Brief per ASIN | Not part of the tools | Claims, keyword and buyer question agreed first |
| Rule check before upload | Upload checks against Amazon's rules | Checks run per slot before upload, with a record |
| Surface-specific checks | Set by Amazon for each surface | Checked against each surface's rules, at mobile size too |
| Measurement with eligible tests | Experiment tools, where the account is eligible | Tests planned and read against an agreed period |
The slot map
Each Amazon surface has a job, and each asset has a place. The table below is the working map for a listing. The numbers match the slots in the graphic at the top of this page.
Owners are named by role. Design builds the asset, and a separate rule check reads it before upload. The same person does not both build and approve an asset, so the check stays independent of the design.
| Slot | Asset | Rule set | Owner |
|---|---|---|---|
| 1 | Main image | Amazon's main image rules, checked before upload | Design, then rule check |
| 2 | Gallery images | Amazon's gallery rules, with text legible at mobile size | Design, then rule check |
| 3 | Infographic | Claims matched to the listing, with text legible at mobile size | Brief, then claim check |
| 4 | A+ module visual | Module size and text limits for each module type | Visual by us; module copy by the A+ service |
| 5 | Brand Store tile | Tile size and link target for the Store | Design, then build with the Store service |
| 6 | Listing video | Video specs and captions, verified before publish | Storyboard and edit; filming with a partner |
Read down the table and the shopper's path shows. The main image makes the first decision, whether to click. The gallery answers the questions that follow. The infographic carries claims that need more room. The A+ module and Store tile carry the longer story, and the video is the last slot, for a shopper who wants to see the product move.
The rule sets in the third column are read against Amazon's current help pages on the day of the check. No size or limit is stated here until it has been verified, and the check sheet records the source it was read from.
What we make
The service covers the visual assets that sell on a detail page or a brand page. Amazon creative services only work when each piece is built for its place, so the list below is the scope. Six cards set out what we make, and where some of the work goes to another service.
The main image layout and the gallery images behind it, built to the rules of each slot.
Feature callouts and comparison graphics for the gallery, with the text checked against the listing's claims.
Layout, image set and graphic elements for each A+ module. The module copy is written by the A+ service.
Module copy: A+ content serviceTile visuals and the visual system for the Store, where the brand has one or is adding one.
Store build: Store set-up serviceStoryboard, edit and cut-downs from the client's footage. Filming is routed to a partner.
Filming: partnerThe claims, keyword, buyer question and slot map for each ASIN, agreed before any design starts.
Some work sits with other services, and we link to them rather than repeat them. Product photography and image editing sit with the photography service. Listing copy sits with the listing service. Sponsored ads creative sits with advertising management.
Each card names the slot it serves. A brief that touches three cards is handled as one piece of work, so the infographic and the A+ visual do not repeat the same claim in two places with different wording.
Each asset needs a specific set of facts from the brief before design starts. A main image needs the product, the angle, the colour and the rule set for its slot. A gallery image needs one claim and the question it answers. An infographic needs its claims in order, the source for each, and text that holds at mobile size. An A+ visual needs the module type and the copy it sits beside. A Store tile needs the Store layout and the link it points to. A video needs the storyboard, the footage, the captions and the cut lengths each placement requires.
Not this service when: the only need is ad creative for campaigns. Then the advertising management service is the right route, and it plans the creative with the bids.
Two routes
There are two ways to buy this work. The right one depends on who uploads, who runs the advertising and who owns the listing copy. Neither route is the better choice in every case.
Creative only
We deliver the finished files, the slot map and the approval record. Your team or your partner uploads the assets and runs the listing. This route suits a brand whose listing and advertising teams already work well together.
Full service
The creative sits with the account and advertising team, so the images, the copy and the bids are planned together. The full-service route is described on its own page.
See the full-service pageThree questions decide it.
A worked case helps. Take a brand whose advertising is run by an outside agency, and whose listing team uploads its own pages. Creative only fits that brand: the files, the slot map and the approval record go to the listing team, and the advertising agency keeps its own plan. A brand with no advertising team and a thin listing team is the opposite case, and full service fits it better.
The choice can change later. A creative only project can move to full service once the account plan is ready, and the slot map and the approval record carry across without rework.
Before upload
Every asset goes through the same six checks before it is uploaded or delivered. Each check has a number, so a failed check can be found and fixed.
White background, product fill, and no text, logos or props, as Amazon sets them for the main image.
Legible at mobile size. Every claim in the text matched to the listing.
Size and text limits for each module type, checked before publish.
Tile sizes and link targets for the Store, checked against the Store's own layout.
Format, length and captions, checked before publish.
Every claim, unit and number matched to the source listing.
Rules change, so the limits are read from Amazon's own help pages on the day of the check, and not from memory or from a copy of an old rule sheet. A failed check is logged with its number and fixed before the asset moves on.
On a phone, the main image is seen at a small size, so the check looks at the image at that size as well as at full size. Text that reads well on a large screen can be unreadable as a thumbnail, and the check catches that before upload.
Disclosure
AI tools can help with layout, backgrounds and draft visuals. We state where they are used, and we disclose it in the notes that travel with each file.
We think the disclosure should be as plain as the rest of the copy. A client should be able to tell, from the file notes alone, which parts of an image were made by a person and which were generated.
Not this service when: a client asks for generated images with no disclosure. We do not produce those.
How a project runs
Each project follows six steps. The client sees the output of each step before the next one starts.
The listing, the images, the A+ and Store status, and the Brand Registry status.
Output: slot mapClaims, keyword, buyer question and image order for each ASIN.
Output: brief per ASINLayout options for the main image, gallery, infographics, A+ visuals and Store tiles.
Output: concept setFinal files at the required sizes and formats.
Output: finished filesSlot rules, mobile legibility and claims matched to the listing.
Output: check resultsOne revision round, then upload where access is granted, or delivery of files.
Output: approved filesA brief is the document everything else depends on, so it is written before any design starts. It holds the claims in the order the shopper meets them, the keyword and the buyer question, the slot each claim goes to, and the source each claim is read from. A design that cannot be traced back to the brief is sent back before it reaches the rule check.
A brief holds:
Projects can start at a later step when the earlier work already exists. The audit records which steps were skipped and why, so the file shows what was reused.
After the change
A creative change is tested on one ASIN before the range moves. The test is set up and read against a period agreed at the start, so the result is not chosen after the fact.
Choose one ASIN and one change. Write the question the test answers before it starts, and agree the period it runs for.
Amazon's experiment tools are used where the account is eligible. Where it is not, the change is read against the period before, and the limits of that read are stated.
Results are reported as found, including results that do not support the change. A flat result is reported as flat.
A useful read names the change, the ASIN, the period and the measure before the test starts. It also names what a flat result would look like, so a flat result is not explained away later. Where traffic is too low for a clear read, the report says so, and a short period is not stretched into a verdict.
We do not promise a click, a conversion or a ranking change. We report what the test shows, and we say what it does not show. A single ASIN and a short period cannot prove a change works across a range, so the next step is always a decision made with the data in hand.
Files and after launch
The client owns the final files. Source files and the approval record are delivered with them, in the agreed formats.
We upload only where the client grants access. Otherwise the files are delivered, and the client's team uploads them.
One revision round per asset is included before approval.
The approval record is the file that answers later questions. It lists each asset, its slot, the check it passed, the revision made, and the person who approved it. A question about one image can be answered from that record without rebuilding the set.
After launch, assets are reviewed when the listing or the product changes. No automatic refresh is promised. A review is briefed, built and checked the same way as the first set, and it starts from the approval record rather than from memory.
Why us
We work on listing copy, A+ content, product photography, Brand Store set-up, advertising and account management. Creative is planned alongside the rest of the listing, so the images, the copy and the keyword agree with one another.
The brief uses the same claims and keyword as the copy.
Each asset is checked against the rules of the slot it fills.
Creative only or full service, chosen at the start.
Test results are reported as found.
Client stories and samples are shown only with written consent.
No figures appear on this page until they are confirmed against our own records.
Questions
An Amazon creative agency makes the visual assets that sit on a listing and a brand page: the main image, the gallery, infographics, A+ visuals, Brand Store tiles and listing video. Each asset is briefed to a slot and checked against that slot's rules before upload.
Yes. The creative only route delivers finished files, the slot map and the approval record. Your team or your partner uploads the assets and runs the listing. Both routes start from the same brief, so switching later does not mean starting again. The full-service route is described on its own page.
The default scope is listing images, infographics, A+ visuals, Brand Store tiles, and listing video storyboarded and edited from client footage. Listing copy, photography, Store build and ad creative sit with their own services, and we link to them.
Not in the default scope. Ad creative is routed to the advertising management service, which plans it alongside the bids and the campaign structure.
Sometimes, for layout, backgrounds and draft visuals. Each file that uses generated content carries a disclosure note. Generated people carry Amazon's synthetic-performer tag where it applies, and a generated product image is never shown as a photograph.
Each asset goes through six checks before upload. They cover the main image rules, gallery and infographic text, A+ module limits, Brand Store tile sizes, video specs and claims. The limits are read from Amazon's own help pages on the day of the check. A failed check is logged and fixed before the asset moves on.
A+ module copy sits with our A+ content service. We design the visual layout and the image set for each module, and the copy is written and checked in that service before upload.
The client owns the final files. Source files and the approval record come with them. Assets are reviewed when the listing or product changes, and that review is briefed and checked the same way as the first set.
One revision round per asset before approval is the default. Any further rounds are agreed before the work starts, so the scope is clear from the first day.
A change is tested on one ASIN before the range moves, using Amazon's experiment tools where the account is eligible. We report what the test shows, including results that do not support the change.
Next step
Send us the current listing, its images and the slots that matter most. We will show you the slot map for one ASIN, so you can see the plan before anything is built. Start with one product.
A listing creative review covers:
Both routes start from the same brief, so switching later does not mean starting again.
