Amazon DSP HTML5 banner specs

Amazon's demand-side platform, served across Amazon's own sites and apps as well as third-party inventory. Takes a hosted HTML5 ZIP whose entry file may load only its own assets or the adkit SDK from adkit-advertising.amazon - third-party CDNs and any other external URL are refused. The click is wired through the SDK's clickthrough function rather than a clickTag variable, and the destination is entered in the platform, not written into the file.

Sourced from Amazon DSP documentation · 22 September 2026Foldwrap exports to Amazon DSP

Also known as Amazon Advertising, Amazon Ads, Amazon Demand Side Platform, Amazon Demand-Side Platform, AAP.

Check a ZIP against Amazon DSPExport a bundle for Amazon DSP

Amazon DSP banner requirements

CategoryDSP
RegionsGLOBAL
Maximum ZIP size200 KB zipped
Maximum initial load200 KB
Entry fileindex.html
ZIP structureEntry file must sit at the ZIP root
Ad size meta tagRequired — width={w},height={h}
External assetsApproved hosts only
External fontsMust be bundled in the ZIP
CDN librariesMust be bundled in the ZIP
Click methodvendor click API
Click URL at exportLeft empty — the platform sets it when the ad is trafficked
Multiple click destinationsOne click area per banner
Maximum animation length15s
Maximum loops3
Animation must stopYes, once the limit is reached
Backup imageRequired alongside the HTML5 creative

Official requirements Also from Amazon DSP: Create a standard display ad on Amazon DSP (HTML5 packaging and SDK), Supply and format-specific requirements (animation loops), Content Non-Approval Codes (animation duration and loop policy), Amazon DSP desktop and mobile web static display ads (file weight), Amazon DSP mobile app static banner ads (initial file load).

Amazon DSP required scripts

Amazon DSP requires its own library in the document. Foldwrap adds it automatically on export.

https://adkit-advertising.amazon/sdk/SDKLoader.js
<script src="https://adkit-advertising.amazon/sdk/SDKLoader.js"></script>

The adkit HTML5 SDK loader. Must load before SDK.clickThrough() is called, so it goes in <head>; the click handler on the creative calls the SDK and Amazon opens the destination entered in the platform.

Why Amazon DSP rejects a banner

These are the rules Foldwrap checks a package against before it is delivered to Amazon DSP. Each is derived from the requirements above, so a constraint Amazon DSP does not state is not checked and is not listed.

  • errorad.size meta tag missingAdd <meta name="ad.size" content="width=300,height=250"> to the head.
  • errorAnimation runs longer than allowedShorten the timeline or reduce the loop count.
  • errorEntry HTML is not at the ZIP rootRe-zip the contents, not the containing folder.
  • errorExceeds size limitCompress images, subset fonts to the glyphs actually used, and drop unused assets.
  • errorExternal reference not permittedInline or bundle the asset instead of loading it from an external host.
  • errorFont loaded from an external domainExport with fonts embedded in the package.
  • errorNo entry HTMLAdd index.html at the ZIP root.
  • errorReferenced asset is not in the packageRe-export the creative so every referenced asset is bundled.
  • errorRequired platform script missingRe-export for Amazon DSP - Foldwrap adds this script automatically.
  • errorRequired script must load first
  • errorToo many animation loops
  • warningad.size does not match the creativeRe-export so the declared size matches the canvas.
  • warningBackup image not included
  • warningElement destinations flatten hereKeep a target that supports element destinations in the set, or set a default click URL that suits every element.

Foldwrap runs these checks on every package it exports for Amazon DSP, and names the creative and the constraint when one fails.

Sources

Every figure above, with the document it came from and the date we read it.

  • You can't include an external link directly in your HTML5 zip file. Within your zip file, call the clickthrough function provided by the SDK to indicate which element inside the zip file should direct to the destination URL when clicked.

    advertising.amazon.com · retrieved 22 September 2026

  • <div id="animation_container" style="..." onclick="SDK.clickThrough();"></div>

    advertising.amazon.com · retrieved 22 September 2026

  • onclick="SDK.clickThrough();"

    advertising.amazon.com · retrieved 22 September 2026

  • Destination URL: Enter the link that the ad will navigate to when clicked.

    advertising.amazon.com · retrieved 22 September 2026

  • Within your zip file, call the clickthrough function provided by the SDK to indicate which element inside the zip file should direct to the destination URL when clicked.

    advertising.amazon.com · retrieved 22 September 2026

  • Load the SDK for HTML5 creatives before using it <script type="text/javascript" src="https://adkit-advertising.amazon/sdk/SDKLoader.js" />

    advertising.amazon.com · retrieved 22 September 2026

  • Only use inline JavaScript or scripts sourced from adkit-advertising.amazon. ... Zip files cannot contain: External URLs to any domain other than adkit-advertising.amazon; Third-party CDNs; Absolute URLs to other Amazon domains; Runtime network requests to fetch external resources.

    advertising.amazon.com · retrieved 22 September 2026

  • External URLs to any domain other than adkit-advertising.amazon

    advertising.amazon.com · retrieved 22 September 2026

  • fonts (optional): woff, eot (The font files should be placed in the root folder.

    advertising.amazon.com · retrieved 22 September 2026

  • Zip files cannot contain ... Third-party CDNs

    advertising.amazon.com · retrieved 22 September 2026

  • In the head tag, include: meta name="ad.size" content="width=300,height=250"

    advertising.amazon.com · retrieved 22 September 2026

  • Upload components: index.html (required)

    advertising.amazon.com · retrieved 22 September 2026

  • Local files: Relative paths within your ZIP (e.g.,./index.html, scripts/animation.js)

    advertising.amazon.com · retrieved 22 September 2026 · likely

  • Local files: Relative paths within your ZIP (e.g.,./index.html, scripts/animation.js)

    advertising.amazon.com · retrieved 22 September 2026

  • index.js (optional); config.js (optional); images (optional): png, jpg, jpeg, gif; fonts (optional): woff, eot

    advertising.amazon.com · retrieved 22 September 2026 · likely

  • Medium Rectangle 300 x 250 px 300 x 250 px 200 kb HTML, 40 kb static (50 kb FR, IT, ES, JP) JPG / PNG-8

    advertising.amazon.com · retrieved 22 September 2026 · likely

  • Max. File Weight

    advertising.amazon.com · retrieved 22 September 2026 · likely

  • Rich media ads (Third-party served only) ... Max. Initial File Load ... 300 x 250 200 kb HTML

    advertising.amazon.com · retrieved 22 September 2026

  • Animates longer than 15 seconds which violates our policy while running on Amazon. Please reduce animation to under 15 seconds with no more than 3 loops.

    advertising.amazon.com · retrieved 22 September 2026

  • Animations may not loop more than 3 times

    advertising.amazon.com · retrieved 22 September 2026

  • Please reduce animation to under 15 seconds with no more than 3 loops.

    advertising.amazon.com · retrieved 22 September 2026

  • Backup image (required): Upload a static PNG or JPG with the same dimensions as your ad (must be less than 500 KB). This displays as a fallback in unsupported browsers or when ad variations are unavailable.

    advertising.amazon.com · retrieved 22 September 2026

  • Upload a static PNG or JPG with the same dimensions as your ad (must be less than 500 KB).

    advertising.amazon.com · retrieved 22 September 2026

  • Upload a static PNG or JPG with the same dimensions as your ad

    advertising.amazon.com · retrieved 22 September 2026

Frequently asked

What is the maximum file size for a Amazon DSP HTML5 banner?
Amazon DSP accepts an HTML5 package up to 200 KB zipped. Note what the cap measures: a bundle can compress under the limit and still be refused if the figure is taken unzipped.
Can a Amazon DSP banner have more than one clickable link?
No. Amazon DSP takes a single click destination for the whole banner, so every click goes to the same page regardless of which element was clicked.
Can a Amazon DSP banner load fonts or scripts from a CDN?
Amazon DSP permits external hosts only from an approved list. Anything outside it must be bundled inside the ZIP.

Other platforms

Compare every platform side by side, or produce a Amazon DSP-ready bundle from an approved Figma design with Foldwrap.