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Outbound marketing overview

Self-service marketing allows select Prime Video Channels content providers to create, schedule and preview channel-level marketing engagement email messages through a newly created CRM tool accessible through Video Central.

After onboarding to self-service marketing, Channels content partners can access a template that allows for the creation of newsletter and tentpole title marketing style email campaigns. In addition, content partners can view and edit automated lifecycle marketing email messages by the Prime Video Channels Marketing team. You can select a lifecycle marketing segment to override and update select components to the automated lifecycle programs.

After marketing is enabled for your channel, the Marketing tab appears on the navigation bar.

Video demo

A video demo for the Self-Service Marketing Tool is available.

Video: Self-Service Marketing Tool demo

Features and options

On the Campaigns tab, create, edit, and schedule email marketing campaigns. You can track KPI performance for all automated programs and program overrides on your Video Central dashboard including, total delivered sends, opens, clicks, opt-outs, and title level and channel-level streams.

Screenshot of Marketing with callout numbers

  1. Channel
    Select a channel from the list of channels available to create campaigns for.
  2. Search campaign titles
    Search bar for past, current, and future campaigns.
  3. Campaign status
    After created, a campaign is in one of the following statuses:
    • Draft
      Campaign created and saved as draft.
    • Submitted
      Campaign created and submitted for Prime Video quality control (QC) review.
    • Approved
      Campaign approved by Prime Video quality control (QC) and will run on the scheduled date.
    • Running
      Campaign live.
    • Completed
      Campaign complete.
    • Rejected
      Campaign rejected upon review. A reason is provided when clicking the status.
    • Canceled
      Campaign canceled.
  4. Filter button
    Filter campaigns by

    Program, Status, Start/End date, and Created by (channels)

  5. Add campaign
    Opens the New email campaign section.

Create or edit a campaign

New campaigns can be created and existing campaigns edited in this section.

Screenshot of the New email campaign web form

  1. Campaign title
    Add a unique title to be used for referencing the campaign. This title only appears internally and isn't seen by customers.
  2. Active dates
    Select the run dates from the custom calendar. Only one campaign can run per date selection. All campaigns run for a total of frive calendar days. The Amazon internal planner determines the best day for campaigns to run based on customer propensity logic. Note: If Amazon is unable to support campaigns on specific dates, the dates are grayed out and not selectable.
  3. Email language
    Select a language to upload localized hero image for the intended locale. For more information, see Multi-language campaigns.
  4. Email subject and Email super subject
    Choose an option from the drop-down list or opt for a custom subject line of your own. For preset subjects, avoid selecting inaccurately matching subject and super subject lines — e.g., refrain from using "new content" for a title available for a significant time. With custom subject lines, aim for conciseness and relevance to your campaign. Only select content partners have access to this feature as this is a beta launch.
  5. Segmentation

    Use our segmentation feature to target your most relevant cohorts. Choose from the following options: (1) customer activity (e.g., Active/Inactive) and (2) Genre (e.g., Action/Comedy). Our segmentation feature allows for multi-select, so you can build your most relevant segments (e.g., Active + Action viewers). Only select content partners have access to this feature as this is a beta launch.

    For partners with custom segment requests that we currently don't support, we offer custom filters to cater to specific content targeting, ensuring your campaigns are finely tuned to your audience's preferences. Contact us at vc-marketing-support@amazon.com with your custom segment and include a detailed definition. We will respond within seven days with next steps.

  6. Campaign layout
    Configure the layout of the email campaign by adding a hero section and carousels.
  7. Hero image

    To add a hero image, follow the Prime Video asset guidelines and specifications. Note: If a hero promotes more than one title, for call to action target select the channel collection page. If you select individual title, it will only redirect the customer to a single title's detail page.

    Hero image specifications
    Image type

    Resolution

    Multi-title email header

    800x400 pixels

    Single-title email header

    800x400 pixels

  8. Call to action target
    Select individual title or channel collection page as the call to action for the image. For individual title, the hero image should correspond to the title and up to two (2) hero images can be selected. For channel collection, only one (1) hero image can be selected. The title can be searched by Title name or SKU.
  9. Call to action text
    If individual title is selected under call to action target, it will preset to “Watch now” and “Add to Watchlist”. If channel collection page is selected under call to action target, select options from the drop-down list.
  10. Carousel section
    Create from corresponding channel collection page carousels.
  11. Select carousel from collection
    Select up to three carousels to add to the campaign. Carousel name, titles, and title pins are retained from the merchandising set up for collection pages. The first four titles from the carousel will be displayed in the email message to the customers. Note: If the selected carousel displays four or more titles with explicit content, the carousel will be removed. If all carousels are removed, the email campaign will be rejected and not sent to customers.
  12. Replace carousel
    Click to update the carousel selection.
  13. Save
  14. The campaign will be saved as a draft on the email campaigns dashboard.

  15. Submit for review
    A campaign preview appears that includes the title, dates, subject, super subject, and the email body with the contents. Review your campaign configuration and click Submit for review again at the bottom.

Submit campaign for review

At Prime Video, we believe maintaining a high customer experience bar for content helps us drive better results for you, our Channels content providers. Accordingly, we've set customer-centric creative review policies to help preserve and enhance that experience.

We require review of creative materials prior to the campaign going live. The campaign review evaluates whether the assets you deliver using our self-service tool meet specifications and customer expectations. All content must be appropriate for a general audience and for the type of placement in which it appears. For example, the hero banner is one of the most visible placements on email campaigns.

The QC team will review assets to ensure the creative is compliant with Prime Video guidelines. Campaign approval is based on creative asset guidelines found in the Assets Guidelines section. After review is complete, the QC team provides a summary outlining approval allowing Video Central to publish your campaign.

If rejected, we'll provide an explanation for any rejected assets. These assets require resubmission for review. Your compliance with the creative asset guidelines as part of our self-service marketing helps to preserve the customer experience and your brand on Prime Video Channels.

After submission, the email campaign appears in the campaign dashboard with a status of Submitted. Campaign creators receive email notifications regarding campaign status updates. This includes updates for the following statuses: submitted, approved, rejected (with reason why), running, and completed. Campaign creators can customize notification communication preferences from the email footer or notifications tab on Video Central. From the email notifications, channel partners can quickly navigate back to the email marketing campaign to make appropriate updates.

For examples of Amazon visual policy and restrictions, see the Prime Video Visual Policy.

The following are additional guidelines for artwork submissions:

Requirement Individual title campaign Collection campaign (multi-title)
Channel logo on artwork We recommend content partners add the channel logo to their artwork.
Title names in Amazon Ember font in all caps We require any title names added to the artwork to appear in Amazon Ember all caps. Note: This doesn't apply to title logos.
Title names in Amazon Ember font in all caps We recommend title logos don't overlap with artwork.
Multi-title limitation n/a Content partners can upload a maximum of two titles in one creative.
No talent name (unless legal requirement) Content partners can't add talent name in artwork.
No trademarks Content partners can't add trademark logos artwork.
No subcopy Content partners can't add subcopy to artwork.

Multi-language campaigns

The following are required for multi-language campaigns:

  • A minimum of one approved hero asset per locale selected
  • The same number of hero assets for each locale

If one hero image was rejected, you can remove all hero assets for that locale or remove the image section where the rejected assets are to expedite the approval process. After removed, you can resubmit the campaign and the campaign status will update from Rejected to Approved status automatically.

Program overrides features and options

On the Program overrides tab, you can override and update select components to the automated lifecycle marketing programs. Features include replacing and adding additional hero banners, selecting ingress journey of the hero banner, and updating the call-to-action (CTA) button. You will also be able to curate your own carousels by replacing carousels that feature in the email shelves with other available carousels (based on carousels live in the storefront) and add carousels to the email.

All program overrides can be selected for a specific duration of time (minimum of seven days and maximum of six months), with the programs reverting back to the automated programs when the override expires.

Screenshot of Marketing with callout numbers

  1. Channel
    Select a channel from the list of channels available to create campaigns for.
  2. Search campaign titles
    Search bar for past, current, and future campaigns.
  3. Filters
    Filter campaigns by Program, Status, and Start/End date.
  4. Override title
    Click Override title to preview the campaign.
  5. View campaigns
    Click See all to view all campaigns associated with the program.
  6. Add program override
    Opens the New program override section.

Override a program

Program overrides can be created in this section.

Screenshot of New program override with callout numbers

  1. Override title
    Add a unique title for referencing the campaign. This title only appears internally and doesn't appear to customers.
  2. Program
    Select a lifecycle program to apply changes.
  3. Edit selection
    Check which section you want to apply the changes to: (1) Hero Section (2) Carousel section. You can select both.
  4. Program override dates
    Select the dates for the lifecycle changes. The minimum time frame is seven days and maximum time frame is six months.
  5. Email language
    You can't make changes here. The message in the template is what customers will see.
  6. Email subject
    You can't make changes here. The message in the template is what customers will see.
  7. Email super subject
    You can't make changes here. The message in the template is what customers will see.
  8. Campaign layout
    Configure the layout of the email campaign by adding a hero section and carousels.
  9. Hero image
    To add a hero image, follow the Prime Video asset guidelines and specifications. Note: If a hero promotes more than one title, for call-to-action target select the channel collection page. If you select individual title, it only redirects the customer to a single title's detail page. Note: By default, you will see the image customers will see if no changes are made.
  10. Call-to-action target
    Select individual title or channel collection page as the call-to-action for the image. For individual title, the hero image should correspond to the title and up to two (2) hero images can be selected. For channel collection, only one (1) hero image can be selected. The title can be searched by Title name or SKU.
  11. Call-to-action text
    If individual title is selected under call-to-action target, it presets Watch now and Add to Watchlist. If channel collection page is selected under call-to-action target, select options from the drop-down list.
  12. Carousel section
    Create from corresponding channel collection page carousels. Note: By default, you will see the image customers will see if no changes are made. Select up to three carousels to add to the campaign. Carousel name, titles, and title pins are retained from the merchandising set up for collection pages. The first four titles from the carousel will be displayed in the email message to the customers. Note: If the selected carousel displays four or more titles with explicit content, the carousel will be removed. If all carousels are removed, the email campaign will be rejected and not sent to customers.
  13. Revert all heroes
    By selecting Revert all heroes any changes made to the hero image section are removed and replaced with the default hero image.
  14. Revert all carousels
    By selecting Revert all carousels any changes made to the carousel section are removed and replaced with the default carousels.
  15. Undo
    Clicking Undo reverts the last change you made.

Guidelines and templates

Guidelines

Please review our Prime Video Visual Policy. For color contrast validations, use TPGi Colour Contrast Analyser (CCA), a tool to help verify that your content is compliant with general accessibility guidelines.

Templates

This template helps with creative guidelines and more explicitly highlights our visual policy requirements. To access the template, download and extract the files in the compressed .zip file. The full template (Adobe Photoshop .psd file) and a folder of the individual assets are included.

Download icon Download templates

Frequently asked questions (FAQs)

How can I get started?
Who can I send email messages to?
What's included with self-service marketing?
How are email messages branded?
How often can I send email messages?
Can I run two different program overrides for a single program at the same time?
Can I edit a program override once it's live?
Why are certain settings (subject line/body text) unavailable to edit for lifecycle programs?
How can I access the campaign review process?
Is the creative review available only for English assets?
Do assets have to be associated with a title?
How frequently can I submit campaigns for QA?
Whom do I contact if creative asset review is pending?
How will I receive support from Prime Video?

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