What You’ll Learn
- Why variants increase customer engagement with your titles.
- How personalized artwork works on the Prime Video storefront.
- The minimum, maximum, and recommended number of variants.
- Best practices for selecting themes and talent for variants.
- Localization options for personalized artwork.
📌 Did You Know? Personalized artwork can make a measurable difference in how many customers watch your title. When customers see artwork featuring a cast member or theme they love, they are more likely to click and watch. A diverse variant set helps you reach audiences who might scroll past a generic hero shot |
Why Variants Matter
Customers connect differently with the same title. One viewer may be drawn to action scenes. Another may be a fan of a specific cast member. Variants let you deliver an image that resonates with each customer.
When you deliver variants, you can:
- Showcase different aspects of your title to attract a wider audience.
- Highlight various characters, themes, and genres for different audience segments.
- Feature different talent or cast members prominently.
- Attract viewers drawn to specific performers.
- Create a more personal viewing experience for each customer.
Default vs. Personalized Artwork
Default Variants
Type |
How It Works |
Customer Impact |
Assets Required |
When to Use |
|---|---|---|---|---|
Default only |
One image displays on the storefront for all customers |
All customers see the same artwork |
Single image per type |
Minimum viable delivery |
Personalized (variants) |
Custom artwork featuring different talent, scenes, and themes. Displays alongside the default image. |
Each customer sees artwork matched to their preferences |
Minimum 3 variants per type |
Recommended for maximum reach |
Variant Requirements
Follow these requirements when delivering variant artwork.
Requirement |
Cover Art (16:9) |
Poster Art (2:3) |
Hero Art (16:9) |
Notes |
|---|---|---|---|---|
Minimum variants |
3 |
3 |
3 |
Required to activate personalization |
Maximum variants |
20 |
20 |
20 |
Per artwork type and language |
Recommended variants |
5 to 7 |
5 to 7 |
5 to 7 |
For most effective personalization |
Resolution |
3840 x 2160px |
2000 x 3000px |
3840 x 2160px |
Must match the main artwork spec |
File size |
10MB max |
10MB max |
10MB max |
Same as default artwork |
Best Practices for Effective Variants
Create variants that work as a set to maximize their effectiveness.
- Emphasize depth, breadth, and diversity across your variant set.
- Focus on themes such as romance, action, strong female lead, or specific talent.
- Variants must meet all the same quality and compliance rules as your default artwork.
- Avoid duplicating similar compositions across your variant set.
- Variants will not appear to customers unless their preferred UI language version is available.
Thematic Category Examples
Use a range of themes to reach the widest possible audience. Here is an example set for a single title.
Variant |
Theme Focus |
Imagery Suggestion |
Audience Segment |
Notes |
|---|---|---|---|---|
Default |
Main marketing image |
Primary hero shot or ensemble |
All customers |
Always required |
Action |
High-energy scenes |
Chase, combat, or tension moment |
Action viewers |
Strong for male 18-35 |
Strong Female Lead |
Female protagonist |
Lead actress in key scene |
Female viewers |
Effective across genres |
Romance |
Relationship themes |
Intimate or emotional scene |
Romance viewers |
Strong for drama and rom-com |
Cast-specific |
Fan-favorite talent |
Individual cast member prominence |
Talent fans |
Repeat for each major cast member |
Localization for Variants
Localization is supported for all variant artwork types. Follow these guidelines.
- Localization is highly encouraged if you deliver localized default artwork.
- Deliver localized variants for each territory where you provide localized default artwork.
- Customers will only see variants in their preferred UI language if that version is available.
- Minimum variant counts and quality requirements apply to localized variants as well.
Quick Tips
- Send a minimum of 3 variants. Aim for 5 to 7 for best results.
- Cover Art, Poster Art, and Hero Art variants for full personalization coverage.
- Build your variant set around distinct themes, not slight variations of the same image.
- Always verify that variant artwork meets the same quality standards as your default artwork.
- Deliver localized variants whenever you deliver localized default artwork.
- Remember: variants will not display unless the customer’s UI language version is available.
