Homepage First Impression Takeover is an Amazon Ads format that delivers video and display ads for new launches and hero products on Amazon's homepage. Amazon unveiled it with several other formats at its Connected Worlds event in Mumbai on 24 March 2026; the article describing it is dated 29 June 2026.
What Amazon has said
The article gives one sentence on the format. It lists no performance claims, pricing, availability dates or results for it, and its performance claims relate to other formats. We found no help page or specification elsewhere, so we cannot confirm creative sizes, the share of homepage visits, or whether it is sold by auction or by reservation as of November 2026.
When it might make sense
A homepage placement suits a launch that needs wide awareness in a short window, such as a new product line timed to a sale event. That is our reading of Amazon's "new launches and hero products" wording, not an Amazon rule. If you only want conversions from shoppers already searching, keyword-based Sponsored Brands is usually the first thing to fix. Compare with Amazon Sponsored Rewards and measure new customers with new-to-brand metrics.
Do not confuse it with other takeovers
The same Connected Worlds article lists a separate First Impression Takeover (FITO) on Prime Video, which gives a brand the first moment of a streaming session. The homepage format is for Amazon's shopping surfaces, not video streaming. It also lists Sponsored Brands share-of-voice reservations that secure top-of-search placement for branded keywords at a fixed, upfront price, which suggests reservation-style buying exists for some placements. Whether the homepage takeover works the same way is not stated.
How Sponsored Brands differs
Amazon describes Sponsored Brands as an advertising solution to help customers discover your brand in the Amazon store. Its ads can appear at the top of search results and on the Amazon home page, and it is open to vendors and to sellers enrolled in Brand Registry. The takeover is described as a new, separate format.
How to get it
Not confirmed publicly. Brand-launch formats like this are normally arranged through an Amazon Ads account representative, but Amazon's article does not say that here. Ask for specifications, minimum spend, creative requirements and reporting before planning around it.
Blooprint is an Amazon Ads Advanced Partner; its Amazon account management team can plan a launch ads mix around what Amazon confirms in writing.