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Why am I receiving No Fill Errors?


The Amazon Mobile Ad Network only serves ads to users in the U.S., U.K., Germany, France, Spain, Italy, and Japan. More information can be found here:

If an app can receive test ads (testing instructions found here: but receives a "NO_FILL" error upon trying to load non test ads, there is most likely no issue. It is probable that the app is encountering a scenario where it is having a hard time getting fill. There are many factors that can contribute to a bad fill rate, including the following non integration related factors:

  • The device could be in a country that does not receive many ads.
  • The app has not yet received a device identifier (a.k.a. “ad-id”) from Amazon's server due to this being the first time the app requested an ad.
  • The user may be opted out of personalized ads.
  • The user could be using an old Android-2.2-era device that is unable to opt in to personalized ads.
  • The app may be requesting an ad size that has limited fill rate.

A typical user’s experience is unlikely to reflect what the developer is seeing. Note that apps with severely restrictive targeting parameters or with a targeted user base in an unsupported country will end up reporting very low fill rates.

A NO_FILL error can occur if the app is trying to load an auto-sized ad in a container whose dimensions are WRAP_CONTENT x WRAP_CONTENT. This will cause an Auto Ad Size failure and result in no ads being returned. Generally, if this is a screen-width ad then our recommendation for this case would be to change the AdLayout's layout params dimensions to be MATCH_PARENT x WRAP_CONTENT. Auto Ad Size should not be used if a specific ad size is required. Instructions and guidelines for ad sizes can be found here:

When errors occur while testing Amazon Mobile Ads, apps should be uninstalled and reinstalled on test devices. This process can resolve issues without the need for any additional changes.

Keywords: Mobile Ads, fill rate, error, AdLayout


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