Live Sport is getting shoppable on Amazon Ads – here’s what you need to know…
As the new UEFA Champions League season kicks off – with 6 English teams in the mix for the first time – Amazon Ads is launching a major play of its own.
This one? It’s all about turning attention into conversions.
Bringing a whole set of new ad tools to Prime Video’s Tuesday night fixtures (plus all those NBA games), Amazon is aiming to make live sport a place where ads don’t just get seen – they actually convert.
And it matters to brands because Amazon says Champions League viewers spend 140% more on Amazon than other customers do during the same period.
So what we’re looking at is a high-emotion environment and a rare moment of undivided attention, now paired with smart ads that can inspire immediate action.
So what’s new?
There are 4 new Amazon Ads innovations set for launch:
1. Interactive Video Ads
Probably the biggest news – Viewers can now click to add to cart or sign up to a brand’s email list without leaving the stream, doing everything directly from their remote.
Amazon says these interactive ads deliver:
- +27% increase in Detail Page View Rate
- +28% increase in Purchase Rate
Available from early October, this could be a game-changer for brands wanting to close the gap between TV exposure and ecommerce sales.
2. Audience-based Creatives
A single ad slot, with different messages for different viewers? Yes please.
This tech is already live for US Thursday Night Football coverage – where it’s been shown to deliver a massive 83% boost in purchase rate.
Basically, using Amazon’s first-party signals (geo, demo, behaviour), brands will be able to dynamically tailor ad creatives to specific segments.
So you could show:
- Hatchbacks to 20-somethings.
- SUVs to outdoorsy families.
- A brand campaign to everyone else.
3. Remarketing after the whistle
Your Ads won’t end when the match does – brands will be able to reconnect with match-day viewers 24 hours later across Fire TV, Twitch, on the Amazon store and across web/mobile, directing buyers to your brand store on Amazon or to your own website directly.
And, like all smart remarketing, it’s powerful – a brilliant way to drive repeat engagement and conversions, Amazon past stats showed these remarketed audiences demonstrate a 21% higher new-to-brand purchase rate when compared to all other display ad audiences.
4. Enhanced Measurement
Amazon is also expanding access to measurement tools to include third-party offerings, including:
- Brand lift studies (Dynata)
- Attention studies (Lumen)
- Reach/frequency studies (Audience Project)
- Creative Sentiment analysis (Latitude)
Together with Amazon’s in-house metrics, these will give brands a much more holistic view of campaign effectiveness across the funnel.
What Smart Brands should do next
If your audience watches live sport – especially younger, mobile-first or male-skewed groups – these are absolutely what you should be testing next.
Take the time now to:
- Review your media mix, and consider reallocating brand budget toward live sport formats with better performance tracking.
- Start building segmented creative assets – the new tools reward dynamic thinking.
- Prepare for October’s interactive rollout, and work out how your messaging translates to live, clickable moments.
The Bottom Line
This move will make live sport on Prime Video shoppable, personalised and measurable.
And the brands who act first? They’ll be the ones who learn the fastest and win the most.
If you’d like help to get set up, segment smartly and make every second count, our award-winning Amazon Ads team is here! Get in touch today.