Senior Amazon Ads execs took to the stage this month at UK Upfront, explaining how Amazon is transforming advertising for its customers – and announcing new ad tech coming in 2025, including interactive and shoppable video ad formats…
With more than 19 million ad-supported viewers on Prime Video in the UK alone, the potential for brands to connect and expand their reach to audiences through Prime Video, Fire TV and beyond is growing bigger by the day.
In fact, Amazon data shows that a massive 52% of Prime Video viewers don’t watch any paid linear TV at all, making Prime Video ads a unique opportunity for brands to engage with an audience they can’t reach elsewhere.
(Better still? These viewers also spend 36% more on Amazon.co.uk than the average customer…)
Who’s seen success so far?
Amazon cited the tales of brands like HASBRO and Nivea, who have both driven strong results through combining Prime Video ads with Amazon’s first-party shopping data – Hasbro seeing a +21% increase in branded searches and +18% increase in sales, and NIVEA a 50% higher ad attention score compared to TV benchmarks.
What do these insights show?
They demonstrate just how powerful Amazon’s ad ecosystem can be when it comes to improving brand engagement and sales – with the right strategy to boost brand visibility and drive results.
Interactive and Shoppable Video Ads are coming…
One of the most exciting announcements was Amazon’s unveiling of new interactive and shoppable video ads on Prime Video in 2025, designed to help brands “seamlessly connect content to commerce”.
These new formats will allow viewers to add items to their Amazon cart directly from video ads, interact with brands via shoppable carousel ads and engage with interactive pause ads during their viewing experience.
Our take
These Amazon Ads innovations offer new ways to convert viewers into customers without interrupting the entertainment experience – always a heady mix.
Looking to optimise your ad spend and leverage these new ad formats? Speak to our Award-winning team.
Prime Video + Fire TV Ads come together for greater Reach
Amazon also highlighted the power of combining Prime Video and Fire TV ad campaigns, which can double incremental reach with just a 5% audience overlap.
This multi-channel approach offers brands an efficient way to extend their reach and ensure maximum visibility across Amazon’s ecosystem.
Our take
A multi-channel strategy like this calls for a deep understanding of where your audience is most active – so that you can tailor your campaigns accordingly.
Live Sports and Entertainment: A Whole New World for Amazon Advertisers
And Amazon also shone a spotlight on their continued investment in live sports, from Tuesday night UEFA Champions League matches to their upcoming partnership with the NBA.
With millions of sports fans tuning in all over the world, these events present new opportunities for brands to engage with a whole new audience – a must for those with big ambitions.
Our take
Live sports are a dynamic space for brands who know they can resonate with fans to make an impact – with content designed to drive engagement and encourage conversions.
The Bottom Line?
Amazon’s latest ad tech advancements offer brands exciting new ways to reach their audience – as always, the key to your success lies in your execution.
With our award-winning expertise in Amazon Ads, we can help you craft full-funnel campaigns that don’t just reach more customers – they convert them too.
Ready to make the most of Amazon’s expanding ad capabilities? Speak to the team today.