Amazon Ads is revolutionizing how brands can connect with consumers on its Prime Video platform through the introduction of new interactive and shoppable ad formats. Set to roll out over the next year, these features will allow viewers to engage with ads in real-time, browse products, and even add items to their Amazon cart—all from the comfort of their living room. By merging upper-funnel TV ads with lower-funnel shopping outcomes, these formats are poised to transform traditional ad breaks into fully immersive, shoppable experiences.
What Are the New Interactive Ad Formats?
Amazon’s latest update introduces three key ad formats that will be available across most Prime Video content and live sports:
- Interactive Video Ads
Viewers can add items directly to their Amazon cart or learn more about the brand on-screen without ever leaving the streaming experience. These ads support various interactions, such as clicks, scans, or voice commands, making it easier for users to engage and shop seamlessly. - Interactive Pause Ads
These ads appear when viewers press pause on a TV show or movie, displaying a translucent banner featuring brand messaging and product options. By offering interactions like “Add to Cart” and “Learn More” during moments of natural breaks in viewing, brands can capitalize on a captive audience’s attention without interrupting the content. - Interactive Shoppable Carousel Ads
During Prime Video ad breaks, viewers can explore a sliding lineup of related products using their remote. This format encourages browsing and deeper brand engagement, making it ideal for showcasing multiple items in one ad placement.
Why This Matters for Advertisers
The ability to integrate shoppable features within streaming content is a game-changer for advertisers. These formats are designed to connect high-level brand awareness campaigns with measurable outcomes, such as direct purchases and increased product consideration. Phil Christer, Managing Director of Amazon Ads UK, highlighted that this initiative aims to create a new type of ad experience, combining Amazon’s extensive reach, ad technology, and first-party data to drive full-funnel marketing objectives.
With Prime Video’s average monthly ad-supported reach surpassing 200 million global users, the potential impact is enormous. The new formats provide brands with innovative ways to build awareness, foster consideration, and ultimately drive conversion. And because they leverage Amazon’s powerful insights into shopping and streaming behaviours, these ads promise to offer more personalized, targeted campaigns that align with consumer interests.
Expanding Globally
This is the first time Amazon has introduced interactive and shoppable ad formats to Prime Video in markets like the UK and Germany, following its successful launch in the US. The move reflects Amazon’s commitment to expanding its advertising capabilities and creating new opportunities for global brands.
What This Means for the Future of TV Advertising
Amazon’s new ad formats blur the line between entertainment and e-commerce, redefining the viewer experience and raising the bar for what’s possible in the realm of connected TV advertising. Instead of passive ad viewing, audiences can now engage actively, making shopping as simple as a click of a button on their remote.
As the streaming landscape becomes increasingly crowded, innovations like these will help brands stand out and offer more compelling experiences that bridge the gap between discovery and purchase. For advertisers, the rollout in 2025 could represent a significant opportunity to rethink how they approach digital media buys, ensuring they’re not just reaching audiences but converting them as well.
Curious about how these new ad formats could impact your campaigns?
Reach out to our team to discuss how Amazon’s latest innovations can help elevate your strategy and connect with audiences in a whole new way.
