Amazon is shaking up its Prime Video ad game with three new ad formats that are set to debut later this year. The company is looking to make ads less intrusive and more relevant to viewers.
Ads That Know What You’re Watching
One of the new formats uses machine learning to analyze what’s on screen in real-time. When you pause a show or movie, you’ll see an ad that’s contextually relevant to what you’re watching. For example, if you’re watching a show set in a beach town, you might see an ad for flights to similar destinations. This technology is expected to roll out in the fourth quarter.
Alan Moss, Amazon’s VP of Global Sales, says this tech lets them connect what people are watching to the ads they see. The goal is to make ads feel more like a natural part of the viewing experience.
More Than Just Contextual Ads
The other two new ad formats are:
- Real-time retail signals: These ads pull data directly from Amazon’s store, showing up-to-date prices, product reviews, shipping details, and availability.
- Interactive calls to action: These allow brands to include interactive elements like “subscribe now” or “book an appointment,” which is particularly useful for brands with services outside Amazon’s online store.
Both of these formats will be available in the third quarter. The company is also letting advertisers use AI-generated text that matches what’s happening on screen, using existing brand creative assets.
A New Era for Ad Personalization
This move raises questions about how far automated content analysis and data use should go in personalizing the viewer experience. Still, Amazon is betting that this evolution will help Prime Video stand out in a crowded market, offering a compelling monetization alternative for both brands and the platform itself.