Amazon Announces AI-powered Pause Ads & New Advertising Formats for Prime Video
28 May 2025
At Amazon’s annual Upfront presentation, Amazon announced a new AI-powered streaming advertising format offering, which allows advertisers to reach engaged audiences with contextually relevant pause ads that seamlessly connect brands to the scenes viewers are watching in that moment. Additionally, the presentation unveiled a new expanded suite of interactive ad formats including enhanced shoppable ads with real-time Amazon shopping signals, which include pricing, deals, reviews, Prime shipping information, and more to help connect awareness to conversion. “Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, Vice President, Global Ads Sales for Amazon Ads. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching creating a natural and relevant connection.”
Details on new interactive and shoppable formats for advertisers include:
AI-generated Contextual Ad Messaging: Employing AI technology to analyse both the viewing content and advertising creative, this innovation auto-generates hyper-relevant ad copy to make ads feel like natural extensions of what viewers are watching. When a customer pauses, a contextually relevant ad is immediately generated with messaging dynamically created to complement the on-screen content imagery.
Shoppable ads with real-time Amazon store information: This shoppable format pulls in real-time retail information such as product details, pricing, deals, reviews, inventory availability, and Prime shipping details directly from the Amazon storefront to help customers make real-time purchase decisions with a click of their remote without leaving the content stream.
Expanded interactive formats for brands that sell off-Amazon: For brands that don’t sell on Amazon, an expanded suite of interactive calls to action will be available, including location-based messaging, lead generation, like “get a quote” and “book an appointment,” and “subscribe now” buttons. These will enable customers to send information directly to their phone and allow them to take the relevant action.
Why Brands Should Be Using Prime Video Ads Now
1. Streaming Ads Are Now Built to Convert
Amazon is merging content + commerce. With new AI-powered contextual ads and real-time shopping info, Prime Video is no longer just about reach, it’s about driving action.
Viewers can buy instantly with their remote, using live data like price, reviews, deals, and Prime delivery info all pulled directly from the Amazon store.
This means your awareness campaigns can now lead directly to sales without the customer ever leaving the screen.
2. Unmatched Audience Quality
Prime Video reaches 130M+ U.S. viewers monthly.
88% of those viewers shop on Amazon. That’s a high-intent, addressable audience primed (literally) to act.
Amazon uses first-party shopping signals and behavioural data to target ads with laser precision. No one else can tie together shopping behaviour and content viewing like Amazon.
This is the most commerce-ready audience in streaming.
3. AI-Powered Relevance Drives Performance
Ads are now contextually aligned with the content especially during pause moments.
AI dynamically crafts ad copy to match the scene or mood the viewer is experiencing.
This reduces disruption and increases receptiveness, your brand shows up as part of the experience, not an interruption.
4. New Tools for Non-Amazon Brands
Don’t sell on Amazon? No problem.
Now you can add “Get a quote,” “Book an appointment,” “Subscribe” CTAs to your ad.
These interactive ads let users send info to their phone and take action directly.
You don’t need to be an e-commerce brand to benefit Prime Video is now a lead-gen and conversion channel.
What This Means Strategically
Amazon-native brands should double down on this to reduce friction between content and purchase.
Challenger brands can use it to punch above their weight by placing performance-driven creative into high-reach content.
Service or DTC brands not on Amazon can now test TV as a lead-gen channel without big-budget traditional buys.
Bottom Line:
Prime Video just became a shoppable storefront. It’s now one of the few places where you can run measurable, conversion-focused TV ads to a shopping-intent audience with native data and seamless UX. If you’re not already testing it, you’re missing a major edge.
At Amazon’s annual Upfront presentation, Amazon announced a new AI-powered streaming advertising format offering, which allows advertisers to reach engaged audiences with contextually relevant pause ads that seamlessly connect brands to the scenes viewers are watching in that moment. Additionally, the presentation unveiled a new expanded suite of interactive ad formats including enhanced shoppable ads with real-time Amazon shopping signals, which include pricing, deals, reviews, Prime shipping information, and more to help connect awareness to conversion. “Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, Vice President, Global Ads Sales for Amazon Ads. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching creating a natural and relevant connection.”
Details on new interactive and shoppable formats for advertisers include:
AI-generated Contextual Ad Messaging: Employing AI technology to analyse both the viewing content and advertising creative, this innovation auto-generates hyper-relevant ad copy to make ads feel like natural extensions of what viewers are watching. When a customer pauses, a contextually relevant ad is immediately generated with messaging dynamically created to complement the on-screen content imagery.
Shoppable ads with real-time Amazon store information: This shoppable format pulls in real-time retail information such as product details, pricing, deals, reviews, inventory availability, and Prime shipping details directly from the Amazon storefront to help customers make real-time purchase decisions with a click of their remote without leaving the content stream.
Expanded interactive formats for brands that sell off-Amazon: For brands that don’t sell on Amazon, an expanded suite of interactive calls to action will be available, including location-based messaging, lead generation, like “get a quote” and “book an appointment,” and “subscribe now” buttons. These will enable customers to send information directly to their phone and allow them to take the relevant action.
Why Brands Should Be Using Prime Video Ads Now
1. Streaming Ads Are Now Built to Convert
Amazon is merging content + commerce. With new AI-powered contextual ads and real-time shopping info, Prime Video is no longer just about reach, it’s about driving action.
Viewers can buy instantly with their remote, using live data like price, reviews, deals, and Prime delivery info all pulled directly from the Amazon store.
This means your awareness campaigns can now lead directly to sales without the customer ever leaving the screen.
2. Unmatched Audience Quality
Prime Video reaches 130M+ U.S. viewers monthly.
88% of those viewers shop on Amazon. That’s a high-intent, addressable audience primed (literally) to act.
Amazon uses first-party shopping signals and behavioural data to target ads with laser precision. No one else can tie together shopping behaviour and content viewing like Amazon.
This is the most commerce-ready audience in streaming.
3. AI-Powered Relevance Drives Performance
Ads are now contextually aligned with the content especially during pause moments.
AI dynamically crafts ad copy to match the scene or mood the viewer is experiencing.
This reduces disruption and increases receptiveness, your brand shows up as part of the experience, not an interruption.
4. New Tools for Non-Amazon Brands
Don’t sell on Amazon? No problem.
Now you can add “Get a quote,” “Book an appointment,” “Subscribe” CTAs to your ad.
These interactive ads let users send info to their phone and take action directly.
You don’t need to be an e-commerce brand to benefit Prime Video is now a lead-gen and conversion channel.
What This Means Strategically
Amazon-native brands should double down on this to reduce friction between content and purchase.
Challenger brands can use it to punch above their weight by placing performance-driven creative into high-reach content.
Service or DTC brands not on Amazon can now test TV as a lead-gen channel without big-budget traditional buys.
Bottom Line:
Prime Video just became a shoppable storefront. It’s now one of the few places where you can run measurable, conversion-focused TV ads to a shopping-intent audience with native data and seamless UX. If you’re not already testing it, you’re missing a major edge.
At Amazon’s annual Upfront presentation, Amazon announced a new AI-powered streaming advertising format offering, which allows advertisers to reach engaged audiences with contextually relevant pause ads that seamlessly connect brands to the scenes viewers are watching in that moment. Additionally, the presentation unveiled a new expanded suite of interactive ad formats including enhanced shoppable ads with real-time Amazon shopping signals, which include pricing, deals, reviews, Prime shipping information, and more to help connect awareness to conversion. “Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, Vice President, Global Ads Sales for Amazon Ads. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching creating a natural and relevant connection.”
Details on new interactive and shoppable formats for advertisers include:
AI-generated Contextual Ad Messaging: Employing AI technology to analyse both the viewing content and advertising creative, this innovation auto-generates hyper-relevant ad copy to make ads feel like natural extensions of what viewers are watching. When a customer pauses, a contextually relevant ad is immediately generated with messaging dynamically created to complement the on-screen content imagery.
Shoppable ads with real-time Amazon store information: This shoppable format pulls in real-time retail information such as product details, pricing, deals, reviews, inventory availability, and Prime shipping details directly from the Amazon storefront to help customers make real-time purchase decisions with a click of their remote without leaving the content stream.
Expanded interactive formats for brands that sell off-Amazon: For brands that don’t sell on Amazon, an expanded suite of interactive calls to action will be available, including location-based messaging, lead generation, like “get a quote” and “book an appointment,” and “subscribe now” buttons. These will enable customers to send information directly to their phone and allow them to take the relevant action.
Why Brands Should Be Using Prime Video Ads Now
1. Streaming Ads Are Now Built to Convert
Amazon is merging content + commerce. With new AI-powered contextual ads and real-time shopping info, Prime Video is no longer just about reach, it’s about driving action.
Viewers can buy instantly with their remote, using live data like price, reviews, deals, and Prime delivery info all pulled directly from the Amazon store.
This means your awareness campaigns can now lead directly to sales without the customer ever leaving the screen.
2. Unmatched Audience Quality
Prime Video reaches 130M+ U.S. viewers monthly.
88% of those viewers shop on Amazon. That’s a high-intent, addressable audience primed (literally) to act.
Amazon uses first-party shopping signals and behavioural data to target ads with laser precision. No one else can tie together shopping behaviour and content viewing like Amazon.
This is the most commerce-ready audience in streaming.
3. AI-Powered Relevance Drives Performance
Ads are now contextually aligned with the content especially during pause moments.
AI dynamically crafts ad copy to match the scene or mood the viewer is experiencing.
This reduces disruption and increases receptiveness, your brand shows up as part of the experience, not an interruption.
4. New Tools for Non-Amazon Brands
Don’t sell on Amazon? No problem.
Now you can add “Get a quote,” “Book an appointment,” “Subscribe” CTAs to your ad.
These interactive ads let users send info to their phone and take action directly.
You don’t need to be an e-commerce brand to benefit Prime Video is now a lead-gen and conversion channel.
What This Means Strategically
Amazon-native brands should double down on this to reduce friction between content and purchase.
Challenger brands can use it to punch above their weight by placing performance-driven creative into high-reach content.
Service or DTC brands not on Amazon can now test TV as a lead-gen channel without big-budget traditional buys.
Bottom Line:
Prime Video just became a shoppable storefront. It’s now one of the few places where you can run measurable, conversion-focused TV ads to a shopping-intent audience with native data and seamless UX. If you’re not already testing it, you’re missing a major edge.