Amazon expands Prime Video ad format with location-based interactive targeting

Amazon is rolling out a new location-based interactive advertising format on Prime Video, giving advertisers the ability to tailor streaming ads to viewers in specific regions. The offering allows a single national commercial to be automatically adjusted with localized details such as nearby business locations, pricing, or service availability.

The format, available through the Amazon DSP, lets advertisers upload one creative and generate numerous regional variants using state or ZIP code targeting. Viewers can interact with the ads using their remote and receive follow-up links on their phone or email, connecting them directly to the advertiser’s landing page or appointment booking flow.

The new option expands Amazon’s local advertising suite, which includes Geographic Insights and Activation, a tool that uses Amazon’s retail data to inform geographic targeting. Amazon is positioning the Prime Video format as a way for both national brands with multiple locations and smaller local businesses to connect with streaming audiences.

Early testing has included auto dealerships, financial and insurance service providers, restaurant chains, and retailers. The format is designed to help campaigns move from broad brand messaging to direct consumer engagement by adding calls-to-action such as “Send to Phone” or “Sign Up Today.”

Amazon has been increasing the number of interactive ad features available on its streaming platform over the past year, including overlays that allow viewers to add items to their Amazon cart or navigate to partner sites. The shift comes as streaming platforms continue to introduce more ad-supported tiers and advertisers look for ways to tie awareness campaigns to measurable outcomes.

Prime Video currently reaches more than 300 million ad-supported viewers in the U.S., according to Amazon. The company said the addition of location-based interactive ads is aimed at providing a scalable way to make national streaming campaigns locally relevant, a challenge for advertisers working across diverse markets.