Amazon unveils new shoppable ad units for Prime Video

Amazon Ads has unveiled an array of interactive and shoppable ad formats for Prime Video ahead of its debut upfront presentation on May 14 at Pier 36 in New York City. The expanded suite of formats includes remote-enabled capabilities for living-room devices, offering viewers a seamless shopping experience while enjoying premium streaming entertainment content.

The new formats, which go beyond traditional QR codes, aim to facilitate better engagement between viewers and brands. Shoppable carousel ads will allow viewers to browse and shop multiple product variations on Amazon during ad breaks in Prime Video shows and movies. Additionally, interactive pause and brand trivia ads will be integrated into Prime Video content, providing viewers with interactive experiences even when they pause their streams.

According to research conducted by Amazon, interactive ads have proven to be more effective in boosting engagement rates across the customer shopping journey, driving 10 times more product page views and conversions than non-interactive formats.

Alan Moss, vice president of global ad sales for Amazon Ads, emphasized the company’s commitment to reimagining the streaming TV experience. He stated, “We are developing innovative experiences to help brands better engage with customers, as we work to transform streaming advertising through our differentiated combination of reach, first-party signals, and ad tech.”

The new interactive and shoppable formats include:

  • Shoppable Carousel Ads: These ads allow customers to browse and shop multiple related products on Amazon during ad breaks on Prime Video. Viewers can explore a lineup of products and add them to their cart using most living-room remotes.
  • Interactive Pause Ads: When viewers pause their streams, they will see a translucent ad featuring brand messaging and imagery, along with an “Add to Cart” and “Learn More” overlay. Customers can easily add the product to their Amazon cart, request information via email, and resume their stream at any time.
  • Interactive Brand Trivia Ads: These ads entertain customers with brand factoids while offering the opportunity to shop on Amazon, learn more about products and services, and unlock rewards. Customers can use their living-room remote to add products to their cart, request information, and claim rewards like Amazon shopping credits.

The introduction of the new ad units follows closely after Amazon launched a shoppable channel on Prime Video and its Freevee ad-supported video-on-demand (AVOD) streaming service. This move aims to provide U.S. consumers with additional opportunities to engage with content while browsing and shopping on their mobile devices, thanks to Amazon’s “shop the show” technology.

With over 200 million global customers, Prime Video offers a vast reach for advertisers. By leveraging Amazon’s addressable signals and first-party audiences, Amazon Ads aims to connect content to customers seamlessly. The new ad formats will be available across shows, movies, and live sports on Prime Video, Twitch, Fire TV Channels, and third-party streaming TV apps, providing advertisers with unparalleled opportunities for engagement and growth.

Written by Sophie Blake


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