The news: Amazon now allows advertisers to automatically tailor campaign messaging based on content Prime Video viewers are watching, the company announced at its 2026 Upfront event.
- The new tool, dubbed Dynamic TV Creative, leverages Amazon’s breadth of browsing and shopping data, Prime Video activity, viewer geography, and product availability to tailor details in the ad to specific viewers.
- Viewers will first see a basic ad, while subsequent views will contain more personalized messages to encourage purchases.
Zooming out: Amazon has rolled out several tools over the past year aimed at Prime Video advertisers as the company works to demonstrate its full-funnel advertising potential.
- Amazon debuted interactive video ads in 2024, a format that prompts viewers to take actions like adding items to their Amazon cart or engaging with brand content during natural program pauses. Amazon introduced location-based interactive video ads last year.
- The company’s AI-powered full-funnel campaign feature helps advertisers create and manage multichannel campaigns that start on streaming TV, extend across display and online video, and drive conversions on a brand’s site or through sponsored Amazon ads.
- Prime Video offers CTV ad formats like instream, non-skippable video ads and video overlays.
Why it matters: Amazon’s Prime Video strategy gives the company another path to scale its advertising business as viewer attention shifts to CTV.
- Viewers now spend over 30 minutes more with CTV than traditional TV; we forecast that figure will reach nearly an hour by next year.