The news: Amazon Ads is using CES to reposition itself as a full-scale advertising platform rather than a commerce add-on with limited TV inventory, per Variety. Executives are emphasizing the company’s ability to combine ecommerce signals with reach across streaming video, live sports, audio, and programmatic partnerships—presenting a single system for buying across screens.
Alan Moss, Amazon Ads’ VP of global sales, told Variety that Amazon’s media network can now reach roughly 90% of US households through a mix of owned properties and partnerships with Disney, Roku, Netflix, NBCUniversal, and Spotify. That reach underpins Amazon’s pitch that fragmentation is no longer the advertiser’s problem to solve.
Prime Video matures: As the streaming service courts advertisers, it is making strides in CTV ad formats and in-demand live content.
Interactivity is becoming more prominent on the platform. Ads on Prime Video increasingly move viewers from awareness to action for Amazon sellers, while non-endemic brands are testing interactive formats designed to sustain engagement beyond the initial impression. Amazon is layering in AI-powered tools that assess a brand’s presence across its ecosystem and help generate creative inputs that connect premium video with lower-funnel formats such as display and sponsored ads.
Live sports remain the clearest proof point. Prime Video continues to lean on Thursday Night Football, NBA games, and special event programming to demonstrate mass reach, including a Christmas NFL game that drew more than 21 million viewers. Amazon is also promoting experiments like its Black Friday sports block, which bundled golf, NFL, and NBA content into a single advertiser-friendly day—positioning live sports as a repeatable, not occasional, growth lever.
Zooming in: Amazon’s Prime Video ad business is entering a new phase where growth is driven less by audience expansion and more by monetization depth.
US Prime Video ad revenues are projected to rise from $1.58 billion in 2024 to $3.56 billion by 2027, per our forecast, with growth peaking above 60% in 2025 before settling into the mid-teens. At the same time, the number of US Prime Video ad-supported viewers is expected to remain relatively flat, increasing only from 132.4 million in 2025 to 135.7 million by 2029, or about 39% to 40% of the population.