How Prime Video ads can help brands connect with audiences through premium streaming content

November 06, 2023


From critically acclaimed and fan-favorite series like The Marvelous Mrs. Maisel and The Boys to blockbuster films like Air, Creed III, and the upcoming Candy Cane Lane with Eddie Murphy, Prime Video is a premier entertainment destination where millions of viewers around the world can enjoy their favorite content. Starting in early 2024, Prime Video shows and movies will include limited advertisements. Ads in Prime Video content will be introduced in the U.S., U.K., Germany, and Canada, followed by France, Italy, Spain, Mexico, and Australia.

During unBoxed 2023, Alan Moss, the vice president of global ad sales at Amazon Ads, sat down with Jay Marine, vice president of Prime Video and global head of sports, and Vernon Sanders, head of television Amazon MGM Studios, to discuss this new advertising opportunity in depth and share how Prime Video ads can help brands engage with streaming audiences.

A streaming destination for engaged audiences

In recent years, the shift from linear to streaming TV has offered customers a lot more choice but also created more fragmentation across digital entertainment. As Marine explained, Prime Video has worked to create a single destination for audiences to find new movies, live sports, and their favorite TV shows. It’s a place where audiences can check out exclusive series like The Lord of the Rings: The Rings of Power or watch live sports like Thursday Night Football, or rent or buy new releases like Barbie.

“Having one app—one destination—means everyone spends less time searching and more time watching. We believe if you start with what is great for viewers, it is also great for advertisers,” Marine said. “In the U.S., [Prime Video ads] will reach an estimated 115 million viewers on a monthly basis.” 1

These audiences are also Amazon shoppers: 84% of Prime Video households shopped on Amazon in the past month. 2 And Prime Video households are 25% more likely to have an annual household income greater than $150K than non–Prime Video households. 3

In 2023, Amazon MGM Studios earned 68 Primetime Emmy Award nominations including best comedy series for Jury Duty. This year, The Marvelous Mrs. Maisel became the most Emmy-nominated streaming comedy with 80 nominations over five seasons. Meanwhile, The Summer I Turned Pretty, based on the best-selling book trilogy from author Jenny Han, debuted its second season, becoming one of the 10 most watched seasons of any series on Prime Video. This success has further established Amazon as a home for influential creators across music, podcasts, books, film, and TV.

“From connecting book lovers to an adapted TV series, to partnering with Amazon Music for a companion podcast, to leveraging a talent’s fashion line on Amazon, our content creators and talent come to Amazon MGM Studios because they know we alone can connect content to commerce,” Sanders said. “And our streaming viewers are passionate about that 360 element as well.”

Sanders used Daisy Jones & the Six as an example of how Amazon brings together content across media.

“The series finished the premiere weekend as the No. 1 series on Prime Video in the U.S. Additionally, the buzz and anticipation around this title gave rise to the fictional band’s soundtrack album, Aurora, which became the No. 1 album on iTunes and the No. 1–selling vinyl on Amazon,” Sanders said. “And, it renewed interest in the 2019 book, which landed as a No. 1 best seller on Amazon.”

Prime Video ads and an investment in premium content

At Prime Video, high-quality content is the ultimate goal, Marine explained, and ads will help support making more shows and films that audiences love.
“We start with the customer and work backwards,” Marine said. “And by making this change, we’ll be able to continue to invest in more great content—like hit movies and TV shows and more live sports—and that investment will continue to grow over time to deliver an even better service for Prime members.”
Amazon aims to have meaningfully fewer ads than linear TV and other streaming TV providers while simultaneously offering advertisers reach, frequency, and opportunities to tailor messages. Customers will also have the choice to sign up for an ad-free option. 4

“When we launch, we will instantly be one of the largest premium ad-supported services in virtually every country we operate in, not just the U.S., including Canada, the U.K., Germany,” Marine said. “This means we can simultaneously offer advertisers unmatched reach and frequency.” 5

Prime Video has a big slate of releases on the horizon, including the return of Reacher, the reimagining of Road House starring Jake Gyllenhaal, Expats starring Nicole Kidman, and the adaptation of the popular video game Fallout.

1Amazon internal data, 2023
2-3Amazon internal data, US, May–July 2023
4Ad-free options will be available for an additional $2.99 per month for Prime members in the U.S. Pricing for other countries will shared at a later date.
5Amazon internal data, 2023