Amazon unveils new advertising solutions and audience reach insights at first Upfront in Spain

Senior executives from Amazon Ads, Prime Video, and Amazon MGM Studios took to the stage alongside A-list talent at the Upfront in Spain to highlight the different ways Amazon is transforming advertising for its customers.

Amid appearances from Luis Zahera, Iván Massagué, Guille Milkyway, Pelayo Gayol, Carlos Alcaide, Paco León, Michelle Jenner, and Gerard Piqué, Amazon revealed the scale of the opportunity for advertisers across its expansive entertainment portfolio, as well as a variety of new ways for brands to connect with its audiences.

During the 60-minute presentation, Amazon Ads leaders shared for the first time that Prime Video reaches an average monthly ad-supported audience of more than 11 million viewers in Spain. Additionally, 86%¹ of these viewers have shopped on Amazon, spending 69%² more per month compared to non-Prime Video viewers.

“Eighteen months ago, we introduced ads to Prime Video in Spain, giving brands the opportunity to appear alongside award-winning shows, movies, and live sports, in front of millions of prospective customers,” said Milana Glisic, Managing Director, Amazon Ads, Spain and Italy. “Tonight, we’re demonstrating how they’re delivering for our advertisers, alongside all of our other advertising solutions, and how with Amazon you get it all—you buy into one powerful, interconnected community fueled by trillions of insights.”

Milana Glisic, Managing Director, Amazon Ads Spain and Italy

The company also shared the combined reach of its ad-supported streaming TV portfolio in Spain for the first time—more than 14 million³ average monthly viewers across Prime Video, live sports, Twitch, and premium third-party publishers and apps through Amazon DSP. Amazon Ads reinforced the power of multi-channel advertising strategies, with advertisers in Spain who ran campaigns across Prime Video, Twitch, and premium publishers through Amazon DSP seeing 87%⁴ higher sales revenue and 33%⁵ higher detail page views compared to those that ran single-channel campaigns.

The Amazon DSP is a comprehensive full-funnel ad tech solution that allows advertisers to manage their entire campaign strategy—from awareness to conversion—through a single, integrated solution. With access to thousands of third-party publishers, including Netflix, Disney+, and DAZN, Amazon DSP has significant reach beyond Amazon's properties. This allows advertisers to access a broader audience across the open web.

Amazon unveils new ad formats across Prime Video

During the presentation, Amazon Ads introduced two new interactive ad formats coming to Prime Video Spain on September 30:

Interactive video ads empower advertisers to transform the traditional streaming experience by enabling viewers to engage directly with advertisements using their remote control, mobile device, or voice commands. Customers can add products to their Amazon cart or explore brand offerings without leaving their streaming experience. This innovation connects upper-funnel streaming TV campaigns with lower-funnel outcomes, like cart additions and sales, creating a seamless shopping journey while respecting viewer choice about when to browse and when to buy.

Interactive pause ads create new engagement opportunities for advertisers during natural viewing breaks. When viewers pause content, they will see a translucent ad featuring brand messaging alongside "Add to Cart" and "Learn More" options. These interactive overlays remain available for the duration of the pause, extending brand engagement beyond traditional ad breaks. With a simple remote click, viewers can add products to their Amazon cart or request additional information via email before resuming their content.

Amazon is already running beta tests for this format with major brands including Samsung, L'Oréal, Hyundai, and Uber Eats. Advertisers in the U.S. report a 30%⁶ uplift in brand awareness, and a 36%⁷ uplift in orders, for campaigns including interactive video formats compared to those without. The new solutions are available to advertisers via the Amazon DSP.

Original and exclusive content that capture cultural moments

Prime Video revealed an exciting lineup of original series and movies during its Upfront presentation, showcasing both established and emerging Spanish talent and upcoming highlights, including the conclusion to the global phenomenon Culpa Nuestra and the NBA coming to Prime subscribers in Spain.

Prime Video leaders were joined on stage by top stars including Luis Zahera, one of the leads of the upcoming action-packed Original film Zeta, directed by Dani de la Torre and set for release in 2026, Michelle Jenner, who takes the lead in the upcoming horror series Dime tu nombre, premiering this October 31 worldwide, and Carlos Alcaide, star of the highly anticipated sequel of Apocalypse Z, the film that took the world by storm last Halloween.

Acclaimed actor-director Paco León discussed Aida y vuelta, the return of the beloved television phenomenon 10 years later in a film debuting in theaters across Spain before arriving on Prime Video exclusively, while Iván Massagué, one of the leads of the upcoming exclusive series Day One coming to Prime Video viewers in 2026, highlighted how the new series explores the complex relationship between technology and humanity in the digital age.

The presentation also highlighted Prime Video's commitment to unscripted programming, with Guille Milkyway, one of the judges of the successful live talent show Operación Triunfo 2025, offering insight into his experience with the format so far, and Galder Varas, who also emceed the event, delving into the newly announced show he will host, Esto no es un dating.

Comedian Galder Varas on stage with Jose Escudero, Head of Amazon Ads Spain

In an exclusive announcement, viewers had a first look at Pelayo. Más allá del límite, an unscripted docuseries launching in 2026 where Spanish Special Forces veteran Inspector Pelayo Gayol takes audiences inside Colombia's war on drugs.

Building connections through the Amazon entertainment universe

In addition to shows, films, and sports, the Amazon entertainment universe extends to music, gaming, devices, and podcasts. Twitch, the global livestreaming service with more than 105 million average monthly visitors, is building the future of live, interactive entertainment by celebrating the thousands of highly engaged communities that come to the service every day. From turnkey video and display ads to fully custom programs that include Twitch’s top streamers, there’s a fit for every brand, business, and budget. By combining live, interactive content with Amazon’s first-party insights and full-funnel services, brands can create original campaigns that don’t just drive impressions but make lasting impressions. These are authentically created by streamers who are shaping current and future culture and entertainment.

Spanish football legend Gerard Piqué discussed the success of the Kings League alongside streamer Perxitaa. During the segment, Piqué discussed how Twitch enables millions of football fans to connect with current and ex-players, as well as influencers and celebrities, in an engaging and interactive format that regularly attracts more than a million viewers to a single stream.

Twitch livestream featuring FIFA World Cup winner Gerard Piqué

With millions of young adults across Spain tuning in to Twitch each month, the livestreaming service delivered +55%⁸ incremental reach when added to campaigns that included ads on Prime Video and premium publishers and apps through Amazon DSP during the period from November 2024 to May 2025.

“Across Spain, we’re helping brands appear in front of relevant audiences, in the right place, at the right time, with the Amazon DSP,” said Milana Glisic, Managing Director, Amazon Ads, Spain and Italy. “We want to be the preferred DSP for Spanish advertisers, and that’s why we’re focused on delivering increased efficiency, lower costs, and results that outperform all campaign benchmarks.”

During the week before the event, Amazon Ads announced the launch of Amazon Live brand-led live shopping campaigns. This format combines immersive storytelling, social interactivity, and real-time shopping capabilities to create compelling customer experiences.

Samsung pioneers live shopping in Spain to launch a new product

One of the first brands to utilize this new format in Spain was Samsung, which created an innovative 48-hour live campaign to celebrate the launch of its latest Galaxy Z Fold7 flip phone. The event combined interactive livestream demonstrations where Samsung trainer Xavi Cegarra and tech influencer Atiga showcased the phone's features to the audience via a livestream. This was hosted within a custom landing page on the Amazon store, where customers could make immediate purchases and supported by a comprehensive full-funnel campaign spanning Amazon DSP display ads, high-impact takeovers, Prime Video ads, and online video ads placements to maximize reach and engagement.

The campaign delivered an 11x increase in unaided brand awareness compared to category benchmarks, 9.5x higher sales on the day of the livestream versus a typical day, and 81% of viewers exposed to the livestream said they were more likely to consider purchasing Samsung products after seeing it.⁹

Sources

^1–2 Amazon internal, ES, March–May 2025.

³ Amazon internal, ES, May 2025. Unduplicated monthly audience reach across Prime Video, Twitch, Amazon Publisher Direct, and third-party exchanges.

^4–5 Amazon internal data, ES, May 2024–April 2025.

⁶ Kantar Interactive Ads context lab study, US, Mar 7–23, 2024.

⁷ Amazon internal data, US, Dec 13, 2023–Jan 17, 2024.

⁸ Amazon Marketing Cloud, ES, Nov 2024–May 2025.

⁹ Amazon internal, ES, 2025.