Guide
How to get started with Prime Video ads
Is your brand ready to reach millions of viewers where they enjoy the premium shows and films they love? Here’s how to get started with Prime Video ads.
Be where the world is watching. Expand your reach with Streaming TV ads that show up in award-winning shows and films on Prime Video.
Start using Amazon Ads to display your products and create campaigns.
Help share your brand messaging with new viewers.
If you have limited experience, get in touch to request services managed by Amazon Ads. Budget minimums apply.
Whether it’s the anti-superhuman action of The Boys, an award-winning prestige comedy like The Marvelous Mrs. Maisel or a record-breaking blockbuster film like Road House, Prime Video is an entertainment destination for millions of audiences around the world.
And now, through Streaming TV ads on Prime Video, advertisers have the opportunity for the first time to reach global streaming audiences at scale on the service while they watch the TV shows and films they love – across desktop, mobile and connected TV environments.
Are you ready to be part of the cultural conversation and reach millions of viewers where they enjoy the premium shows and films they love?
Here, we break down the basics of Prime Video ads and walk you through everything you need to get started.
What are Prime Video ads?
Prime Video is a global entertainment destination that gives customers access to hit films, great shows, award-winning Amazon Originals and live sports – all in a single place. Video ads are now available within this programming, offering advertisers a new solution for their brand to align with premium content. Customers will not see ads while watching content on a Prime Video Kids profile.
Who can use Prime Video ads?
Prime Video ads is available for eligible brands, sellers, vendors and agencies. Businesses can buy Prime Video ads whether or not they sell products on Amazon. Ads in Prime Video content have been introduced in the US, UK, Germany, Austria, Canada, France, Italy, Spain, and Mexico, and they will expand to Australia later in 2024.
Where will Prime Video ads appear?
Prime Video ads runs on Amazon Originals and licensed third-party content included with a Prime membership. The ad experience includes both pre- and mid-roll ad breaks. The experience will vary based on titles, with some featuring only pre-roll ad breaks. We strive to deliver an experience with meaningfully fewer ads than linear TV and other streaming TV providers. Title inclusion varies by locale.
What are the reach options with Prime Video ads?
Whether you want to reach pet lovers, fashionistas, auto enthusiasts or other audiences across genres and interests, Prime Video ads helps your brand connect with relevant audiences using Amazon’s exclusive first-party signals and tools. Amazon Ads offers powerful ad tech tools that make it easier to drive results across the planning and activation stages of your Prime Video ad campaign and beyond.
What are the Prime Video ads reporting and optimisation options?
Amazon Ads allows brands to make the most of their Prime Video ad campaign with tools to help measure and drive results across the planning and activation stages.
Amazon Ads offers a suite of first-party and third-party measurement tools that are comprehensive, actionable and durable. Amazon Ads streaming solutions offer the chance to engage with first-party solutions like Amazon Brand Lift and rely on support from trusted third-party providers including Nielsen, Lucid, Innovid, Kantar and more. They can help you contextualise reach and frequency, quantify brand lift and measure in-app conversions based on your campaign objectives.
Additionally, advertisers can access hundreds of insights about their Amazon Ads campaigns with Amazon Marketing Cloud, which helps implement holistic campaign measurement – including media mix analysis, audience insights, journey assessment, custom attribution and omnichannel impact.
How can I access Prime Video ads, and what are the buying methods?
Prime Video ads are available in both managed-service and self-service packages through Amazon DSP. Managed-service advertisers should complete the form here to get started.
Self-service advertisers can begin by registering here and following these steps:
- Find your Prime Video deals
- Leverage the discover section of Inventory Hub to locate your Prime Video deals.
- Search ‘Prime Video’ in the search box to locate all Prime Video deals.
- Choose the deal you wish to activate.
- Create a Prime Video order
- When setting up a new Prime Video order, it’s recommended to choose the ‘Awareness’ goal and KPIs ‘Video Completion Rate’, ‘Cost Per Completed View’ or ‘Reach’.
- Create a Prime Video line item
- Choose line type: Video
- Assign the appropriate product category/subcategory. It’s recommended to select one subcategory that classifies the campaign/brand.
- Within the inventory targeting, click change beside the Deals category to locate Prime Video deals.
- In Deal selection pop-up, search your Prime Video deal, click add to target deal and save changes to target your deal.
- Save to add Prime Video Targeting.
- Attach the Prime Video ads deal
- Within the inventory targeting, click ‘Change’ beside the deals category to locate Prime Video deals.
- Within the inventory targeting, click change beside the Deals category to locate Prime Video deals.
- In Deal selection pop-up, search your Prime Video deal, click add to target deal and save changes to target your deal.
- Save to add Prime Video targeting.
- Adjust targeting constraints
- Consider being more flexible with your targeting constraints, frequency capping and block/allow lists for deals since they already offer more limited supply than open auction buying.
- Add bid guidelines
- Input the fixed CPM rate into both the base bid and maximum average CPM sections.
- Additional audience fees will be displayed under delivery fees.
- Launch your campaign
If you have limited experience, contact us to request services managed by Amazon Ads. Budget minimums apply