Location-based interactive video ads launch on Prime Video

Amazon Ads introduced location-based interactive video ads (IVA) on Prime Video, expanding its local advertising capabilities and giving brands new and highly efficient ways to reach audiences with locally relevant streaming campaigns.

Location-based IVA allows brands across local marketing categories, such as auto dealerships, financial institutions, insurance providers, or restaurants, to customize their streaming messages by geographic location—showcasing regional offers, location-specific pricing, or local business information while maintaining the scale and simplicity of a single national buy. Interactive functionality such as “Send to Phone” or “Sign Up Today” enables customers to seamlessly engage with nearby locations, promotions, or brand experiences directly from their TV screens, bridging the gap between awareness and action. The result is a more relevant, actionable ad experience for customers and a scalable, measurable solution for brands.

“We’re focused on helping local and regional advertisers reach customers in more relevant and measurable ways,” said Jenn Donohue, Director of Local Ad Sales at Amazon Ads. “By bringing local context to streaming campaigns, we’re making it easier for brands to reflect the communities they serve while democratizing access to premium streaming environments.”

The new offering complements Amazon Ads broader suite of local advertising solutions, including Geographic Insights and Activation (GIA). GIA empowers advertisers to uncover and act on regional growth opportunities using Amazon's first-party retail signals. By leveraging these insights, brands can pinpoint high-potential geographic areas and optimize their campaigns to reach new-to-brand customers more effectively.

For example, Purina used GIA to enhance audience reach and precision to drive customer acquisition—achieving over 300% higher new-to-brand detail page view rate, a greater than 85% reduction in cost per new-to-brand detail page view, and a 4x increase in overall new-to-brand detail page views through geographic optimization.¹

Amazon Ads local advertising solutions deliver precision at scale, helping businesses of all sizes connect with relevant audiences through premium streaming content. With a reach extending to over 300 million monthly ad-supported viewers in the U.S., Amazon Ads combines powerful audience insights with trusted content to create measurable campaigns that drive business outcomes. This bridges the gap between national reach and local relevance, democratizing access to premium advertising previously unavailable to many regional advertisers.

Sources

1. ¹ Amazon internal, US, 2025