Wicked: For Good brings back Oz on Amazon, Prime member screenings

Some campaigns bring people together—For Good…

As the epic conclusion of the global Wicked cinematic phenomenon approaches, with the release of Universal Pictures’ Wicked: For Good on November 21, Universal Pictures and Amazon Ads Brand Innovation Lab—the creative hub that helps bring innovative, custom campaigns to life across the Amazon canvas—have rejoined forces to deliver the world of Oz to Prime members. This collaboration celebrates the transformative power of friendship that lies at the heart of Wicked: For Good, with a campaign worthy of the bond between the legendary witches of Oz, Elphaba and Glinda, themselves.

The journey begins today, as Universal Pictures and Amazon return with a cross-channel integrated experience that brings Wicked: For Good into fans' lives worldwide. Through digital experiences and innovative activations, the story of these two remarkable friends will bring hearts together across Amazon's canvas in the lead-up to the film's release.

Prime members can visit OzOnAmazon.com to discover an exclusive collection of Wicked merchandise, from toys and games to beauty and fashion, that celebrate this beloved story. The excitement builds through the fall, with deals on hundreds of Oz-inspired products during the Prime Big Deal Days event.

Amazon will continue to bring Prime members together for an unforgettable shared experience by providing early access to Wicked: For Good in select theaters on November 17 across the U.S., four days before the film’s wide release on November 21. Prime members can head over to OzOnAmazon to buy those tickets now.

The Wicked: For Good campaign embraces the entire Amazon canvas, bringing the film's themes of friendship and acceptance to life in innovative ways. Fans can enhance their daily routines with Echo devices via Alexa Themes, an interactive experience featuring the iconic characters and music in Alexa responses for weather, timers, alarms, jokes, and more.

Bringing fans together like never before, the "Together for Good Stream-A-Thon" unites Twitch's most engaging creators for a variety show celebrating Wicked: For Good, where community-driven charitable donations unlock exclusive rewards while viewers help shape unique Wicked-themed content across gaming, music, art, and entertainment segments.

The Wicked: For Good soundtrack will be available to listen on Amazon Music starting on November 21.

"Building on the success of our first Wicked campaign, we're excited to once again bring this beloved story to life across Amazon's canvas," said Kate McCagg, head of Amazon Ads Brand Innovation Lab. "This omnichannel campaign introduces innovative new ways for fans to engage with the world of Oz while keeping what fans loved about our first collaboration—like early screenings for Prime members. Through our partnership with Universal Pictures across both chapters of this epic story, we've created a truly immersive experience that connects audiences with this magical movie in ways that are uniquely Amazon."

While Elphaba and Glinda's story may be reaching its conclusion, the message of their friendship and the way it has united millions through the Amazon canvas will continue to inspire—For Good.

About Universal Pictures’ Wicked: For Good

Last year’s global cinematic cultural sensation, which became the most successful Broadway film adaptation of all time, now reaches its epic, electrifying, emotional conclusion. The final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar® nominee Cynthia Erivo) and Glinda (Oscar® nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good.