Amazon Marketing Cloud launches Prime Video insights for enhanced audience understanding

What launched?

Amazon Marketing Cloud (AMC) now includes Prime Video viewership signals in open beta, allowing advertisers to analyze content engagement patterns across Prime Video for their customers. These new signals provide content title, content type, and show-level information from Prime Video (including “Watch for free” content, formerly known as Freevee), enabling advertisers to develop more comprehensive audience insights while maintaining user privacy. The Prime Video signals can be combined with existing AMC signals and/or advertiser-uploaded datasets to create a more complete view of customer behavior.

Why is it important?

This launch helps advertisers better understand the entertainment preferences of their customers and how these intersect with other customer behaviors. By combining Prime Video viewership insights with other AMC signals, advertisers can develop better campaign strategies to reach the right audience, measure the relationship between viewing behavior and purchase patterns, and create more relevant audience segments. Additionally, these signals allow advertisers to understand the overlap between their customer base and Prime Video viewers, providing valuable insight into potential audience reach on Prime Video, especially for non-endemic advertisers who don't sell on Amazon.

Where is the feature available? *

• AMER: United States, Canada
• EMEA: United Kingdom, Germany, Spain, Italy, France
• APAC: Australia, Japan

Who can use it?

• Any advertisers located in the above marketplaces who have access to Amazon Marketing Cloud.
• Managed service advertisers
• Self-service advertisers
• Agencies

Where do I access it?

• Amazon Marketing Cloud

API specific

• The Prime Video viewership insights will be accessible through existing AMC API endpoints. No technical changes are required to the API infrastructure, and current AMC API users can access this new dataset through their existing integrations. All standard AMC privacy controls, aggregation thresholds, and security measures apply to API access of new Prime Video insights.