Prime Video and Amazon MX Player unify to create India's largest originals destination

Amazon MX Player has integrated into Prime Video, forming India’s largest video streaming service for original and exclusive content. The new service creates a new single destination for advertisers to engage Prime Video’s premium audience, and Amazon MX Player’s expansive reach, across free and premium content, including local Prime Video originals, Amazon MX Player original series, unscripted reality shows, micro-dramas, and a rich selection of international dubbed content.

Together, the unified service is home to six of India's Top 10 Web Series of All Time¹ including Mirzapur, Panchayat, and Family Man—earning nearly 700 national and international awards, giving advertisers the opportunity to align with relevant content that doesn’t just attract viewers but also shapes Indian culture.

“The unification of Amazon MX Player with Prime Video significantly uplevels the possibilities for advertisers in India. For viewers, this means more of their favorite content in one place. For advertisers, the new service translates into wider and more engaged audiences in a single destination available for sponsorship and custom creative brand opportunities. This is not just about reach—it is about performance, scale, and precision. With our full-funnel advertising solutions, brands can now leverage shoppable formats, integrate within India’s biggest shows, sponsor premium content, and measure real impact from impression to outcome, all within one streaming service powered by trillions of Amazon signals,” said Girish Prabhu, Vice President & Head, Amazon Ads India.

Here’s what it means for advertisers:

Premium content at unmatched scale, powered by trillions of signals

The unification makes Prime Video a one-stop destination for premium entertainment for diverse audiences, from Prime Video's iconic local originals and global hits to Amazon MX Player's diverse library of scripted series (Aashram, Made in India), unscripted reality shows (Rise and Fall, Hip Hop India), micro-dramas (Don of Jaunpur, Dil se Dil Tak), and dubbed international content (Lovely Runner, Arafta). Advertisers can run campaigns that build awareness, drive consideration, and convert, as part of full-funnel Amazon Ads campaigns. Amazon's trillions of shopping, browsing, and streaming signals give advertisers a deeper understanding of what audiences care about, enabling them to reach consumers with products and services they're most likely to be interested in. Brands can reach audiences based on shopping personas—from beauty enthusiasts and tech-savvy buyers to fashion forward and health-conscious consumers—driving more relevant engagement across the funnel.

Simplified buying across Prime Video and beyond, with shoppable formats that bridge content and commerce

With the unification, Indian advertisers now have access to the country's largest streaming audience with Prime Video, as well as other apps and websites with Amazon DSP. Through a single tool, advertisers can plan, execute, and measure campaigns across this combined streaming inventory alongside Amazon's owned and operated digital properties and other premium publishers, maximizing reach and efficiency in one buy.

Prime Video and Amazon MX Player also offer shoppable ad formats that bridge the gap between entertainment and commerce. For instance, viewers can see an interactive ad and simply scan the QR code to Add to Cart. Other interactive formats, including Branded Carousels and Pause Ads, give brands innovative ways to show up in high-attention moments without disrupting the viewing experience.

Brand partnership opportunities that bring brands closer to the customer

Prime Video offers a variety of brand partnership opportunities that go beyond standard ad placements, including in-show integrations of brands and products woven into shows and movies, talent-led content vignettes, branded bumpers, and impressions across full seasons. Each is designed to build meaningful association between brands and premium content, helping advertisers reach new, engaged audiences through seamless storytelling rather than interruption.

Sources

¹ IMDb, 2026.