Amazon Ads Connected Worlds: Celebrating 10 years of innovation in India

On March 24, 2026, Amazon Ads hosted Connected Worlds—its inaugural flagship advertising event in India—celebrating 10 years of Amazon Ads in the country. The event brought together hundreds of advertisers, brands, and industry leaders in Mumbai as Amazon Ads unveiled its vision for the future: a connected offering where content, commerce, and technology work together to help brands move from reach to relevance.

“For years, the question was: ‘How many people can I reach?’ Because scale is easy. Relevance is what drives growth,” said Girish Prabhu, Vice President and Head of Amazon Ads India, setting the tone for the day.

Girish Prabhu, Vice President and Head, Amazon Ads India, launching the Connected Worlds summit celebrating the 10-year milestone in the country.

Amazon Ads India now serves hundreds of thousands of advertisers—from small businesses to large enterprises to brands that don’t sell on Amazon, like leading auto and financial services companies. What sets Amazon Ads apart are trillions of shopping, browsing, and streaming signals—insights that tell brands not just what people are interested in, but how close they may be to making a decision. As brands across categories shift toward premiumization, reaching premium audiences consistently at scale has become the central challenge. The answer, Prabhu said, isn’t more channels—it’s integration.

Amazon Ads connects every moment of a consumer’s day—from shopping for essentials in the morning, to browsing through the day, to streaming entertainment in the evening—into one continuous, full-funnel journey. Brands can build awareness through premium video, stay present as customers consider, convert when they’re ready to shop, and re-engage to build loyalty. One Amazon. One view. One connected journey—from first impression to final purchase.

To power this connected world, Amazon Ads showcased how content, technology, and commerce are shaping its vision.

Content: Where brands are built

Prime Video ads launched in India in June 2025, and since then over 80 brands have collaborated with the service. Globally, Prime Video now reaches over 315 million monthly ad-supported viewers across 15+ countries¹.

Prime Video audiences in India are deeply engaged and shopping-ready—spending 100 minutes per day on the streaming service, with 63% of that time on connected TVs¹. 78% of Prime Video audiences actively shop on Amazon.in every month, spending 8.8x more than other shoppers¹. The service reaches audiences across 99% of pincodes, with 62% watching in four or more languages^1.

Gaurav Bhasin, Head, Marketplace & Prime Video Ads, unveils new ad innovations for Prime Video.

On the content front, Prime Video India unveiled an ambitious slate anchored in innovation and authentic storytelling. Highlights include Vansh – The Immortals of Kalyug (India’s first live-action streaming superhero series), The Revolutionaries (a young-adult action-adventure about India’s freedom struggle, featuring Bhuvan Bam, Rohit Saraf, Pratibha Ranta, and Gurfateh Pirzada), and the Mirzapur Movie—a first for India, taking a mainstream streaming franchise to theatres. Returning fan-favorite franchises include new seasons of Farzi, Dahaad, Call Me Bae, and Inspector Rishi, alongside new partnerships with Alia Bhatt and Hrithik Roshan.

Nikhil Madhok, Director & Head of Originals, Prime Video India, launches the new ambitious content slate for SVOD Originals Prime Video.

Amazon MX Player introduced a new micro-drama short-form content format, Fatafat, with premium, serialized storytelling completely free for audiences in India. Designed for mobile-first viewers, Fatafat features bingeable stories in two-minute episodes in a vertical format, delivering 40 minutes of watch time per user. This opens up new storytelling opportunities for brands. For instance, Samsung collaborated on the micro-drama Love Unpacked, which was shot entirely on Samsung Galaxy smartphones, with in-show integrations and native in-stream ads.

Karan Bedi, Director & Head, Amazon MX Player, shares the video streaming service’s growth to 250 million monthly active users.

Amogh Dusad, Director & Head of Content, Amazon MX Player introduces Fatafat, a new micro-drama, short-form content format.

Amazon Ads is deepening its collaboration in the creator economy through the Amazon Ads Creator Program. With over 500,000 creators, brands can drive authentic advocacy across the funnel ². When Aveeno Baby leveraged the program, they saw over 7 million views, 1.4%+ engagement, and a 41% lift in brand searches ².

Amazon Live enables live streaming product demonstrations, and Creator Connections, launching in India later this year, will automatically connect Sponsored Product campaigns with creators from the Amazon Influencer Program—making creator marketing as measurable and scalable as search.

Kapil Sharma, Director, Amazon Ads India, introducing the Amazon Ads Creator Program.

Technology: Smarter, simpler, AI-powered

Amazon Ads also introduced Campaign Manager, which brings together Amazon DSP and Amazon's advertising console into a single ad platform. This new and simplified experience eliminates the need for separate accounts and manual metric compilation, so advertisers can manage campaigns across the entire full funnel through one global entry point. With a centralized reporting hub to view cross-channel insights from multiple campaigns and brands, and key metrics and AI-powered search capabilities, Campaign Manager makes ad buying and campaign implementation simpler.

Mark Craig, Demand Tech Experiences, Amazon Ads announcing the Unified Campaign Manager for India.

Two major AI tools were introduced. Creative Agent is an always-on, agentic AI creative partner that understands a brand’s identity, generates ideas, and designs high-quality videos, images, and audio—at no cost. It was demonstrated live on stage, showcasing how advertisers can go from concept to campaign-ready creative in hours, not weeks.

Nikhil Nanivadekar, Principal Engineer - Creative X, Amazon Ads, introducing Creative Agent in India.

Ads Agent transforms campaign management through natural language—advertisers can build audience segments, generate analytics queries, and optimize campaigns simply by asking.

Across Prime Video and Amazon’s shopping surfaces, a suite of new ad formats was unveiled—designed to drive action at every stage of the funnel.

On Prime Video: Interactive Video Ads let viewers take action mid-stream, Pause Ads put brands center-stage when viewers pause, FITO (First Impression Takeover) owns the first moment of every streaming session, and In-Show Integrations weave brands naturally into narratives. Across 65 campaigns measured by Kantar, Prime Video and streaming ads delivered 28% higher message association, 23% higher brand favorability, and 20% higher aided awareness versus industry benchmarks ³.

On Amazon’s shopping surfaces: Sponsored Rewards brings gamification into advertising (Airtel achieved 50% lower CPA on Amazon MX Player), Homepage First Impression Takeover delivers video and display ads for new launches and hero products, and Sponsored Brands reserve share of voice secures premium top-of-search placement for branded keywords at a fixed, upfront price. Bosch leveraged Performance+ to achieve 72% higher ROAS than category average, with ~70% of purchases from new-to-brand customers ².

Amazon Ads Brand Innovation Lab creates innovative, first-of-its-kind advertising experiences to help solve strategic brand challenges. Brand Innovation Lab showcased some of its unique solutions in India. Whether it’s a sharp, focused moment or a larger cross-funnel movement—the starting point is always the same: a brand’s business challenge.

Priyanka Khaneja Gandhi, Head of Marketing and Creative Solutions, Amazon Ads India, introducing Brand Innovation Lab.

The Soundbar Store—India’s first virtual sound demo experience inside a marketplace—solved a precise customer friction point, delivering 70-second dwell time and 9x ROAS while reaching 90% unique visitors ². Amazon’s first Travel Store connected travel planning with travel essentials across six brands, with Scapia seeing 30% better qualified leads than display benchmarks ². And the viral Cheetos Duster, co-created with Frito-Lay and launched exclusively on Amazon during Black Friday, sold out 2,000 units in two hours with 149% sales lift ²—product, content, commerce, and advertising all connected.

Amazon Ads highlighted the growing brand opportunity on Amazon Now that connects the full customer journey, from awareness and consideration through to conversion, enabling a true closed-loop, full-funnel experience within a single channel. This offers brands an opportunity to be present at the moment of intent when customers are ready to buy everyday essentials. Someone sees a brand on Prime Video and minutes later orders from them on Amazon Now. From screen to doorstep. From discovery to action—in moments.

The reimagined Homepage Hero placement now offers flexible share of voice packages and targeting options year-round, democratizing access to Amazon’s most visible advertising real estate for brands of all sizes.

A compelling CPG brand case study demonstrated the power of full-funnel integration: by moving from 86% sponsored ads-only spend to a full-funnel approach, the brand achieved a 7x increase in product page views and 9x increase in purchase rate for new-to-brand customers ².

Gulshan Verma, Director, Amazon Ads India, highlighting the opportunities for brands with full-funnel advertising.

A fireside chat moderated by Priyanka Khaneja Gandhi, Head of Marketing and Creative Solutions at Amazon Ads India, brought together Ajay Kakar (Head of Corporate Branding, Adani Group), Amit Sarda (Managing Director, Soulflower), and Rathi Gangappa (CEO, Starcom India) to discuss how brands are navigating the intersection of creativity, technology, and commerce—from fragmented consumer journeys to the real-world impact of AI and the evolution of retail media as a full-funnel engine.

As Connected Worlds concluded, Amazon Ads reinforced its vision of enabling brands to connect content, commerce, and community through a unified offering. With relevant reach powered by first-party signals, AI-driven innovation designed to unlock creativity at scale, and full-funnel solutions spanning awareness to loyalty, Amazon Ads is committed to helping brands drive meaningful customer connections in an increasingly connected world.

“Consumers are spending more time with premium, long-form content—and formats like micro-dramas—than ever before. That’s where brands are built. Where perception is shaped. And when these moments are connected—from discovery to action—that’s when advertising truly works. That’s the power of connected worlds of Amazon Ads,” Girish Prabhu concluded.

Amazon Ads and Prime Video Leadership. Left to Right: Karan Bedi, Gaurav Bhasin, Nikhil Madhok, Priyanka Khaneja Gandhi, Kapil Sharma, Girish Prabhu, Gulshan Verma, Amogh Dusad, Mark Craig, Nikhil Nanivadekar.

Sources

¹ Amazon Prime Video, Global and India - Internal Data, 2025

² Amazon Ads India, Internal Data, 2025

³ Kantar’s Brand Lift Studies on Prime Video and streaming ad campaigns