Amazon Ads introduces Dynamic TV Creative for Prime Video

Amazon Ads has announced Dynamic TV Creative, our first capability to automatically personalize Interactive Video Ads (IVA) on Prime Video series and films based on viewer shopping behavior.

Dynamic TV Creative leverages Amazon's trillions of shopping, browsing, and streaming signals, along with AI-driven creative optimization and campaign management solutions, to customize ad elements at the time of impression. Rather than showing a single static message to every viewer, the capability dynamically adjusts the interactivity format, call-to-action, headline, and product details based on where viewers are in their purchase journey, from awareness to conversion. Leveraging Amazon Ads authenticated graph technology, which deterministically reaches 90% of U.S. households, Dynamic TV Creative helps brands reach the right viewer at the right moment, removing the guesswork from advertising.

"Dynamic TV Creative applies Amazon's first-party signals at the creative level, so each viewer sees the version of an ad most relevant to them without requiring advertisers to produce multiple assets for a single campaign," said Fabrice Rousseau, Director, CreativeX, Amazon Ads. "This moves away from a one-size-fits-all approach, creating a more relevant experience for audiences while streamlining campaign management and execution for brands and helping their marketing dollars work harder."

With Dynamic TV Creative, advertisers upload a single base creative asset, and personalization is generated automatically, drawing from Amazon’s rich signals including shopping and browsing history, Prime Video engagement, product availability, and contextual factors like geography.

Customizations include:

• Product imagery: Modifying the creative format based on viewer familiarity with the product
• Call-to-action: Selecting from options such as "Add to Cart," "Send to Phone," "Save to Cart," or "Visit Brand Store"
• Headline copy: Adjusting messaging based on awareness versus consideration stages
• Product details: Highlighting information such as ratings, Prime benefits, or pricing

"At Hershey, we’re always looking for ways to meet consumers where they are—whether they’re discovering a new snack or ready to add a favorite to their cart," said Megan Daly, Manager, Video Lead, The Hershey Company. "Dynamic TV Creative allows us to deliver the right message at the right moment, turning a single creative asset into a more personalized experience that moves shoppers through the funnel more efficiently while connecting upper-funnel media to real purchase outcomes."

The capability is currently available to select U.S. advertisers that sell on Amazon and are running campaigns on Prime Video across categories such as CPG, fashion, and electronics. It will expand to more customers in Q3, along with broader inventory access, including live sports and Prime Video Channels.

Dynamic TV Creative adds to Amazon Ads' existing interactive and shoppable ad formats on Prime Video, including AI-powered pause ads and location-based IVA. Amazon Ads' interactive video ad formats drive measurable results for brands: 6x higher brand search, 4x more detail page views, 4x more add-to-cart actions, and 5x higher purchase rates.¹

Sources

¹ Amazon Internal, Interactive Video Ads (IVA) Incrementality Study 2025 Update, Data Period: Full Year 2025, Sample: 14,518 IVA campaigns, 9,960 IVA advertisers. Study compared to standard streaming TV campaigns without interactive features