Amazon Mexico hosts first Upfront, unveiling innovative advertising solutions across its entertainment portfolio

Today, Amazon hosted its first-ever Upfront presentation in Mexico City, where senior executives from Amazon Ads and Prime Video revealed how Amazon is transforming advertising for its customers. Amazon announced for the first time that Prime Video has an average monthly ad-supported reach of more than 14M in Mexico.¹ Amazon showcased how brands can leverage its premium entertainment portfolio spanning Prime Video Originals, live sports, interactive streaming experiences, and shoppable content—with innovative ad technology that drives unparalleled audience engagement for advertisers.

At a star-studded event featuring prominent talent from Prime Video's Latin American content slate—including Eugenio Derbez (producer of LOL: Last One Laughing Mexico), Daniel Krauze (writer of upcoming series El Juicio), Omar Chaparro, Alex Speitzer, and Paola Nuñez (stars of the upcoming movie Venganza), Fernando Bonilla, Elena del Río, and Fabrizio Santini (from the upcoming series La Oficina), Fernanda Castillo (from the upcoming series La Casa de los Espíritus), and the main cast of the 2024 hit series Nadie Nos Va A Extrañar—Amazon unveiled the extensive advertising opportunities across its entertainment portfolio, introducing new ways for brands to connect with audiences.

"At Amazon Ads, we’re transforming advertising in Mexico by connecting brands with audiences in more meaningful ways,” said Carlos Fanjul, General Manager of Amazon Ads Mexico. “Our unique ability to combine premium entertainment with actionable shopping moments gives advertisers the power to connect with consumers at precisely the right moment. This convergence of entertainment and technology is creating entirely new possibilities for advertisers in Mexico.”

Amazon unveils interactive video ads, bridging the gap between content and commerce

To help advertisers bridge the gap between high-quality content and commerce moments, Amazon Ads unveiled interactive video ads which leverage digital interactivity to enhance the streaming experience and help brands build effective full-funnel campaigns.

These interactive video ads enable viewers to add items directly to their Amazon cart or learn more about brands with a simple click of a remote, scan on a mobile device, or voice command—all without leaving the streaming experience. For viewers, this creates a frictionless shopping experience. For marketers, it connects upper-funnel Streaming TV ad campaigns and lower-funnel conversion metrics, directly connecting brand awareness to measurable outcomes like “add to basket” and product sales.

According to research conducted by Amazon in the U.S., advertisers running both interactive and non-interactive video ads for their Amazon product listings found interactive ads to be more effective in boosting engagement rates across the customer shopping journey. Interactive ads drove 10x more product page views and conversions than non-interactive ad formats.²

Prime Video unveils upcoming series and movies

During the event, Prime Video executives revealed an exciting slate of new local and global content, including an expanded live sports offering. The presentation also highlighted upcoming originals from Amazon MGM Studios' LATAM production slate.

“At Prime Video, we believe in offering stories that connect with all audiences, from local productions that reflect our culture to global franchises that set trends around the world,” said Tomás Tejero, Country Manager of Prime Video in Mexico. “Mexico is currently one of the countries with the most robust slate of original productions, and we add to that the value of being home to the most exciting sports, such as Chivas and the NBA. All of this reinforces our vision of being the most complete entertainment destination, with something for all our members.”

Highlights from today’s announcements include:

Nadie nos va a extrañar: Dramedy series about a group of '90s nerds will have a second season. The same production team returns with Silvana Aguirre as showrunner and Samuel Kishi as director.

La Oficina: Mexican adaptation of The Office set in a soap factory in Aguascalientes, directed by Gaz Alazraki. It will premiere in 2026 on Prime Video with Fernando Bonilla as the incompetent boss of the family business, and Elena de Río and Fabrizio Santini join the cast.

LOL Buscando Talento: México: The first spin-off of LOL: Last One Laughing Mexico, where Eugenio Derbez, Michelle Rodríguez, Adal Ramones, and "El Capi" Pérez travel across Mexico searching for comedians with the "LOL gene" to compete in the Casa LOL.

LOL: Last One Laughing México: The eighth season will feature a jungle theme where ten comedians compete to not laugh under Eugenio Derbez's supervision, in a wild environment where everyone is potential prey.

Venganza: Action film starring Omar Chaparro and Alejandro Speitzer about two Mexican soldiers in search of justice. It will be the first Amazon Original movie hailing from Mexico to premiere in theaters before anywhere else, and it will do so with a prestigious partner: Cinépolis Distribución. This film will arrive in theaters nationwide in February 2026.

Prefiero la muerte: Teen comedy about young people facing a zombie invasion. Created by Sebastián Sariñana, it follows Archie, a student bitten by a zombie who struggles to survive amid the chaos.

La Casa de los Espíritus: First series adaptation of Isabel Allende's famous novel. Starring Alfonso Herrera and Nicole Wallace, it narrates the story of several generations of a family marked by love and secrets.

Premium sponsorships: Delivering measurable results across Amazon’s entertainment portfolio

During the Upfront presentation, Amazon Ads highlighted the exciting ways in which advertisers are engaging audiences across premium entertainment. Customers joined Amazon on stage to share their success stories, including Lina Orozco, Chief Digital Marketing Officer from L'Oréal Paris, who discussed their innovative brand integration in Mentiras, La Serie.

"At L'Oréal Paris, we understand that connecting with consumers extends beyond beauty trends—it's about understanding their evolving habits and content consumption preferences,” said Orozco. “We discovered that today's consumers prefer brands to be naturally integrated into stories they love rather than traditional advertising approaches. This insight led to our groundbreaking collaboration with Amazon Ads and Prime Video, where we seamlessly incorporated our Elvive Óleo Extraordinario de L’Oréal Paris into Mentiras, La Serie. This wasn't just advertising—it was storytelling that blended our brand with iconic content so organically that viewers didn't feel they were watching an ad."

The creative campaign for Elvive Óleo Extraordinario de L’Oréal Paris achieved a 3x increase in unaided brand awareness, 2.3x improvement in brand awareness, and a 24% increase in product recognition and brand favorability, with purchase intent increasing by 19% among viewers.³ "This demonstrates the unique effectiveness of Amazon Ads full-funnel solutions working together—where brands can seamlessly connect streaming, shopping, and entertainment experiences to reach new audiences and drive enhanced results across multiple touchpoints in the customer journey," said Ana Magallanes, Senior Sales Account Executive, Amazon Ads.

Seamless integration: Where content, commerce, and technology converge

Amazon has created a world where content and commerce converge, from building awareness through Prime Video, driving consideration with Twitch streamers and interactive experiences, enabling action through shoppable ads and display advertising, and using Amazon Marketing Cloud insights to reengage audiences.

"We're making it easier than ever for brands to activate across all these touchpoints through direct integrations with premium publishers, an expanded suite of programmatic capabilities, and the ability to layer custom first-party audiences with Amazon's trillions of shopping, streaming, and browsing signals in Amazon DSP," said Carlos Fanjul.

During the event, Amazon Ads announced a further expansion of its premium publisher inventory. Disney+ inventory will soon be available through Amazon DSP in Mexico—providing streamlined activation for Amazon DSP customers.

At the event, Amazon Ads also announced new third-party measurement offerings, including brand lift studies from Dynata, attention studies from Lumen, and creative sentiment analysis from Latitude. These solutions complement Amazon Ads own measurement solutions helping brands to understand how their campaigns perform across all stages of the funnel from awareness to consideration and conversion.

"This is just the beginning of our advertising innovation in Mexico," said Fanjul. "As we expand our content offerings and technological capabilities, we'll continue developing new ways for advertisers to engage audiences across our entertainment channels. Our vision is to create the most comprehensive advertising experience that delivers both exceptional creative connections and measurable business results."

Sources

¹ Amazon internal, MX, August 2025.

² Amazon internal, U.S., September 2023.

³ Latitude, survey-based Brand Lift Mentiras x Oleo extraordinario by L’óreal París 2025.