Connecting brands at the right moment: Highlights from the first German Amazon Ads Upfront

In a world where relevance is everything, advertising means showing up—in the right moment, with the right message, for the right people. That principle was at the heart of the first-ever Amazon Ads Upfront held in Germany, which took place in Cologne on June 4, 2025.

Germany’s first Amazon Ads Upfront took place on June 4, 2025, in Cologne.

The event brought together leaders across marketing, entertainment, and tech, alongside well-known Prime Video talent and digital creators, to explore how Amazon Ads is helping brands build real connections with customers across the entire funnel.

Star power at the first Upfront in Germany. (Photo credit: Frank Zauritz)

Among the notable faces on the Upfront stage were Anke Engelke and Bastian Pastewka, stars of the Prime Video original series Perfekt Verpasst and the Prime Video original film Fabian und die mörderische Hochzeit, respectively. Additionally, Alicia von Rittberg and Kostja Ullmann from the upcoming Prime Video original series Miss Sophie – Same Procedure As Every Year made an appearance on the Upfront stage. Several cast members from the internationally successful Prime Video original series Maxton Hall – Die Welt zwischen uns also participated, along with sports personalities, including four-time UEFA Women's Champions League winner Josephine Henning and FIFA World Cup champion Benedikt Höwedes.

At the event, Amazon showcased the full spectrum of its advertising solutions across its rich entertainment portfolio—from live demos and creator conversations to new ad solutions and formats like pause ads, interactive video ads, and Amazon Live. The Upfront illustrated how brands can meaningfully connect with audiences across the full funnel—from the first spark of discovery to measurable impact.

One figure stood out during the day: over 17 million.

Prime Video has an average monthly ad-supported reach of more than 17 million customers in Germany.

That’s the average monthly ad-supported reach of Prime Video in Germany—showing how many customers are engaging with premium streaming content in a highly viewable environment.¹ And their engagement goes beyond viewing: 95% of Prime Video viewers in Germany made a purchase on Amazon in the past three months,² and these viewers spend 75% more than the average Amazon customer.³

The event also highlighted that 80% of Amazon Ads customers in Europe who invested in Prime Video ads within the first six months after launch went on to book additional campaigns in the following half-year.⁴

These numbers underscored a broader takeaway from the day: When brands meet audiences in the right context, with formats that feel seamless, advertising stops feeling like an interruption and becomes part of the experience.

4 takeaways from the event

1. Prime Video ads monthly ad-supported reach in Germany announced

With more than 17 million monthly viewers tuning in to ad-supported Prime Video content, brands can now engage premium streaming audiences alongside global blockbusters, local originals, live sports, and more, as Prime Video ads integrates brands seamlessly into high-quality content viewers actively choose to watch.

2. Interactive ads can help turn viewers into customers

Launching in Germany in September 2025, interactive video ads and pause ads allow audiences to shop, learn more, or add to cart without ever leaving the streaming experience. With formats that respond to voice, click, or QR code, brands can now connect the dots between awareness and action.

3. Twitch campaigns spark conversations

For a campaign rooted in credibility and not clichés, look no further than fashion house Yves Saint Laurent’s collaboration with Twitch streamer HoneyPuu. Together, they launched Black Opium Le Parfum Glitter in a way that felt anything but traditional: through an interactive livestream where Honeypuu integrated the fragrance authentically into her content—wearing it, talking about it, and making it part of her world. The result? Genuine engagement that sparked buzz, boosted brand favorability by 28%, and increased purchase intent by 15%—particularly among a beauty-savvy adult Gen Z audience.⁵

4. Full-funnel impact is measurable

AEG’s full-funnel campaign, powered by Amazon Marketing Cloud, was grounded in data, not guesswork. The campaign translated directly into increased sales—both online and offline. A measurable boost in revenue on Amazon, a clear uplift in purchase intent, and impressive return on ad spend (ROAS) on offline sales—showing that when the funnel is seamlessly connected, digital drives real-world performance.

The bottom line

Actor Aldis Hodge talks about Cross, the Prime Video thriller series where he plays detective Alex Cross.

The first Amazon Ads Upfront in Germany wasn’t just about unveiling new formats or sharing standout numbers—it was a clear commitment. A signal that Amazon Ads is investing in the German marketplace with the tools, talent, and technology brands need to stay culturally relevant and commercially effective in an ever-evolving media landscape.

It proved that when signals meet storytelling, and media meets the moment, brands can build real connections—across screens, formats, and audiences. Whether it’s on the couch with Prime Video, in the Twitch chat, or through headphones during a morning commute—Amazon Ads is where attention lives and where impact begins.

Sources

¹ Amazon internal, DE, 2025.

^2–3 Amazon internal, DE, May 2024–May 2025.

⁴ Amazon internal, February 2025.

⁵ Amazon internal, DE, 2025.