Launch announcement
Engage viewers with interactive pause ads when they take a break on Prime Video
September 30, 2025
What launched?
Prime Video's interactive pause ad offers advertisers a non-interruptive ad format that appears when viewers pause their content. This format features remote-click interactivity that allows viewers to use their remote to take actions like requesting information or adding products directly to their Amazon cart. This creates meaningful connections with audiences during natural viewing breaks while maintaining a seamless streaming experience.
Interactive Pause Ad: ‘Add to cart’ for brands who sell on Amazon
Interactive pause ad: 'Send email' for brands who don't sell on Amazon
Why is it important?
This innovative format provides brands an opportunity to reach and engage viewers during natural pause moments in their streaming experience. The interactive capabilities, including Add to Cart functionality, simplify the path to purchase and create immediate opportunities for viewer engagement. Pause ads transform typically idle moments into valuable brand touchpoints while maintaining a non-disruptive viewing experience.
Where is the feature available?
- North America: United States
- Europe: Germany, Spain, France, Italy, United Kingdom
Who can use it?
- ADSP managed-service advertisers