Prime Video
Prime Video combines massive global streaming reach with Amazon's unparalleled first-party retail and purchase data, enabling advertisers to target consumers based on real shopping behavior at scale across premium CTV inventory.
Last updated Jul 21, 2026 by the ATDb Editorial Team · Connections updated Jul 23, 2026
At a glance
- Employees
- 10001+
- Revenue
- $5B+ (advertising revenue contribution, part of Amazon's $50B+ total ad business)
- Stock
- AMZN
About
Top-tier CTV advertising platform with unmatched first-party retail data integration, competing directly with Netflix Ads, Hulu, and Roku for premium video ad budgets
Prime Video is Amazon's flagship streaming video service, offering a vast library of movies, TV shows, Amazon Originals, live sports, and licensed content to subscribers in over 240 countries and territories. Originally bundled with Amazon Prime membership, the service dramatically expanded its advertising footprint in January 2024 when it introduced ads to its default subscription tier, instantly creating one of the largest ad-supported streaming audiences globally — estimated at over 200 million monthly viewers in the US alone. This move positioned Prime Video as a major force in connected TV (CTV) advertising alongside Roku, Hulu/Disney+, and Netflix Ads. From an AdTech perspective, Prime Video's advertising offering is deeply integrated with Amazon's broader advertising ecosystem, including Amazon DSP, Amazon Marketing Cloud (AMC), and first-party retail and purchase data from Amazon.com. This unique combination of streaming reach and commerce-grade audience signals gives Prime Video a differentiated data advantage over pure-play streaming competitors. Advertisers can target audiences based on shopping behavior, purchase intent, and product category affinity — capabilities no other CTV platform can match at scale. In August 2025, Amazon shut down Amazon Freevee and absorbed its free ad-supported content into Prime Video, consolidating its AVOD and SVOD inventory under a single brand. Prime Video competes directly with Netflix, Hulu, Disney+, Peacock, and Paramount+ for both subscribers and advertising budgets. Its ad inventory is sold programmatically via Amazon DSP and through direct deals, with premium placements available for tentpole content like NFL Thursday Night Football and major Amazon Original premieres. The service represents a critical pillar of Amazon's multi-billion-dollar advertising business, which surpassed $50 billion in annual ad revenue in 2024.
Business model
Subscription + Advertising (SVOD/AVOD hybrid)
Target market
Enterprise
What they offer
Prime Video Ad-Supported Tier
Default subscription tier with limited ads introduced January 2024, providing massive reach for CTV advertisers across premium and original content
Amazon DSP Integration
Programmatic access to Prime Video inventory via Amazon's demand-side platform, enabling audience-based buying with first-party retail data
Streaming TV Ads
Premium video ad formats including pre-roll, mid-roll, and pause ads across Prime Video content and live sports
Thursday Night Football Sponsorships
Exclusive live NFL game inventory on Prime Video offering high-reach, brand-safe sponsorship and ad packages
Amazon Marketing Cloud (AMC) Integration
Clean room analytics enabling advertisers to measure Prime Video campaign performance alongside other Amazon media and retail signals
Interactive and Shoppable Ads
Innovative ad formats allowing viewers to add products to cart, request information, or interact with ads directly from the TV screen
Freevee Content (Absorbed)
Free ad-supported content formerly on Amazon Freevee, now integrated into Prime Video following Freevee's shutdown in August 2025
Prime Video Channels
Add-on subscription channels (e.g., Paramount+, Starz) distributed through Prime Video, with associated advertising opportunities
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Yes
- 2006 · Founded