Prime Video Ads

Top-tier premium CTV ad platform with ~115M monthly US viewers and unique Amazon first-party retail data integration

Prime Video Ads is Amazon's dedicated advertising business unit built on top of the Prime Video streaming service, which transitioned to an ad-supported model on January 29, 2024. The platform gives brands access to one of the largest streaming audiences in the United States — approximately 115 million monthly viewers — combining premium long-form video inventory with Amazon's unparalleled first-party purchase and behavioral data. This combination of reach, content quality, and shopper intelligence positions Prime Video Ads as a formidable competitor to traditional TV and other streaming ad platforms. The platform operates a structured CPM pricing model with distinct tiers: a Preferred tier at approximately $26 CPM, a Guaranteed tier at approximately $34 CPM, and high-impact Sponsorship packages ranging from $600,000 to $8 million. These sponsorships include exclusive integrations around tentpole content such as NFL Thursday Night Football and Amazon Originals. Advertisers can also leverage interactive ad formats, shoppable ads, and pause ads that connect directly to Amazon's e-commerce ecosystem, enabling closed-loop attribution from ad exposure to purchase. In the AdTech ecosystem, Prime Video Ads represents a significant shift in the streaming landscape, instantly becoming one of the top-tier premium video advertising environments alongside Netflix, Hulu, and YouTube. Its unique advantage lies in Amazon's identity graph and retail media data, allowing advertisers to target and measure audiences based on actual purchase behavior rather than proxies. The platform integrates with Amazon DSP and Amazon Marketing Cloud, giving sophisticated advertisers programmatic access and advanced measurement capabilities across the full Amazon advertising stack.