A study conducted by WPP Media and Amazon Ads across eight UK brands found that Prime Video advertising campaigns generated a mean sales lift of 1.65 percent. The research utilized geo-lift solutions and marketing mix modeling to isolate the incremental impact of streaming TV on short-term commercial outcomes.
This research provides concrete evidence that streaming video-on-demand functions as a performance channel, not just a top-of-funnel awareness tool. By isolating the incremental impact for brands that do not sell on Amazon, WPP Media demonstrates that Prime Video can compete directly with linear TV and digital performance marketing for short-term revenue. As the industry shifts toward outcome-based measurement, these findings validate the premium pricing of streaming inventory by linking impressions to actual retail transactions. Watch for whether other major streamers adopt similar geo-lift methodologies to prove their own incremental sales value to skeptical B2B advertisers.
The WPP Media and Amazon Ads study represents one of the first published attempts to isolate short-term commercial outcomes from Prime Video advertising using geo-lift and marketing mix modeling for brands outside the Amazon retail ecosystem. No competing streamer has yet published an equivalent incremental-sales study using the same methodology for non-endemic advertisers, leaving this as an early benchmark in the streaming ad-effectiveness space.
A joint study by WPP Media and Amazon Ads found that Prime Video advertisements generated an average 1.65% sales lift for eight UK brands. This research is significant because it proves streaming video-on-demand functions as a performance marketing channel, delivering immediate commercial outcomes rather than serving solely as a brand awareness tool.
The study found that Prime Video ads drove an average sales lift of 1.65% across eight participating UK brands.
Streaming TV placements delivered a 22% stronger return on investment compared to the all-channel media average for the brands involved in the study.
Yes, Amazon Ads Brand Lift Studies recorded a 5.43 percentage point increase in ad recall and a 2.01 point rise in purchase intent.
The study analyzed campaigns for eight UK brands spanning the retail, automotive, healthcare, and travel sectors.
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