Amazon Ads is a full-funnel advertising platform that leverages Amazon's first-party shopping, streaming, and browsing data to connect brands with high-intent consumers across Amazon.com, Prime Video, Twitch, Fire TV, Amazon Music, and third-party supply. Its unique position at the intersection of commerce and media enables closed-loop measurement, tying ad spend directly to purchase outcomes. As the third-largest digital advertising platform globally, it offers self-service solutions from sponsored ads to programmatic display via the Amazon DSP, serving businesses of all sizes.
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Amazon Ads launched Alexa+ Agentic Ads, a new ad format that lets customers move from viewing an ad to completing a purchase inside the Alexa+ conversation. The experience is available on Echo Show devices and launched with partners including Papa Johns and Ticketmaster-related ticket purchases.
Amazon Ads released a guide defining ad inventory, its importance for maximizing revenue and audience targeting, and its role within the broader ad tech landscape among SSPs, DSPs, and ad exchanges. The guide highlights various types of ad inventory, including video, audio, and streaming TV, and details Amazon Ads' services like Amazon Publisher Services and Amazon Publisher Cloud. It also emphasizes Amazon Ads' strategic partnerships with major media companies such as Disney, Netflix, Roku, and Spotify, which leverage AI to optimize ad inventory across their platforms and third-party exchanges.
Amazon DSP has launched new delivery troubleshooting features for deal inventory, providing advertisers with detailed missed bid reasons within the campaign management table. This update includes demand and supply side missed bid codes, nested deal and breakdown views, and a 'Deal Opportunities Insight Card' to help identify under-delivery issues. These features are available to self-service Amazon DSP customers with deal inventory across North America, South America, Europe, Middle East, and Asia Pacific.
Amazon Ads defines 'BuyerSeat' as an identifier used to exchange deal information between Supply-Side Platforms (SSPs) and the Amazon DSP in programmatic advertising. This concept is fundamental to how programmatic deals are managed within the Amazon advertising ecosystem.
Amazon's 2025 Upfront announced an expanded ad-supported monthly reach of over 300 million in the U.S., with Prime Video alone reaching over 130 million U.S. households, showing 37% increased monthly viewing hours. The company unveiled new AI-powered contextual pause ads and an expanded suite of interactive ad formats leveraging real-time Amazon shopping signals, alongside a new Amazon DSP experience and 'Complete TV' solution for streaming TV ad buys.
Independent research firm Forrester has recognized Amazon Ads as a leader in omnichannel advertising platforms in its latest Forrester Wave™ report. This designation highlights Amazon Ads' performance in the advertising technology space.
Amazon held its 2026 Upfront event, showcasing new advertising capabilities like "Dynamic TV Creative" for interactive video ads on Prime Video, which personalizes ad elements based on viewer shopping behavior and journey stage. The event also highlighted Amazon's broad entertainment offerings, including live sports, new Amazon MGM Studios content, Twitch, and "The Oprah Podcast" joining the platform, all integrated with its authenticated audience graph for advertisers.
Amazon Ads and Roku announced an exclusive U.S. integration that makes Amazon DSP the sole access point to a shared, authenticated CTV advertising footprint across Roku and Amazon streaming audiences. The companies say the shared ad identifier enables deterministic recognition of logged-in viewers across Roku OS/devices (and associated streaming apps), targeting/measurement improvements, and frequency management at an estimated reach of 80M U.S. CTV households (over 80% of U.S. CTV households, per Comscore). Amazon states the solution will be available to all Amazon DSP advertisers in the U.S. by Q4 2025, with early tests reporting 40% more unique reach at the same budget and ~30% lower frequency to the same person.
