Amazon Prime Video Advertising: A Guide For Marketers

Amazon Prime Video has introduced ads! Historically limited to a few home screen placements, the streaming giant made headlines in early 2024 by incorporating ads into Prime Video shows and movies. All subscribers now have access to a Prime Video ad-supported option, with the choice to upgrade to a new ad-free tier.

With 71% of US adults already using Amazon Prime Video, this development presents an exciting opportunity for advertisers. Amazon, a powerhouse in e-commerce, has carved out a strong position in the advertising world, leveraging its vast consumer data to offer unparalleled targeting capabilities.

Marketers, it’s essential to understand the nuances of Amazon Ads to maximize the effectiveness of Prime Video Advertising. This guide aims to equip you with the knowledge and strategies to harness the potential of Amazon Prime Video Ads, ensuring your brand not only navigates but thrives in this digital-first advertising era.

What is Amazon Ads


Amazon Ads is the overarching advertising platform provided by Amazon, encompassing a variety of advertising solutions that allow brands and sellers to promote their products and services both on Amazon’s websites and across the web. 

Amazon Ads includes a wide range of advertising options like Sponsored Products, Sponsored Brands, display ads, and more, allowing advertisers to target ads based on Amazon’s extensive data on shopping and browsing behaviors.

Amazon DSP (Demand Side Platform), on the other hand, is a specific component of Amazon Ads that enables advertisers to programmatically buy display, video, and audio ads both on and off Amazon. Amazon DSP is designed for advertisers who want to leverage Amazon’s rich data to reach audiences across Amazon sites and apps as well as through a vast network of publishing partners and third-party exchanges. 

This platform is particularly valuable for brands looking to extend their reach beyond direct response ads to include more brand-focused campaigns across a broader array of touchpoints.

Amazon Ads

Different Amazon Ad Formats 


Amazon has several different ad formats available, aligning with goals spanning awareness, consideration, or conversions. These formats leverage Amazon’s vast data on audience behavior and demographics, calling for more granular targeting.

Amazon Ads currently offers the following formats:

Video Ads: Engage customers with full-screen, non-skippable ads in shows and movies, plus in-stream and out-stream ads on top websites.

Audio Ads: Reach listeners during streaming audio moments in homes and beyond.

Display Ads: Target customers across Amazon properties, devices, and premium third-party content.

Custom Ads: Offer personalized experiences with innovative, tailor-made ad designs.

Device Ads: Connect with audiences using Amazon devices like Fire tablets, Echo Show, and Fire TV.

Whether through engaging video ads on Amazon Prime, immersive audio ads on Amazon Music, or strategic placements via display and custom ads, Amazon offers dynamic solutions for every stage of the marketing funnel, enabling advertisers to reach their desired audience effectively.

Amazon Prime Video Ad Formats 


For marketers looking to leverage online streaming, Prime Video advertising presents an enticing opportunity. With Prime Video’s ever-expanding library of movies, TV shows, and exclusive prime video channels, the platform continues to attract a wide, diverse audience. 

This growth, fueled by the increasing number of Prime memberships, provides ground for advertisers aiming to enhance brand visibility and engagement. 

Pre-Roll and Mid-Roll OTT Ads: Reaches Amazon Prime Video audiences in-stream across Prime’s premium video content, which includes 4,000+ movies and 17,000+ TV shows.

Feature Rotator: Highlights your content at the top of the Prime Video interface, capturing viewer attention as soon as they arrive on the platform.

Sponsored Tiles: Integrates within the Prime Video browsing experience, offering visibility to your content as viewers navigate through their options.

Sponsored Channels: Creates a dedicated space within Prime Video for your brand or content, allowing viewers to explore and engage with your offerings in a focused environment.

This inventory allows advertisers to reach customers as they watch Prime Video content, highlighting the importance of optimizing video ads for Amazon Prime to ensure visibility and engagement. 

Placements

Benefits of Advertising on Amazon Prime 


Amazon Ads distinguishes itself by creating meaningful connections between brands and consumers. With a strategy that focuses on impactful, well-targeted campaigns over sheer volume, Amazon Ads ensures that each advertisement holds value over a long period of time. 

This approach reflects a keen understanding of consumer preferences for relevant and less intrusive advertising experiences, setting a new standard in how digital ads are perceived and interacted with by audiences.

Precision Targeting: Utilize Amazon’s vast data on consumer behavior for highly targeted advertising campaigns.

Increased Visibility: Boost the visibility of your products directly where customers make their purchasing decisions.

Enhanced Brand Awareness: Elevate your brand’s presence among Amazon’s massive audience.

Diverse Ad Formats: Access a wide range of ad formats to suit different goals, from Sponsored Products to immersive video ads.

Cross-Platform Reach: Extend your reach beyond Amazon’s website to other platforms and devices with Amazon DSP.

Measurable Performance: Track your ad performance with Amazon’s analytics to optimize your strategy.

Engagement with Prime Members: Specifically target Amazon Prime members, who are known for higher spending.

Customizable Campaigns: Tailor your advertising campaigns to match your brand’s needs and objectives.

Seamless Shopping Experience: Integrate your ads into the natural shopping flow, making it easier for customers to make purchases directly from ads.

With Amazon Ads, you’re not just investing in compelling content; you’re investing in targeted, data-driven approaches designed to maximize your brand’s visibility and engagement. 

Prime Video

How to Get Started


With a strategic approach and insight into Amazon’s advertising ecosystem, you’ll be well-equipped to launch campaigns designed to engage and convert.

Prime Video Inventory


Division-D has full access to Amazon Prime Video inventory through our partnership with Amazon DSP. This enables our clients to place their ads directly within Amazon Prime’s vast array of premium video content, including thousands of movies and TV shows. 

Our expertise in utilizing Amazon’s targeting capabilities ensures that your campaigns are not only seen but resonate with your intended audience, maximizing impact and return on investment.

Prime Data & Targeting 


Amazon offers a wealth of first-party shopping data that can be leveraged for targeting. This data enables advertisers to tailor their campaigns with exceptional precision, ensuring that marketing messages are not only relevant but also highly effective in engaging the intended audience.

First-party targeting capabilities include:

Interest:
Shoppers browsing or purchasing certain products

Lifestyles: Regular purchases shaping audiences

In-Market: Active interest in certain products

Products: ASIN retargeting 

Brands: Engagement with specific brands 

Stores: Engagement with specific Amazon stores or pages

First Party Data

Measuring Success and ROI on Prime Video 


Amazon’s advertising metrics and reporting tools offer insights into how ads drive brand discovery, consideration, and sales, enabling advertisers to track performance against their objectives.

To effectively measure the success and ROI of advertising on Amazon Prime Video, advertisers can leverage key metrics such as brand reach, brand lift, and off-line sales lift.

By analyzing these metrics, brands can optimize their campaigns, adjust strategies to improve performance, and accurately measure the return on their advertising investment. For more detailed information on advertising metrics and reporting, visit Amazon’s official guide here.

The Division-D Difference 


With our deep understanding of Amazon’s advertising ecosystem, Division-D is uniquely positioned to help brands launch effective Prime Video ad campaign strategies. 

Our expertise allows us to leverage Amazon’s first-party shopping data, ensuring highly targeted ad placements that reach your ideal audience within Amazon Prime’s extensive library of premium video content. 

Ready to Start a Prime Video Campaign? 


Author
Drue Moxley
Digital Marketing Coordinator

Drue Moxley is Division-D’s digital marketing coordinator, driven by a passion for brand messaging, content creation, and strategic storytelling. To bring on new clientele, Drue pushes Division-D’s brand forward by managing multiple organic social platforms, producing insightful collateral, and connecting with audiences through engaging blogs. Outside of her work, Drue has a deep enthusiasm for finding new restaurants, collecting timeless clothing, and reading her daily horoscope.

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