Amazon Makes Streaming Ads Adapt to Each Viewer

Streaming TV advertising is moving away from the traditional “one ad for everyone” model. As advertisers push for better performance from connected TV, platforms are trying to make streaming ads behave more like digital ads by using viewer data to tailor not just who sees an ad, but what version of that ad they see.

This reflects a bigger change in the CTV advertising market, where brands want stronger links between brand awareness and measurable outcomes such as clicks, cart additions, and purchases. Companies like Amazon are responding by building more interactive and personalized ad formats into streaming environments like Prime Video. The company has just made every Prime Video ad different depending on who's watching. 

As part of its Upfront presentation, Amazon has introduced Dynamic TV Creative, a personalized advertising format for Prime Video Interactive Video Ads (IVA) that adjusts what viewers see based on their shopping and streaming behavior. The feature allows advertisers to upload a creative, while Amazon’s system automatically delivers different versions depending on where a viewer is in the purchase funnel.

That's a meaningful shift in how streaming TV advertising works. Traditionally, CTV campaigns have relied on one creative message delivered to everyone watching, with targeting happening mostly at the audience-buying stage. Amazon is shifting some of that decision-making into the ad itself. The targeting does not stop at deciding who sees the ad. It now also influences what version of the ad appears on screen.

How Dynamic TV Creative works

According to Amazon , advertisers can upload a base video creative and Amazon’s system will automatically build personalized versions of that ad at the time it is served. The new format changes ad creative at the moment an impression is served. Viewers watching the same Prime Video show or film may see different versions of the same ad, depending on signals such as what they have browsed, what they have purchased, what they have streamed, and where they are in the shopping journey. 

That means a shopper who has already viewed a product could see a different message from someone discovering the brand for the first time. The company says this uses its own first-party shopping, browsing, and streaming signals, alongside AI-based campaign tools. Those signals can include:

• past shopping and browsing activity on Amazon
• Prime Video viewing behavior
• product availability
• geography and contextual signals

Based on that data, the ad can change in several ways. For example, product imagery may shift depending on how familiar a viewer is with a product. Someone who has already viewed the item may see a more product-focused creative, while a new shopper may get a broader brand message.

Calls-to-action can also change. Amazon says options include “Add to Cart,” “Send to Phone,” “Save to Cart,” or “Visit Brand Store.”

Headlines can be rewritten depending on whether the viewer is in an awareness or consideration stage, while product details such as price, Prime eligibility, and customer ratings can also be inserted dynamically.

What Dynamic TV Creative does

Dynamic TV Creative draws on Amazon's authenticated data graph to determine where each viewer sits in the purchase funnel. A viewer who has had no prior exposure to a brand receives a standard awareness ad. A viewer whose shopping and browsing history signals purchase intent receives a version with pricing, product ratings, and an Add to Cart button. Both outcomes come from the same base creative.

The tool adjusts five elements within each creative: the CTA type (Learn More, Add to Cart, Send to Phone, Save to Cart, or Visit Brand Store), the on-screen headline, product imagery, pricing data, and product ratings. Amazon determines which combination to display based on the viewer's awareness stage.

Fabrice Rousseau, Director of CreativeX at Amazon Ads, said the feature applies Amazon’s first-party data “at the creative level.” According to  Rousseau:

“Each viewer sees the version of an ad most relevant to them without requiring advertisers to produce multiple assets for a single campaign.”

That matters because creative production has often been one of the biggest barriers to large-scale personalization in video advertising. Traditionally, brands needed to build multiple ad versions manually. Amazon says this system shifts that work to automation.

Part of Amazon’s Larger Interactive TV Ad Strategy

This launch builds on Amazon’s broader push into interactive TV advertising. Last year, Amazon introduced Interactive Video Ads, which let viewers interact directly with ads by requesting more information through email or text, adding products to their Amazon cart, or signing up for services.

In November last year, the company expanded that with location-based interactive video ads, allowing brands to customize video ads using a viewer’s location. Amazon also introduced AI-powered pause ads, another signal that the company is building more commerce-focused ad formats into Prime Video.

Dynamic TV Creative extends that strategy by adding creative personalization at the impression level.

Availability and Rollout

Dynamic TV Creative is currently available only to select U.S. advertisers that sell on Amazon. The initial rollout focuses on categories including, CPG, fashion, and electronics.

A wider availability is planned for Q3, when access will expand to more advertisers and additional Prime Video inventory, including live sports and Prime Video Channels.

mazon announced the product as part of its 2026 Upfront push. The Keyword previously covered the broader Amazon 2026 Upfront announcement.