Amazon Ads has launched location-based interactive video ads, a new ad format on Prime Video. The ad type allows brands to customize video messages based on the viewer’s location. The company announced the new tools at its annual Amazon Ads unBoxed conference in 2025.

Amazon claims the location-based interactive video ads can showcase regional offers, local pricing, or information about nearby businesses. Brands in local marketing categories such as auto dealerships, financial institutions, insurance providers, and restaurants can use the new tool to deliver ads targeted to individual regions.

How advertisers can use the new ad format

The process starts when advertisers upload videos to Amazon’s platform. The company explains that viewers can respond to the ad directly using their TV remote. Once they interact with the ad, Amazon sends a one-time link through the Prime Video app or email, along with a push notification to guide users to the advertiser’s landing page. From there, viewers can book appointments, get quotes, or receive other personalized messages.

Amazon says this ad format is part of its wider local advertising solutions, including Geographic Insights and Activation (GIA). GIA uses Amazon’s first-party retail signals to help brands identify and act on regional growth opportunities. The company claims that combining IVA with GIA gives advertisers a new way to reach audiences with locally relevant streaming campaigns at scale.

Sponsored Products video for multi-feature campaigns

At the same event, Amazon Ads also introduced Sponsored Products video. This format allows brands to showcase multiple product features within interactive videos linked to existing Sponsored Products campaigns. Advertisers can upload 1-5 videos per product, with descriptive text highlighting each feature.

The company states that shoppers will see up to three video thumbnails showing the most relevant features based on their search queries and browsing history. Advertisers can also set bid adjustments to increase the likelihood that their video appears during key moments.

At launch, this feature is available in the U.S., and videos can be uploaded to existing campaigns through Amazon’s Campaign Manager.

Sponsored Brands reserve share of voice

Muthu Muthukrishnan, Amazon Ads Vice President of Sponsored Products and Brands, also discussed a tool called Sponsored Brands reserve share of voice. Launched in October, the feature lets advertisers pre-purchase top-of-search placements for branded keywords at a fixed, upfront price. 

‍