Amazon is adding three new ad formats to Prime Video’s ad-supported tier. The platform will soon introduce Pause Ads, Shoppable Ads for Amazon products, and Shoppable Ads for off-Amazon brands. The company confirmed the new ad units before its upfront presentation in New York.

Amazon is building on its efforts to expand advertising opportunities within its streaming platform. According to Alan Moss, Amazon’s VP of global ad sales, Amazon’s ad formats are “proven to drive measurable action on and off Amazon.” In October 2024, Kelly Day, VP of Prime Video International said Amazon will introduce new ad formats and bring more ads to Prime Video this year.

The company launched ads on Prime Video in 2024 while offering subscribers the choice to pay $2.99 extra per month to avoid ads. Since then, ad-supported reach has grown significantly. Amazon claims it now has more than 130 million U.S. viewers monthly on Prime Video’s ad-supported plan. That is a jump of 15 million from last year.

Pause Ads use AI to deliver relevant messaging when users pause content

Amazon will introduce contextually relevant Pause Ads in Q4. Pause Ads will let advertisers display ads when viewers pause content. This format will use AI to determine the content viewers are watching. When a viewer hits pause, the system displays an ad that matches the tone or topic of what is on screen.

Moss said this approach is meant to make the ad feel more like an extension of the content itself. “Pause Ads create a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching,” he said. 

Shoppable Ads let viewers act on impulse, on or off Amazon

The second and third formats focus on shoppable experiences. Shoppable Ads for Amazon products will let viewers directly add products to their Amazon carts during the ad. Amazon says these ads pull in real-time data like pricing, deals, reviews, and shipping info from a brand’s Amazon storefront. This format is expected to roll out in Q3.

With this format, advertisers can promote Amazon products that viewers can add to their cart directly when ads are displayed. 

Shoppable Ads for off-Amazon products add interactivity through call-to-action features. This ad format is for marketers whose products or services are not sold on Amazon. The format will allow viewers to send ad information to their phones or take immediate steps, such as subscribing to a service or booking an appointment.

Amazon says these call-to-action elements will be useful for categories like travel, where a viewer might want to explore a trip in more detail. While the ad plays on TV, the user can engage with it further on mobile. Shoppable Ads for off-Amazon products will also be available starting in Q3.

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