Amazon Ads Unveils Expanded Interactive Shopping Ad Formats for Prime Video

Amazon Ads has announced the launch of an expanded suite of new interactive shopping ad formats for Prime Video, activated via remote controls for home devices, ahead of their official presentation on May 14 at Pier 36 in New York City. These formats go beyond QR codes, enabling viewers to connect with brands more easily while enjoying their favorite streaming content.

In the upcoming year’s programming, brands will be able to run carousel shopping ads, allowing viewers to browse and purchase product variations on Amazon during ad breaks in Prime Video shows and movies. Brands can also incorporate interactive pause ads and branded quiz ads within Prime Video’s series, movies, and live sports. The addition of new remote control functions provides advertisers with fresh opportunities to integrate interactive formats into most Prime Video content, no matter where it is consumed. According to an Amazon study, advertisers who use interactive video ads for their Amazon product listings see a tenfold increase in product page views and conversions compared to non-interactive formats.

“With interactive shopping ad formats, Amazon Ads continues to reinvent the streaming TV experience and help advertisers build deeper connections with customers,” said Alan Moss, Vice President of Global Ad Sales for Amazon Ads. “We are developing innovative solutions to help brands engage customers while transforming streaming advertising with our unique reach, proprietary signals, and ad technology. Prime Video ads offer advertisers an exceptional opportunity to meet their full-funnel marketing objectives, whether it’s brand awareness, consideration, or conversions.”

The new interactive shopping ad formats for advertisers include:

Carousel Shopping Ads: These ads make it easy to browse and buy related products on Amazon during Prime Video ad breaks. Brands can showcase their product lines, allowing customers to explore and add items to their cart using most home device remotes. The ad pauses automatically to let customers investigate, resuming playback when they stop interacting with the ad.

Interactive Pause Ads: These allow customers to discover and interact with brands when they pause the content they are watching. When viewers hit pause on their remote, a translucent ad appears with brand messages and images, along with overlay options like “Add to Cart” and “Learn More.” Unlike traditional ad breaks, these ads provide an interactive overlay that engages customers while the content is paused. By clicking on the remote, customers can easily add products to their Amazon cart, request email information, and resume the content at any time.

Interactive Branded Quiz Ads: These ads enrich advertisers’ storytelling by entertaining customers with brand anecdotes while offering opportunities to shop on Amazon, learn more about products and services, and even earn rewards. Customers can use their home device remote to add products to their cart, request email information, and earn rewards such as Amazon shopping credits for qualifying purchases.

“Amazon’s commitment to consumers throughout the entire funnel is exceptional,” said Geoffrey Calabrese, Chief Investment Officer at Omnicom Media Group North America. “With the advertising innovations in their streaming offering, our clients can now explore and realize the full potential of streaming TV at scale.”

Prime Video’s ad-supported plan reaches over 200 million customers worldwide each month. Amazon Ads connects content with customers using Amazon’s targeted advertising signals and proprietary audiences, allowing viewers to purchase products that catch their interest while watching Prime Video content. This innovative suite of streaming TV ad formats and access to a closed loop of relevant information, supported by billions of signals, helps brands continually improve ad performance and campaign strategies.

Since introducing interactive video ads compatible with remote controls in 2021, Amazon Ads has expanded the format across a significant portion of its streaming TV portfolio, including series, movies, and live sports on Prime Video, Twitch, Fire TV Channels, and third-party streaming TV apps.

Source: Amazon

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