Amazon Ads has unveiled new interactive and shoppable ad formats for Prime Video, transforming the way products and services can be promoted on the platform.
The formats, due to be introduced in 2025, include interactive video ads, interactive pause ads, and interactive shoppable carousel ads. With the introduction of these formats, Amazon will launch remote-enabled capabilities for living room devices, meaning that viewers can simply click their remotes to interact with the ads on-screen.
“We’re always looking for new ways to improve the streaming TV experience and we believe these new interactive ad formats deliver for both brands and viewers,” said Phil Christer, Managing Director, Amazon Ads UK. “For brands, we are giving them new engaging ways to connect with millions of viewers. While for viewers, we’re making it even easier for them to learn more about, and shop for, a product without ever having to leave the viewing experience.”
Interactive video ads will enable viewers to add items directly to their Amazon cart, or learn about the brand on-screen, without having to leave the Prime Video experience.
With interactive pause ads, when viewers press pause on the content they’re viewing, they will see a translucent ad featuring brand messaging and imagery, along with the options to once again ‘add to cart’ and ‘learn more.’
Finally, interactive shoppable carousel ads open the door for viewers to browse and shop multiple related products during ad breaks on Prime Video, with brands able to present a sliding lineup of their products to customers.
“The combination of these new ad formats, together with our reach, ad tech and billions of first party buying, shopping and streaming signals, means we’re creating an entirely new experience for brands. It’s one that enables them to use streaming TV ads to deliver on any full-funnel marketing objective – whether that’s driving awareness, consideration or conversion,” said Christer.
