Amazon Ads has announced a series of new advertising innovations ahead of Prime Video’s UEFA Champions League 2025/6 league phase debut, featuring a record six English teams for the first time.
The new innovations – Interactive Video Ads, Audience Based Creatives, Remarketing, and new measurement capabilities – aim to empower brands and drive real-time viewer engagement during 17 top-pick Tuesday night UEFA Champions League fixtures up to and including the semi-final stage, and more than 67 NBA matches throughout the 2025/26 season.
“Last year, more than 13 million people across the UK and Ireland tuned in to watch the UEFA Champions League on Prime Video,” said Phil Christer, UK Managing Director, Amazon Ads. “Now we’re back with top-pick Tuesday night UEFA Champions League fixtures every match week but also more than 67 NBA games, and a series of new ad innovations that help put brands at the heart of the action.”
The new innovations being introduced include interactive video ads, where viewers can click an “Add to cart” or “Get email” button with their remote, sending a push notification or an email that links directly to products or brand stores on Amazon.co.uk, all without leaving their stream.
Audience Based Creatives, meanwhile, leverage Amazon’s first-party insights to deliver creative tailored to specific audience segments, allowing a car manufacturer, for example, to simultaneously reach young adults with ads for their hatchback vehicles, outdoor enthusiasts with SUV ads, and all other audiences with overarching brand messaging—all during the same 30-second window.
Post-match remarketing enables brands to reconnect with audiences who viewed their ads during live events. For example, a brand can first engage an audience during the half time break of a UEFA Champions League fixture then drive brand consideration by reaching the same audience, just 24 hours later, with ads on Fire TV, on Twitch, in the Amazon store, and across web / mobile. These remarketing touchpoints direct customers to the brand’s store on Amazon.co.uk or to the advertiser’s own website.
In addition, advertisers can now access third-party campaign measurement offerings including brand lift studies from Dynata, attention studies from Lumen, reach and frequency studies from Audience Project, and creative sentiment analysis from Latitude. These solutions complement Amazon Ads own measurement solutions helping brands to understand how their campaigns perform across all stages of the funnel from awareness to consideration and conversion.
Audience based creatives, remarketing, and enhanced measurement capabilities are available now and interactive video ads will be available from early October.
These new innovations are announced ahead of the Amazon Upfront in London on October 8, where leaders from across Amazon Ads and Prime Video will take to the stage to discuss how Amazon is continuing to develop its advertising offering.
