Amazon Introduces AI-Driven Contextual and Shoppable Ads in Prime Video’s Second Upfront

Amazon Introduces AI-Powered Contextual Ads at Its Second Upfront Event

On May 12, Amazon unveiled new advertising formats for Prime Video during its second annual upfront presentation. The highlight is a pause ad format that employs artificial intelligence (AI) to deliver ads tailored to on-screen content, blending dynamic messaging with relevant visuals. This approach aims to create ads that resonate more naturally with viewers' current experiences.

In addition to pause ads, Amazon introduced a shoppable ad format that taps into real-time store data, allowing viewers to make purchases directly via their remote controls. New interactive ads also offer varied calls to action like location-based messaging, lead generation, and subscription prompts, catering to brands both on and off the Amazon platform.

Prime Video’s Growing Ad-Supported Audience

Amazon reported that Prime Video's monthly ad-supported reach in the U.S. exceeds 130 million viewers, with engagement up nearly 40% in terms of ad-supported viewing hours. Overall, Amazon’s average monthly ad-supported audience in the U.S. now exceeds 300 million, a notable increase from 275 million last year.

Interestingly, 88% of Prime Video viewers have shopped on Amazon, underscoring the platform's potential to connect advertising with purchase behavior.

How AI Is Enhancing Ad Relevance

The new pause ads utilize generative AI to deliver contextually relevant messaging. For example, if a character in a show is having a heart-to-heart conversation, viewers might see an ad from T-Mobile referencing similar themes. This scene-aware approach aims to integrate ads seamlessly into the viewer experience rather than interrupting it.

Alan Moss, vice president of global ad sales for Amazon Ads, explained that these ads extend the entertainment experience and are based on authenticated, addressable audiences derived from Amazon’s data.

Expanding Options for Brands

• Real-Time Shopping Ads: Pull live product info from Amazon’s store, enabling immediate purchases.
• Interactive Formats for Non-Endemic Brands: Include calls to action such as “get a quote,” “book an appointment,” or “subscribe now,” providing engagement options beyond direct sales.

Last year’s new ad formats—like shoppable carousels and brand trivia ads—already demonstrated significant lifts in brand awareness (30%) and purchase intent (28%), based on a Kantar study shared by Amazon. The latest formats are designed to build on these gains with even more precise targeting and engagement.

What Marketers Should Know

Amazon’s integrated approach to media buying combines precision targeting with diverse ad formats, making it a strong option for marketers looking to maximize efficiency. The ability to serve ads that align with on-screen content and real-time shopping data offers a new layer of relevance that can improve consumer response.

For marketers interested in AI-driven advertising strategies and tools, exploring courses on generative AI and interactive ad formats can provide practical insights and skills. Resources like Complete AI Training's latest AI courses offer targeted learning opportunities in this space.