AA X Amazon Ads August 2025

How video empowers advertisers to engage consumers across the funnel

Amazon’s premium video offerings can help reach customers where they prefer to consume content and make purchases

For years, the industry has talked about how video consumption is on the rise. Now, it’s safe to say we are in the premium video era. People are watching videos more than ever before, and as a result, the media landscape is continuing to evolve. There are an increasing number of video options to choose from, and people are becoming more selective about where they spend their time. It’s now even more crucial for advertisers to appear where consumers are and to deliver effective messaging to them. “The key is that the brand needs to think holistically about how to infuse video, thinking about that customer journey,” said Eric Kretzer, director of video advertising at Amazon. “If an advertiser's only thinking about lower-funnel performance tactics, they're going to run out of their consideration set of customers pretty quickly. So, advertisers need to consider upper-funnel tactics as well, which are key to generating reach and awareness but also help drive lower funnels objectives.”

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According to eMarketer, digital video viewers will reach 272 million this year, which is 81% of the U.S. population. Even with that penetration, the number is expected to grow over the next four years, increasing by 5% to an estimated 285 million in 2029. Not only are digital video viewers growing, but they’re spending more time viewing TV and digital video content. In the U.S., the average daily time spent viewing TV and digital video is 6 ¾ hours, which proves that video is with consumers throughout a large portion of their day. Advertisers are following consumers where they are—digital video advertising revenue is expected to reach $129 billion in 2025, which is a 16% growth YOY. To fully leverage the video opportunity, advertisers must capitalize across a full suite of premium video offerings—everything from Streaming TV and Twitch to drive reach and awareness to online video to help achieve consideration goals to interactive video ads to impact lower funnel metrics. This custom interactive report from Ad Age Studio 30 and Amazon Ads shares the latest insights and technological capabilities to help marketers achieve their digital video business goals.

Fragmentation: Streaming services explode

3 challenges to using video’s full capabilities

Addressability: Prioritizing relevance

Performance: Limited optimization and outcomes

It’s tough for brands to reach their consumers at the right time because they are watching everywhere. The average American household tuned into 3.9 apps in Q3 2024 and 8% of households tuned into ten or more apps in the same period.1 This makes it challenging to deliver unified campaigns with transparent measurement across publishers and devices, leading to operational complexities and higher costs.

See how

Fragmentation leads to another challenge: achieving addressability. Changing privacy regulations, the evolving stance on third-party cookies and the limited scale of first-party data continue to befuddle brands. Advertisers struggle to accurately identify and reach their target audiences consistently and effectively, which can create challenges with frequency management.

There is a wide variety of video advertising options available in the marketplace. This can contribute to a lack of standardized metrics or robust optimization tools—making it difficult for advertisers to achieve their desired full-funnel business objectives.

How advertisers can overcome these hurdles

To solve for fragmentation:Connect with customers wherever they spend time, whether it’s watching the news in the morning, getting gaming tips from their favorite streamer mid-day or watching the latest buzzy drama show at night. “Amazon DSP offers a single access point to premium video inventory, across not only Amazon-owned and operated properties but also across the open internet,” Kretzer said. “This unified solution delivers seamless campaign execution and cost efficiency, eliminating operational complexity and driving superior performance metrics. Amazon DSP provides access to other major, premium streaming apps. And I’m thrilled that starting in Q4 2025, Netflix inventory will also be available through Amazon DSP."

To solve for addressability:Use proprietary signals across content, devices and commerce to deliver relevant advertising experiences. “Our approach to addressability really centers on prioritizing relevance, and that's regardless of ad ID,” Kretzer said. “Our core innovation here is combining Fire TV ownership and exclusive OS-level integrations—which are built through verified and authenticated household connections rather than probabilistic assumptions. It’s based on our trillions of proprietary signals and enhanced through strategic and exclusive partnerships with industry leaders like Roku, Samsung, LiveRamp and Experian.”

To solve for performance:Driving results across the funnel—from branding to consideration and lower-funnel action—is imperative for every advertiser. Amazon provides advertisers with full-funnel outcomes powered by the best of our AI, data, and measurement,” Kretzer said. “While AI is everywhere, Amazon’s approach delivers practical results through intelligent optimization powered through tactics like Brand+ and Performance+.”

Think holistically about infusing video throughout the customer journey

The future of video is about connecting engagement to conversion. The trick is to identify what goals you’re trying to achieve and break out of silos to consider all the video options you have available. While a video ad solution can work well on its own, it often works better together with other solutions. “Our data shows that advertisers who focus on both upper- and lower-funnel see better results across the customer journey” Kretzer said. Specific to Amazon’s video solutions:

Video campaigns using multiple solutions can achieve a 15% increase in incremental reach, a 142% higher detail page view rate and an 84% higher purchase rate.

Amazon Ads Streaming TV delivered an average 17.9% incremental reach when added to advertisers’ linear TV campaigns.

5 things a partner must offer to activate a holistic video strategy

To take full advantage of video for your full-funnel marketing efforts, consider the following five key factors in your video solutions.

Premium content:

Prime Video is a first-stop entertainment destination offering customers original films and series, must-watch live sports, the largest collection of buy-or-rent licensed content, streaming subscription services, and FAST Channels attracting a valuable audience for advertisers as 41% of Prime Video viewers are cord cutters, 19% are cord nevers and 13% don’t watch any other major ad-supported streaming services

Amazon’s ad-supported monthly reach in the U.S. has expanded to an audience of over 300 million across owned and operated supply and beyond. Prime Video’s ad-supported monthly audience has reached more than 130 million in the U.S. Amazon also drives the largest authenticated reach through its best-in-class addressability. An essential part of that is its new strategic and exclusive partnership with Roku at the OS level, delivering logged-in reach to an estimated 80 million U.S. CTV households, representing more than 80% of U.S. CTV households, according to Comscore data. Unlocking this large-scale capability allows advertisers to leverage authenticated household reach across all streaming content—not only Roku or Amazon media. SEE THE FULL ANNOUNCEMENT HERE

80M

authenticated (US) CTV household reach per month

2. Impressive scale and addressability

3. Full-funnel innovation:

Amazon seamlessly weaves personalized, interactive experiences into the streaming journey, where users can use remote interactive shoppable and discovery ad formats to drive engagement on and off Amazon, creating shoppable moments

Advertisers must have tools that can support them across planning, activation, and even video creation. Amazon Ads leverages insights and machine learning to conduct budget optimizations, control for reach and frequency, optimize for awareness or performance goals and more. Specifically as it relates to creative, Kretzer said, “I think one of the unlocks that we have with generative AI is using these video creation tools to help level the playing field for brands of all sizes. So, they can infuse video into their campaign strategies, and it's going to help them do a much better job of reaching their consumers wherever they're at, right time, right place.” Amazon's agentic AI capabilities in Creative Studio is a conversational partner that guides advertisers through every stage of ad creation - from initial brainstorming and concept development to production iterations and final delivery - creating high-quality content

4. Robust suite of AI-powered ad tech:

Creative Studio Link

“We provide verified sales data both online and in-store, rather than just potential interest signals. Through seamless planning, activation, and measurement tools, we enable real-time optimization towards your specific business goals.” - Eric Kretzer

5. Comprehensive measurement, optimizations and outcomes:

Amazon Ads offers over 70 trusted measurement solutions, integrating both first-party and third-party capabilities, for full-funnel insights. Amazon’s Marketing Cloud personifies this philosophy well by unifying rich signals across Amazon properties, advertiser, and onboarded third-party providers to allow advertisers to get custom audiences and insights. In addition, Brand+ and Performance+, two goal-based campaign solutions, simplify campaign management while delivering direct purchase data instead of just media metrics.

Amazon’s holistic video menu of options

All advertisers can leverage Amazon’s holistic video solutions, whether they sell on Amazon or not, and whether they want to use them as standalone solutions or in conjunction with one another, to drive full-funnel results.

“You can build brand awareness with Prime Video and Twitch to inspire your customers before they buy,” Kretzer said. “And, of course, both these publishers have reach and scale. In addition, you can combine that with the Fire TV Feature Rotator, which is the most visible placement of the Fire TV user interface, engaging viewers the moment they power up their device and before they start streaming.”

Build reach and awareness

Case studies: Holistic video use cases across industries

Prime Video ads and Streaming TV ads drive full funnel results for Bissell

Bissell wanted to raise awareness for a particular line of products, including their deep cleaner products on Amazon.com and beyond (which included their owned website). The goal was to understand how adding Prime Video to their campaign impacted results beyond Amazon.com.

Objective:

Bissell activated Prime Video ads alongside their Streaming TV and Display remarketing campaigns.

Solution:

The campaign5 generated:

Results:

6.1%

higher incremental reach vs. their linear TV campaign for this line of products

increase in branded search rate and purchase rate

46%

lift in conversion on the brand's owned website

BritBox leverages Amazon video ad solutions to complete its full-funnel strategy

BritBox is the leading streaming service for British television, owned by BBC Studios. As a Prime Video channel and direct-to-consumer streaming service, BritBox’s objective was to drive subscriptions to its channel. It wanted to understand how Amazon’s video ads could not only drive better business outcomes but also support a full-funnel marketing strategy and drive incrementality above the current video strategy.

Objective:

BritBox ran Prime Video ads and other Amazon Streaming TV supply, as part of its broader TV strategy, and display ads on Fire TV and Prime Video.

Solution:

The strategy was successful in driving full-funnel results:

68%

exclusive audience reach against W25-54 in Q2 2025, when compared with their linear TV—helping them bolster reach to the younger end of their target demo6

221%

lift in detail page views when audiences were exposed to Prime Video and Streaming TV video ads along with Fire TV and Prime Video Display ads (versus display ads alone)7

55%

lift in conversion rate when audiences were exposed to Prime Video and Streaming TV video ads and Fire TV and Prime Video display ads (versus display ads alone)7

Results:

How Hasbro drove brand lift and sales with Prime Video ads

Toy brand Hasbro wanted to connect with consumers across the funnel, with a focus on reaching new-to-brand customers for its Peppa Pig and Play-Doh toys.

Objective:

Hasbro added Prime Video ads to their Sponsored Brands placements to better connect awareness and brand objectives directly to sales outcomes. The campaign ran for six weeks in the UK and then was replicated in the U.S. for Play-Doh.

Solution:

Results:

21%

year-over-year increase in Peppa Pig branded searches

18%

increase in year-over-year sales for Peppa Pig toys on Amazon

Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email Rebecca Haase at rebecca.haase@crain.com.

Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful results. With hundreds of millions of active customer accounts worldwide, and first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance customer experiences. Solutions on Amazon.com, devices like Fire TV, Fire Tablet and Echo Show, services like Prime Video, Twitch, Freevee, Alexa, Amazon Music, and partnerships with third-party publishers and exchanges make Amazon Ads an amplifier for brands to reach customers wherever they spend time.

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41%

of Prime Video viewers are cord cutters

19%

are cord nevers

13%

don’t watch other major ad-supported streaming services

130M+

average monthly ad-supported reach in the U.S. through Prime Video ads

1 Source: TVision’s 2025 State of Streaming report

Online video and display combined drive 92% new audience reach and a 145% boost in brand search compared with display alone.

Amazon's Marketing Cloud Link

5Source: Amazon Marketing Cloud U.S. Jan. ’24-June ’24

6Source: VideoAmp, US, Apr. 1, 2025-June 30, 20257Source: Internal Amazon, Apr. 1, 2025-July 14, 2025

14%

increase in Play-Doh ad recall and a 4% increase in brand favorability

79%

new-to-brand Play-Doh sales

unique users reached

7.2M

unique shoppers and 93% were not reached by display ads during the same campaign

Source: Amazon Internal, US, 1/1/24 to 8/1/24, Video solutions include Streaming TV including Prime Video, "Sponsored Brands Video", Online Video, and Twitch.

Source: Nielsen One, July 2024-December 2024, 19 Amazon STV campaigns, US.

Source: Amazon Internal, 7/1/2024 through 9/30/2024

Source: MRI-Simmons 2024 November Cord Evolution (SU24 USA). Base: Adult 18+

Source: Amazon Internal, 2025, US estimated combined deduplicated monthly Streaming tv reach across Roku and Amazon Ads.

Source: AMAZON iNTERNAL, US, FEB – DEC 2024

Amazon internal data, 12/30/2024-1/28/2025, U.S. Unduplicated monthly audience reach across the Amazon store, Prime Video, Twitch, Fire TV Channels, IMDb, Amazon Music, Wondery, Alexa, Fire tablet, Fire TV, Amazon Fresh, Amazon Go, Whole Foods Market, Amazon Publisher Direct, and third-party exchanges. Applies a multiplier for individuals per household to all inventory.

Streaming TV

Twitch

Fire TV Feature Rotator

Online video