Every second, millions of Amazon Prime users are tuning in to binge-watch their favorite shows, stream live sports, or catch the latest blockbuster. Now, imagine your brand joining them on this journey, seamlessly integrated into a premium entertainment experience. With Amazon Prime, you’re not just reaching an audience—you’re engaging a highly attentive and loyal community. If you’re still imagining, imagine that not only are your ads being shown to this captive audience on Amazon Prime, but you’re also reaching these Prime members anywhere they go online.
Even if you’re like me, and have a wild imagination, the world of advertising has turned these dreams into a reality. Amazon has such a captive audience, and has so much data about their members, that as a local business, you now have the ability to reach them.
Let me explain… But first, let me share a little about Amazon, and their DSP.
Amazon DSP (Demand-Side Platform) is a programmatic advertising solution that enables us to buy display, video, and OTT ads, both on Amazon’s owned and operated properties (like Amazon.com and Fire TV) and across its broader publishing network (websites and apps that Amazon has partnered with). Programmatic advertising leverages real-time data to target specific audiences more effectively.
While the Amazon DSP is primarily known for its deep integration with Amazon’s marketplace data, it goes far beyond that. It provides access to exclusive Amazon audiences and the ability to advertise on third-party websites and apps, making it a powerful tool for advertisers.
Why Should You Advertise with Amazon?
First and foremost, Amazon has unparalleled Audience Targeting. One of the most compelling reasons to advertise through Amazon is its access to their vast reservoir of consumer data. With millions of customers purchasing products and interacting with content on Amazon every day, the platform holds some of the most detailed and actionable consumer insights available.
You can utilize Behavioral Targeting with Amazon: With this strategy, you can target users based on their shopping behavior, search history, and purchase patterns on Amazon. Whether your audience is actively browsing for a product or has made a purchase in the past, you can tailor your ads to meet them at different stages of their journey.
You can utilize Product Targeting. Amazon enables advertisers to target customers based on users who have viewed, browsed or bought certain products. These can be as specific as people currently shopping for baby products or as broad as fitness enthusiasts.
If you have a database, you can utilize Amazon’s Custom Audience and Lookalike Audience targeting strategies. When the people in your database are within the Amazon network, you can reach them with your advertising message(s). And, if you’re utilizing the Lookalike Audience feature, you can find individuals that look like those on your database and serve ads to them as well.
This level of targeting precision is hard to match on other platforms, as Amazon’s first-party data provides an intimate look into customer buying habits that extends beyond mere site visits or tracking cookies.
Another reason to utilize Amazon is because of the exclusive Amazon inventory. So, not only do you get exclusive targeting, based on Amazon data, but you also get access to ad placements across Amazon-owned properties, including:
– Amazon.com: Place ads on Amazon’s homepage, product detail pages, and search results pages to reach users when they’re actively shopping. These ads are limited to Display Ads only, and will be about 5-10% of your ad impressions in a campaign.
Amazon owned properties:
- IMDb.com the world’s most popular searchable database for info on movies, TV, and celebrities.
- Freevee is Amazon’s FREE (OTT) streaming service to watch movies and TV series.
- Fire TV has access to hundreds of video streaming apps with movie or TV content.
- Twitch is the world’s leading live-streaming platform where content creators broadcast video games, esports competitions, music and of people doing everyday things.
- Amazon Prime Video is the largest premium ad-supported (OTT) streaming service.
This access to premium placements, especially on Amazon’s own platform, allows advertisers to engage users—driving higher intent to purchase and better conversion rates.
Don’t forget that in addition to Amazon’s owned properties, you also get to be a part of their publisher network, meaning you get to have your ads placed on thousands of apps and websites that Amazon has partnered with. Why is this important? Because you continue to reach your target audience even when they leave Amazon owned properties.
Still with me? OK good. Now, I know you are excited about Amazon Prime, so let me share with you how this works!
- Amazon Prime Video OTT inventory is now available when done in combo with regular Amazon video ads that run across all devices on the Amazon Publishers Network.
- The Amazon Prime Video OTT ads are full screen, sound on, non-skippable, :15 or :30 ads and only shown on Connected TVs.
- This is highly desirable ad inventory…
Amazon Prime programming is some of the most sought-after ad programming available! The Amazon Prime OTT ads will appear only on Connected TVs.
Why do you want Amazon Prime as part of your video campaign?
Adding Amazon Prime into your advertising campaign is a great way to enhance your current campaign. In doing so, here are a few questions (and answers) that we get:
Q: Where will the Prime Video Ads appear?
A: Prime Video OTT ads run on Amazon Originals and licensed third-party content included with a Prime membership. The ad experience includes both pre- and mid-roll ad breaks. The experience will vary based on titles, with some featuring only pre-roll ad breaks.
Q: Can conversions be tracked with Prime Video ad inventory?
A: Yes, they can.
Q: Does it cost more to include it?
A: It is the same cost as regular Amazon OTT inventory but it has to be bought in combo with regular Amazon video ads that go across the Publishers Network. You cannot run ONLY Amazon Prime Video OTT ads.
Q: Is Thursday Night Football included in Amazon Prime?
A: We aren’t able to schedule programming on Amazon Prime only genres prime users are interested in like the “Sports Genre”.
Because we don’t schedule via programming we can’t guarantee your ad will run during Thursday night football, since everything is placed via real time bidding when a user in your area is watching Prime content.
Another reason that Amazon is a great place to advertise is because in addition to Double Verify, which we add to all of our campaigns, Amazon places a strong emphasis on brand safety, ensuring that your ads appear in quality, brand-safe environments. With robust controls over where your ads are placed and which types of content they’re associated with, Amazon ensures that your brand maintains a positive reputation across all placements.
We also offers transparent reporting, so you always know where your how your campaign is performing. This level of control and transparency is critical in today’s advertising landscape, where brand safety concerns have made headlines on other platforms.
Why Amazon Targting is a Game-Changer
Amazon’s combination of precise audience targeting, access to exclusive inventory, robust targeting options, and capabilities makes it one of the most powerful advertising tools available today.
In a world where customer attention is more fragmented than ever, Amazon allows you to cut through the noise, delivering relevant, impactful ads to the right people at the right time.
