Amazon Prime Video offers brands a powerful way to advertise to a highly engaged audience of Prime subscribers. As a platform with a vast amount of shopper data, Amazon provides advertisers with advanced targeting capabilities, allowing them to reach customers based on demographics, interests, and actual purchase behaviour.

Here are some key aspects of Amazon Prime Video advertising for brands:

• Ad Formats: Prime Video uses a variety of ad formats, including in-stream ads (pre-roll and mid-roll), sponsored tiles, and sponsored channels that appear on the platform's UI. Some ads are even interactive and "shoppable," allowing viewers to browse and purchase products with their remote or phone.

• Targeting and Audience: The platform's advertising is powered by Amazon DSP (Demand-Side Platform), which uses a rich ecosystem of shopper data. This enables brands to target specific audience segments, create custom audiences, and reach a global audience. Advertisers can even use geo-targeting to deliver campaigns to specific regions or cities.

• Measurement and Analytics: Amazon provides advertisers with robust tools to measure the success of their campaigns. This includes metrics like ad awareness, brand favourability, and purchase intent. Advertisers can also use Amazon Marketing Cloud to understand how Prime Video ad exposure influences actions like branded searches, product page visits, and add-to-cart signals.

• Reach and Engagement: With a large and growing number of viewers on its ad-supported tier, Prime Video offers a significant audience. According to Amazon, households that watch Prime Video spend more on Amazon, and campaigns on the platform have shown a lift in detail-page-view rates and add-to-cart rates.

In short, Amazon Prime Video advertising offers a full-funnel approach, allowing brands to build awareness and drive sales within a single, integrated ecosystem.