ADVERTISING ON PRIME VIDEO 2025 – RETAILS MEETS STREAMING.
Learn about Prime Video advertising in 2025: ad formats, targeting options, audience insights & costs. Big screen, big attention for your brand.
Highlights
- Cross-platform reach (e.g., Twitch)
- Multiple ad formats: streaming TV video ads, interactive video ads, AI-powered pause ads, and display ads
- Advanced targeting leveraging Amazon's extensive shopping and viewing data
About Prime Video
Prime Video is Amazon's premium streaming service, included with Amazon Prime membership. Launched in 2006, Prime Video has become one of the leading streaming platforms globally with over 200 million Prime members. The service offers a vast library of original content including award-winning series like The Boys, The Marvelous Mrs. Maisel, Rings of Power, and blockbuster movies, alongside licensed content, live sports, and exclusive events. Prime Video introduced its ad-supported tier in January 2024, marking a significant expansion in digital advertising opportunities.
What is Prime Video Advertising?
Prime Video launched its ad-supported experience in January 2024, initially in the US, UK, Germany, and Canada, with expansion to additional markets throughout 2024 and 2025. Prime Video has a noticeably lighter advertising load, offering just 2 to 3.5 minutes worth of commercials per hour, significantly less than traditional linear TV. The ad experience includes pre- and mid-roll ad breaks, with some titles featuring only pre-roll ad breaks. Amazon does not show advertisements on content designated for children.
Prime Video Ad Formats
Prime Video offers several sophisticated advertising formats, continuously expanding its ad products and introducing innovative solutions.
Streaming TV Video Ads (Pre- & Mid-roll)
Streaming TV ads are full-screen, non-skippable video ads that appear before, during, or after video content like TV shows, movies, and live entertainment. Specifications:
- Spot Lengths (varies by market):
- Germany: 15, 20, 30, 40, 60 seconds
- File Types: MP4 (required for site serving), MOV, MPEG, M2T, TS
- Resolution: 1920x1080 (recommended) or 1280x720
- Video Bitrate: Minimum 15mbps (recommended for maximum coverage)
- Video Codecs: AVC/H.264, MPEG-2
Interactive Video Ads
Enhanced streaming TV ads with clickable overlays that allow customers to add items to cart or learn more without leaving their viewing experience.
- Same video specifications as standard streaming TV ads
- Interactive elements must drive to mobile-optimized destinations
- Available in select markets with TV remote or mobile device interaction
AI-Powered Contextual Pause Ads
Amazon has announced AI-generated contextual pause ads that use AI to strategically place ads when video content is paused, ensuring the ad is tailored to what the viewer is watching.
- File Type: Static image (PNG, JPEG)
- Contextually relevant: AI-matched to content being watched
- Non-intrusive: Appears only during natural pause moments
Prime Video Display Ads
Display ads on Prime Video offer advertisers an opportunity to reach customers as they browse and discover new content with the Prime Video living room app.
Audience Insights of Prime Video in Germany
Prime Video provides exceptional engagement with a highly valuable audience of Amazon Prime members who represent some of the most active consumers globally.
- Prime members spend significantly more annually than non-Prime customers.
- There is estimated 16.5 Million active monthly users / which transfers to high reach in Germany.
- Prime offers high completion rates as non-skippable format ensures full message delivery.
- Cross-platform targeting possibilities via Amazon Prime video and Twitch
- A variety of ad format options including interactive and shoppable ads
Targeting Options on Prime Video
Amazon Prime Video offers a wide range of targeting options including:
- Age & Gender
- 18-24, 25-34, 35-49, 50-54, 55-64
- Geo Targeting
- Country, state, city, postal code
- Genre Targeting
- In-Market Shopping Behavior Targeting
- Device Targeting
- Lifestyle Targeting
- Interests Targeting
- and more…
What does Prime Video Advertising cost?
There are many factors that influence the final price of a Prime Video advertising campaign. It depends on your ad format, spot length, targeting options and also factors like deal type and seasonality play a role. Additional fees such as those from third parties, publishers, and other administrative expenses may also apply.
Cost Indicator | €€€ |
To get a first estimation about potential reach and costs, you can simply use our CTV planner. Please note that you will have to add 2 more inventories to get a price estimation. In case you only plan to advertise on Prime Video, just approach us with a short message and we will send a non-binding offer.
How to Start Advertising on Prime Video | Checklist
You want to learn more about Prime Video advertising with more concrete insights, ad guidelines and examples? Just leave us a message here and we help to complete your checklist to run your next CTV campaign on Prime Video.