Amazon Ads has announced three innovative connected TV (CTV) ad formats designed to enhance the viewer experience on Prime Video’s ad-supported content. The reveal comes ahead of Amazon’s second annual upfront presentation, scheduled for May 12 at The Beacon Theatre in New York City.
Contextual Pause Ads: AI-Powered and Scene-Aware
One of the most anticipated formats is contextually relevant pause ads, which use artificial intelligence and machine learning to display ads that align with the scene currently on screen when a viewer pauses their show. Instead of seeing generic ads, viewers will be served brand messages that reflect the tone and content of what they’re watching.
For instance, if someone is watching The Summer I Turned Pretty—a young adult romance set in a beach town—they might see ads for beach vacations or summer apparel when they hit pause. In more romantic scenes, an ad for Hershey’s Kisses might appear. Amazon’s goal is to make these ads feel like natural extensions of the viewing experience rather than interruptions.
These contextual ads will launch in the fourth quarter of 2025 and rely on Amazon’s advanced understanding of content and viewer behavior to deliver highly tailored messages.
Shoppable Ads With Real-Time Retail Signals
The second new format is shoppable ads that use real-time retail signals. These ads dynamically pull in information from a brand’s Amazon storefront, including product pricing, reviews, availability, and shipping details. As a result, viewers watching content on Prime Video can interact with an ad and instantly add products—like shampoo or snacks—directly to their Amazon cart using an on-screen button.
This seamless shopping integration allows advertisers to turn engagement into measurable action, streamlining the path from discovery to purchase within the same device environment.
Interactive Calls-to-Action for Off-Amazon Brands
The third format, known as interactive “call to action” ads, is tailored for brands that aren’t directly selling through Amazon. These ads include actionable elements such as “Subscribe Now,” “Book an Appointment,” or “Send to Phone.”
If a viewer sees a travel ad promoting vacation packages not available on Amazon, they can click to have more information sent directly to their mobile device, enabling brands to capture interest and drive conversions even outside the Amazon ecosystem.
Prime Video’s Massive Reach and Strategic Advantage
Amazon says these ad formats will run across Prime Video’s ad-supported content, which reaches approximately 130 million viewers each month. Notably, 88% of these viewers have also shopped on Amazon, giving the company a powerful edge in targeting and personalization.
“Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, VP of global ad sales at Amazon Ads. “We are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”
Designed for Relevance and Engagement
What sets these formats apart is their ability to merge storytelling with commerce. By leveraging Amazon’s deep consumer insights, contextual signals, and machine learning, these ads aim to deliver what Moss calls a “natural and relevant connection” between what viewers are watching and what brands are promoting.
Advertisers will also have the option to generate AI-driven ad copy that references specific scenes, using existing brand creatives as the foundation. This allows campaigns to be more engaging, personalized, and effective—creating a viewing experience where ads no longer feel out of place.
Rollout Timeline
- Pause Ads (contextual format): Launching in Q4 2025
- Shoppable Ads with Retail Signals: Rolling out in Q3 2025
- Call-to-Action Ads for Off-Amazon Brands: Also rolling out in Q3 2025
As Amazon continues to expand its advertising innovations, these new formats signal a shift toward interactive, intelligent, and commerce-connected content that aligns closely with modern viewer expectations.
