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How Amazon Ads works and why it is key to your digital strategy
Amazon is no longer just a marketplace or a place to place orders with one click. By 2025, the company has established itself as one of thethree...
In recent months, Amazon has hit the accelerator with a new generation of ad formats that go far beyond the typical Sponsored Products or Sponsored Brands.
If Amazon Ads used to be synonymous with pure performance, it now dives headfirst into experience and interaction, with formats that blend video, behavioural data and instant shopping.
And heads up: we’re not just talking about “watching ads”, but about buying, interacting or discovering products while you watch content on Prime Video or browse via Alexa. Advertising integrates into the user’s natural flow—frictionless and without forcing the click.
In this article we cover:
- Which new formats are revolutionising the platform.
- How they work (with real examples).
- And how you can start leveraging them now to get ahead of your competitors.
We’ve also included links to other blog posts that go deeper into topics like Amazon Ads strategy, feed optimisation and creative automation so you can build a well-rounded strategy.
TABLE OF CONTENTS
Amazon Ads is no longer just performance
Amazon earned its reputation as a direct sales channel, but in 2025 its ad ecosystem now competes head-to-head with platforms like Meta or YouTube in branding and engagement.
A few data points to set the scene:
- Over 130 million monthly users consume ad-supported content on Prime Video.
- 88% of those users shop on Amazon frequently.
- The new formats offer metrics ranging from awareness and consideration to direct conversion—all within the same environment.
In other words, Amazon Ads has become a space where brands can build, inspire and sell at the same time.
The new formats you should have on your radar
Let’s get practical. These are the newest and most powerful formats within the Amazon Ads ecosystem, with real examples and tips to make the most of them.
2.1 Shoppable Carousel on Prime Video
During a break in the Prime Video content, a carousel of related products appears.
Viewers can browse, select and add to cart without leaving the video.
Practical example:
If you sell beauty products, you can show a carousel with your new moisturiser line right during a lifestyle or fashion series. Users see them, pick the shade or skin type and add to cart instantly.
Tip: match the product to the content context. If it’s a cooking scene, show utensils—not cosmetics. And measure the add-to-cart rate directly in your dashboard.
📘 Related: How to create a Brand Store on Amazon so users who click your ad land in a coherent, personalised experience.ç
2.2 Interactive Pause Ads
When viewers pause a Prime Video title, an overlay appears with a brand message, purchase buttons, or more information.
Example:
If you sell athletic footwear, a message could appear when pausing: “Like the hero’s trainers? Find your size here 👟”.
Pro tip: craft scenes that invite pausing—for example, close-ups of the product. That increases the likelihood of interaction.
📘 Related: Amazon Ads & Marketplaces: how to connect Paid Media strategy with Amazon
2.3 Brand Trivia or interactive games
Amazon has started testing formats that turn advertising into a mini-game or trivia.
While content plays, viewers answer questions, unlock rewards, or discover new products.
Example:
A snacks brand could launch a trivia like “Do you know how many calories your favourite snack has?” and offer a coupon for the correct answer.
This format boosts brand recall and increases time exposed to the message.
📘 Related: How to optimise your campaigns on Amazon Ads
2.4 AI-Powered Pause Ads (contextual ads with AI)
The next step for Amazon is using artificial intelligence to detect the context of the paused scene and automatically adapt the message.
For example, if the character is cooking, the pause will show kitchen products or related ingredients.
Example:
A cleaning brand can trigger a contextual ad right after a cooking scene, showing “Make your countertop spotless in seconds”.
This reduces the sense of intrusion and increases message relevance.
📘 Related: How to adapt your campaigns to Google’s new AI
Quick checklist to get started
- Define your objective: are you after awareness, interaction, or direct sales?
- Align the format with the funnel: Trivia and Pause Ads work best at the top of the funnel; Shoppable Carousels at conversion.
- Design creative variants: prepare versions adapted to the content—not just a generic spot.
- Integrate product data: sync your feed with Amazon to show real-time prices and stock.
- Measure results: analyse CTR, “add to cart”, and interaction time.
What’s next: Amazon Ads 2026
All signs point to Amazon integrating more AI and machine learning into its ad formats.
Coming soon, we’ll likely see:
- Videos personalised by shopping habits.
- Real-time recommendations during sports broadcasts.
- Alexa integrations for voice campaigns.
The line between entertainment and shopping is blurring. And those who learn to use these formats now will have a competitive edge when the rest start catching up.
The new Amazon Ads formats usher in a new era for brands: less interruption, more interaction.
They’re a real opportunity to meet consumers right where they’re watching, buying, or pausing their favourite series—with content that feels relevant.
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