Amazon Ads is introducing AI-powered personalization for interactive video ads on Prime Video and connected TV properties. The technology uses viewer shopping behavior to dynamically change ad content, including messages, interactive elements, and related shoppable products.
This initiative aims to combat ad fatigue by ensuring viewers do not see identical commercials repeatedly. Select U.S. advertisers in consumer packaged goods and electronics currently have access to the feature.
Amazon plans a broader rollout in the third quarter of this year. The expansion will include live sports and additional Prime Video Channels.
The company announced the move during Upfront Week to challenge streaming rivals by linking ads to its retail ecosystem. This strategy leverages first-party data to increase advertising relevance and market share.