Amazon expands U.S. ad-supported reach past 300 million
Amazon's 2025 Upfront announced an expanded ad-supported monthly reach of over 300 million in the U.S., with Prime Video alone reaching over 130 million U.S. households, showing 37% increased monthly viewing hours. The company unveiled new AI-powered contextual pause ads and an expanded suite of interactive ad formats leveraging real-time Amazon shopping signals, alongside a new Amazon DSP experience and 'Complete TV' solution for streaming TV ad buys.
Key Takeaways
- Amazon’s U.S. ad-supported monthly reach now exceeds 300 million across owned-and-operated supply and beyond.
- Prime Video reaches more than 130 million U.S. households in the U.S., with monthly viewing hours up 37%.
- Amazon Ads introduced AI-powered pause ads that show contextually relevant ads tied to the scene on screen.
- The expanded interactive ad suite uses Amazon shopping signals such as pricing, deals, reviews, and Prime shipping information.
- Amazon announced a new Amazon DSP experience, plus Complete TV for planning, managing, and measuring streaming TV buys.
Why It Matters
Amazon is turning Prime Video and its broader ad-supported inventory into a larger buying surface for streaming TV advertisers right now, with more than 300 million monthly U.S. reach and 130 million Prime Video households. The competitive angle is in the ad stack: AI-powered pause ads, shoppable formats, Amazon DSP, Amazon Publisher Cloud, Amazon Marketing Cloud, and Complete TV all point to a single system for reach, targeting, and measurement. The next signal to watch is whether Amazon reports adoption or usage data for Complete TV and the new DSP experience after the start of the broadcast year.
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