Amazon Prime Video Hits 130M Ad-Tier Viewers as It Unveils AI Ad Tools

Amazon’s streaming ambitions are getting both bigger and smarter.

Ahead of its 2025 Upfront, Amazon revealed that Prime Video’s ad-supported tier now reaches more than 130 million users in the U.S., up from 115 million last year.

The company also announced a major push into AI-powered ad tech, aimed at helping advertisers convert viewers directly into buyers.

The growing reach signals the effectiveness of last year’s move to automatically turn on ads for all U.S. Prime Video users, unless they opted out for a fee.

“Our ad formats are proven to drive measurable action on and off Amazon,” Alan Moss, VP of global ad sales at Amazon Ads, said in a news release.

The company also announced on Tuesday that Amazon Ads' U.S. monthly reach has increased to "an audience of over 300 million across owned and operated supply and beyond."

And that's a wrap! 🎬 Thank you to everyone who joined us at #AmazonUpfront. Learn more about the biggest takeaways from yesterday's presentation: https://t.co/DoxAOsXybN

⭐ Our ad-supported monthly reach in the US has expanded to an audience of over 300 million across owned and… pic.twitter.com/9ulaPXBiUh

— Amazon Ads (@AmazonAds) May 13, 2025

According to eCommerce giant, 88% of Prime Video viewers also shop on Amazon.

This is a figure that underpins the company’s pitch to advertisers: Your customers aren’t just watching, they’re ready to buy.

“Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching — creating a natural and relevant connection," Moss added.

"Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”

Amazon’s expanding adtech solutions are setting a precedent for how streaming giants might approach their practices.

While some competitors have expressed concern over the sudden influx of new ad inventory, Amazon’s scale and integrated retail ecosystem make it hard to ignore.

As content and commerce continue to converge, platforms are under pressure to craft ways to keep viewers engaged while making it easier to act on what they see.

A New Hub for Advertisers

The company’s new AI tools include scene-aware ads that generate tailored messaging based on what’s happening on screen.

These include interactive formats that allow instant responses like “subscribe now” or “book an appointment,” and fully shoppable ads complete with prices, reviews, and Prime delivery options.

All without leaving the show or movie being watched.

This push toward interactive, frictionless experiences means that the streaming service has also become a marketplace in motion.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Amazon Ads (@amazonads)

Embedding call-to-action elements within entertainment enables Amazon to turn passive viewing into active engagement.

The adtech rollout also marks a new global direction for company, which has started introducing the ad-supported Prime Video experience to international markets.

At last year’s Upfronts, Amazon turned heads with a glitzy, celebrity-filled presentation.

This year, the focus is on showing that Prime Video isn’t just competing for watch time.

It’s setting the pace for how brands can connect entertainment, ads, and purchases in one seamless experience.

For media buying agencies, this challenges traditional planning models, pushing them to go beyond impressions and toward moments where content and commerce directly converge.

Recently, Netflix made it easier for its 300 million users to find content to stream with a major TV app redesign.