Amazon Prime Video is about to intensify its advertising strategy, introducing new formats that could be more intrusive for users. Just over three months ago, the platform started showing ads in series and movies, but now it plans to include them also in key moments such as breaks during content playback.
According to Amazon, as detailed in a blog post, the new formats include “shopping carousels” that will appear during commercial breaks, showing products that viewers could purchase on Amazon. These “ads within ads” will automatically pause if interacted with, allowing users to explore the products in more detail.
In addition, there will be interactive ads during TV shows, movies, and live sports events, offering brand trivia that could provide rewards such as Amazon purchase credits. Ads with translucent overlays will also be introduced during breaks, allowing viewers to add promoted products directly to their shopping carts.
Although Amazon offers an ad-free option for a small additional fee (1.99 euros per month), most users are still subscribed only to Prime, the current “plan with advertising”. The company has not disclosed the exact number of Prime Video subscribers, but it has confirmed that it has 200 million Prime subscribers worldwide.
