Amazon Ads announced new ad capabilities and measurement tools as well as showcasing its recent partnerships deals.
Amazon Ads announced new location-based ad targeting capabilities alongside Prime Video joining Barb CFlight at its Upfront event in London, last night.
The event was hosted by comedian Katherine Ryan, who will star in the third series of Last One Laughing UK, due to be released in 2027.
Phil Christer, managing director of Amazon Ads UK, highlighted the firm joining Barb CFlight – the UK’s TV measurement framework known for tracking reach on traditional linear broadcast.
Prime Video will become the first streaming service to join Barb, meaning advertisers will now be able to plan and measure campaigns across the platform alongside other major TV broadcasters.
Prime Video has been part of the Barb Ads Hub’s pre-campaign planner since 2024 and Amazon Ads is currently working with the firm on a integration, which will be available in 2027.
Christer said on the night: “When people are genuinely engaged with what they’re watching, they pay more attention to the advertising around it, and that’s exactly what makes Prime Video such a powerful environment for brands.
“But we know measuring that attention across a fragmented TV landscape isn’t easy,” adding that by joining Barb CFlight, it gives advertisers “the transparency to invest with confidence, and the evidence backs it up”.
Christer highlighted a WPP Media study, which found that “Prime Video delivers 22% higher ROI than the all-channel media average, driving measurable incremental sales, whether advertisers sell on Amazon or not”.
He said: “Clearer measurement gives you confidence. But what sets Amazon apart is what happens next: the connection we can create across every surface, every moment. We’ve introduced powerful brand partnership programmes here in the UK, designed to integrate your brand into Amazon’s biggest retail programming and cultural moments across one interconnected customer journey.
“Imagine your customer hearing your brand during their favorite podcast, watching a top creator bring your product to life on Twitch, discovering it in the Amazon store, and then your story continues on Prime Video.”
Bringing local relevance
The e-commerce giant also took the evening to launch its location-based ad capabilities.
The first is its geographic insights and activation (GIA) tool, which gives advertisers the ability to optimise their campaigns at a regional level with just two clicks.
GIA uses Amazon’s first-party retail signals or an advertiser’s own data alongside to map how a brand is performing in different regions against category benchmarks. Using this information, advertisers can then activate a campaign, which automatically optimises bid to reach customers in areas where there is greater opportunities.
The second builds on Amazon’s interactive video and pause ads across Prime Video. The new location-based interactive video format enables advertisers to deliver national campaigns with local relevance.
This, Amazon said, will make it easier for advertisers in verticals such as automotive, retail and restaurants to drive footfall from the streaming experience. It will be available to advertisers by the end of the year.
Christer added: “Our ambition is simple – to make advertising simpler and more effective for brands, as well as more relevant for viewers.
“Our latest innovations will help brands localise national interactive ad campaigns, act on regional growth opportunities, and access industry-standard measurement for Prime Video in the UK. With more reach across premium streaming video and audio than ever before, powered by AI expertise at every step, we’re enabling brands to connect with audiences alongside the entertainment and live sport they love.”
The star-studded event, which saw celebrity appearances from Fleabag creator Phoebe Waller-Bridge, Samantha Morton, Phoebe Dynevor and Lily Allen performing songs from her latest album, also showcased Amazon Ads Agent. This is the tech firm’s new advertising platform which brings together its DSP and ads console.
Amazon also highlighted its latest partnerships with Sky Media and Bauer Media and how these boost the streaming inventory available to advertisers using its platform.
