Today, senior executives from Amazon Ads and Prime Video Australia showcased a breadth of innovative solutions and premium content that enable Australian advertisers to build high-impact, fullfunnel campaigns to connect with their customers.
Joined on stage by Nina Oyama from Prime Video’s hit Australian original series Deadloch and Australian cricket captain Pat Cummins, Amazon leaders showcased how brands can leverage its entertainment portfolio and advertising innovations to reach audiences across Prime Video—which according to Amazon’s internal data has an average monthly ad-supported reach of more than 5 million viewers in Australia—as well as Twitch, and thousands of premium publishers such as Netflix and Paramount+.
Pat Cummins.
“The Australian advertising landscape is experiencing a fundamental shift as viewers become more selective about their entertainment choices and advertisers seek relevant ways to enhance these moments”, said Willie Pang, general manager of Amazon Ads Australia.
“By combining our extensive library of hit shows, movies, and live sports with our trillions of signals and advanced AI capabilities, we’re helping brands drive full-funnel campaigns at scale. This isn’t just about reaching audiences—it’s about connecting with customers during high-value moments across their shopping and viewing journeys.”
Amazon DSP expands supply and introduces Complete TV capability, unlocking new buying efficiencies
The Amazon DSP enables advertisers to reach audiences across Prime Video, Twitch and thousands of premium publishers across the open web. By joining Amazon’s trillions of streaming, shopping, and browsing signals with advertisers’ first-party audiences and AI-powered optimisation, Amazon DSP helps advertisers reach relevant audiences where they spend their time.
During the presentation, Amazon Ads highlighted its new partnership with Netflix, which provides Australian advertisers direct access to Netflix’s premium ad inventory via Amazon DSP. This new integration, available beginning in Q4, 2025, further expands advertisers’ ability to reach audiences across trusted entertainment destinations.
In 2026, Amazon Ads will also introduce Complete TV to Australia, an industry-first toolset on Amazon DSP that helps TV buyers plan, manage, and measure their holistic streaming TV buys and deliver spend commitments in full. Complete TV provides AI-powered recommendations for managing streaming budget across Prime Video and other publishers, helping advertisers expand reach while eliminating media waste.
The solution utilises real-time insights to maximise reach and frequency across linear and streaming channels, at industry-leading low fees—zero percent for programmatic guaranteed (PG) deals on Amazon properties and one per cent for PG deals on premium streaming publishers.
“Today marks a significant expansion of Amazon DSP’s capabilities in Australia,” expressed Pang.
“With our new integration with Netflix and the introduction of Complete TV, we’re transforming how brands reach and engage audiences across the streaming landscape. These innovations, coupled with Amazon Ads’ AI-powered optimization and measurement capabilities, create an unprecedented opportunity for advertisers to unify their streaming TV budgets, reach audiences across highly watched streaming services, and measure the outcomes of their investments.”
Prime Video highlights premium entertainment and live sports offering
Prime Video continues to strengthen its entertainment offering with celebrated Australian productions and international hits. Hwei Loke, head of prime video for Australia and New Zealand, highlighted the return of the critically acclaimed Australian original series Deadloch for a second season, which welcomes Luke Hemsworth to the cast, and the monster new season of Fallout, which will arrive on December 17.
Live sports programming remains at the forefront of Prime Video’s offering. From October, the 11-year NBA partnership commences whereby Prime members get exclusive access to 67 regular season games, all Emirates NBA Cup Knockout Rounds, every SoFi NBA Play-In Tournament games, and first and second round Playoff action.
Adding to this sports roster, Prime Video highlighted the upcoming Untitled AFL docuseries which will capture the raw passion, personality, and drama of AFL in ways never seen before.
Prime Video also celebrated that all matches of the upcoming ICC Women’s Cricket World Cup 2025 will be streamed live, exclusive, and free for all Australians, to mark a unique opportunity for the Australian Women’s team to make back-to-back wins. Prime Video will also exclusively broadcast the ICC U19 Men’s Cricket World Cup in January, 2026, and the ICC Men’s T20 World Cup in February, 2026.
“We’re proud that Prime Video is a first-stop entertainment destination, offering customers a wide selection of premium original series and movies, licensed content, and live sports—including the NBA and ICC Cricket—plus the ability to rent or buy thousands of new and popular titles, as well as add-on subscriptions like Paramount+, HBO Max, and Apple TV+,” said Loke.
“In 2026, we will launch our most exciting slate yet. From homegrown Aussie gems that are making waves globally, to international blockbusters that’ll have you clearing your calendar, and unmissable live events—Prime Video is delivering entertainment you won’t want to miss.”
Amazon Ads unveils a suite of new interactive ad formats for Prime Video
Amazon announced a suite of interactive ad formats coming to Prime Video in Australia in 2026. These ad formats seamlessly bridge the gap between entertainment and shopping, allowing viewers to engage with brands without disrupting their viewing experience.
At the heart of this transformation are interactive video ads which enable viewers to take immediate action through simple interactions—whether by remote control, mobile device scan, or voice command. Viewers can add products to their Amazon cart or learn more about brands directly, without leaving the streaming experience. With interactive video ads, brands can connect their upper funnel streaming TV ad campaigns with their lower funnel outcomes, like add to basket and product sales.
Interactive pause ads transform natural viewing breaks into meaningful brand moments. When viewers pause their content, they will see a translucent ad featuring brand messaging and imagery, along with an “Add to Cart” or “Learn More” creative overlay. These interactive overlays remain available as long as the content is paused, extending engagement opportunities beyond traditional ad breaks. With a click of their remote, customers can easily add the product to their Amazon cart, or get more information sent to their email, and resume their stream at any time.
According to a Kantar US study, brands that leveraged video ads showed a 30 per cent uplift in brand awareness compared to campaigns that did incorporate these formats. Amazon internal data states advertisers who leveraged Prime Video interactive ads in their streaming campaigns generated 36 per cent more orders compared to those without interactive features, highlighting the formats’ ability to drive both awareness and conversation.
Full-funnel success powered through Prime Video, Twitch, premium sponsorships, and more
Amazon Ads’ customers highlighted new ways for advertisers to engage with audiences across Amazon’s premium content, the Amazon store, and the open web.
Maria Gudino, digital marketing and data lead ANZ and Kate Westgate, head of marketing home care at Unilever showcased the power of full-funnel advertising through OMO’s ‘Wonder Wash’ campaign featuring global sprint legend Usain Bolt.
The campaign, which culminated through Prime Day, strategically combined Prime Video advertising, Sponsored Ads, and Amazon DSP capabilities to deliver above goal. Results exceeded expectations, delivering 95 per cent incremental reach through Prime Video, a 11 per cent year-over-year increase in branded searches, and with 50 per cent of customers being new to the brand.
“Amazon Ads helped us to create a cohesive campaign that resonated at every touchpoint in our customers’ journeys,” said Gudino. “By leveraging Amazon’s full-funnel capabilities, we transformed our OMO campaign from a traditional promotion to a powerful cross-channel story that delivered measurable impact.”
Brands also shared how they aligned their products with relevant genres and cultural moments, through Amazon Ads’ tailored integrations and multi-sponsorship packages.
DoorDash’s two-year free DashPass, offering Australian Prime members free $0 food delivery fees, is supported by a comprehensive full-funnel strategy across Amazon Ads. The campaign, executed in collaboration with Wavemaker, leverages multiple touchpoints including strategic placements on Twitch, display advertising on IMDB, and Prime Video sponsorship of Nine Perfect Strangers. The multi-format approach has proven highly effective, reaching 1.9 million customers with a 97 per cent video completion rate.
“Our DashPass campaign exemplifies the unique advantage of Amazon Ads’ full-funnel approach,” said Laurent Jaubert, senior marketing manager at DoorDash. “By connecting streaming, shopping, and entertainment experiences, we’ve created a seamless journey that not only builds awareness but drives measurable business outcomes. This integrated approach transforms how we think about entertainment partnerships”
In 2026, Amazon Ads will enhance its sponsorship portfolio, allowing advertisers to leverage award-winning IP and seamlessly integrate their brands into Amazon MGM Studios’ storytelling.
The expanded offerings will include custom bumpers, IP-driven custom ads, tune-in promotions, and sponsored content rows—creating a comprehensive suite of sponsorship capabilities to build audience anticipation and engagement throughout the entire content lifecycle, from pre-launch through post-premiere.
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