Specifically, there’s a tangible shift from content-first decisions to a more integrated approach, where content, signals, and technology are developed and activated together. The integration of premium content along with AI-driven capabilities is no longer an aspiration, it’s how buyers are planning and transacting. The big story this year is the integration of premium content and adtech, like AI agents, to drive measurable outcomes all year long.
What are some of the questions you’re getting from buyers right now?
The questions we hear most from customers are, how do I make my marketing dollars work harder and smarter? How do I make execution easier and more accountable? Our answer is our durable AI agents for campaign, planning, management, measurement and optimization. Again, we’re not guessing here. We know specifically the intersection of premium content and ad tech allows us to help advertisers find the right audiences across their buy, reduce waste, and reinvest in more effective media.
What can you tell us about the sponsorship packages you’re offering? For instance, you’ve said Unilever is a Prime Video Signature advertiser, which had custom integrations including Liquid I.V. with The Summer I Turned Pretty. What’s ahead?
Brands are fighting for cultural relevance in a fragmented landscape. They want to be part of cultural moments. And Prime Video Signature is our most premium sponsorship offering, putting brands at the center of moments audiences are most invested in. Additionally, custom creative and brand partnerships are a significant part of our upfront deals for brands that want to go beyond the spot and become part of the content itself.
Can you speak to some of those custom integrations in sports? And how are you geting more advertisers into live sports?
We’re making live sports more accessible and flexible through our open internet buys. So that continues to be a huge opportunity, and we offer custom integrations into those sporting opportunities. It’s been a great area of growth, and often gives brands an opportunity to be represented by some of our talent in Prime Video Sports and our various desks.
If you’re looking back on this upfront, what do you think the biggest area of growth will be?
There’s no doubt I see a lot of growth across the board. You’re still seeing advertisers catching up with the consumer, who’s streaming a lot more and moving platforms. Last year marked our first multisport upfront, and now we’re very much focused on delivering against that strategy. We’re bringing together premium content across owned and third-party supply through Amazon DSP. I expect that to be an area of growth, of being able to combine that supply and helping advertisers see how their investments are working across the full funnel to drive outcomes.
Amazon is doing a lot with AI offerings, including your campaign planning tools. What’s been sticky for advertisers? What are they gravitating towards?
They’re looking not only to drive business results for their brands but to make it easier. And AI is definitely providing those capabilities in multiple parts of the execution process, from how they plan campaigns, how they choose audiences, how you optimize during the campaign, and ultimately measure it.
