Amazon Ads has expanded its advertising products in Australia, adding new Prime Video formats and broadening its programmatic partnerships.
Prime Video's average monthly ad-supported reach in Australia has grown to more than 5.5 million viewers, up 10% year on year, according to Amazon Ads.
The update spans streaming television, audio buying and advertising software. It includes new interactive formats on Prime Video, cross-format audio buying through Amazon DSP and new artificial intelligence tools for advertisers in Australia.
On Prime Video, the new formats include Dynamic TV Creative and Location-Based Interactive Video Ads. The location-based product allows advertisers to tailor creative by geography within a national campaign, including regional offers, pricing and local business information.
Dynamic TV Creative is designed to automatically change parts of a television advert using shopping, browsing and streaming signals. Advertisers can upload a single creative asset, and the system adjusts elements such as product imagery, headline copy and calls to action.
Another format, Next Up Ads, targets viewers moving from one episode to the next in a session. Brands with Prime Video sponsorships will receive first access to the sequential ad product.
Audio push
Outside video, Amazon Ads is expanding the inventory available through Amazon DSP. It has launched cross-format audio advertising in Australia through partnerships with ARN, Nova and SCA, giving buyers access to streaming audio, podcasts and radio through one buying system.
Amazon Ads has also deepened its relationship with Spotify through a direct integration with the Spotify Ad Exchange. In streaming television, it is extending Amazon Audiences to Netflix in Australia as part of a local rollout of a partnership announced earlier.
The arrangement builds on an existing programmatic relationship between the two groups. Amazon says its audience tools use shopping, streaming and browsing data to help advertisers target viewers based on interests and purchasing behaviour.
AI tools
The Australian launch also includes two advertising technology products centred on artificial intelligence. Ads Agent is aimed at self-service Amazon DSP advertisers and is intended to help them build, optimise and analyse campaigns using natural language prompts.
Amazon Ads MCP Server is being made available in open beta in Australia. The product gives agencies, technology partners and advertisers a way to connect AI tools to campaign creation, reporting and account management.
Willie Pang, Managing Director, Amazon Ads ANZ, set out the company's position on the expansion.
"Last year we made a promise to Australian advertisers: full-funnel advertising, for everyone. Today we're continuing to deliver on that promise, with deeper partnerships alongside the premium publishers Australians love, new interactive and personalised ad formats on Prime Video, and AI-powered innovation that puts advertisers in control," said Willie Pang, Managing Director, Amazon Ads ANZ.
He added: "Whether a brand sells on Amazon or not, they can now reach audiences across Amazon and the open internet - with the complexity stripped away and everything planned, bought, and measured from one place."
Amazon used a campaign by L'Oréal Paris to illustrate how it wants brands to connect streaming media with shopping activity. The beauty brand's sponsorship tied product placement in the series Elle to shoppable Prime Video ad formats and reached 1 million unique viewers in Australia, while generating video completion rates of nearly 95% and more than 5,000 branded searches, according to Amazon Ads.
"L'Oréal Paris exists to empower women through beauty, and Elle was the perfect stage for that," said Georgia Hack, CMO, L'Oréal ANZ.
She added: "Amazon Ads let us go beyond the screen, turning cultural moments into commerce and making it easy for viewers to discover and shop the products that inspired them."
Content slate
The advertising announcements were presented alongside a broader update on Prime Video's content line-up. Alexandra Gilbert, Head of Content for Prime Video, Australia and New Zealand, highlighted a mix of international and local titles including Fourth Wing, Tomb Raider, The Test season four and Subversion.
Amazon said it has produced 34 Australian Originals since 2019. The local productions sit alongside global releases with Australian connections, including Subversion, which was filmed in Australia with local crews.
Prime Video also used the presentation to highlight the role of sport on its service. The platform said it is the exclusive home to four ICC cricket events in 2027 and carries NBA coverage through the season, including regular-season games, play-ins and the NBA Cup finals.
For Amazon Ads, the central message was that media buying across its own properties and third-party publishers is becoming more closely integrated. Prime Video's ad-supported audience in Australia now stands at more than 5.5 million monthly viewers.