Amazon's advertising division closed 2025-26 upfront negotiations with ad commitments above internal forecasts. Prime Video has run ads since early 2024 and serves as the centerpiece of the company's video ad push. Amazon now presents upfronts alongside traditional media and tech rivals during a mid-May event in New York. The unit reported significant growth across major holding companies and strong commitments from independent agencies, exceeding its own upfront expectations year over year. Overall Amazon ad revenue reached $56.2 billion last year, and Prime Video expanded live sports with NFL Thursday Night Football and the addition of weekly NBA games, which drove incremental volume growth.
Prime Video has been running ads since the start of 2024, signaling the tech giant's push into the video ad space. Amazon now delivers an upfront presentation to ad buyers alongside those of traditional media companies and tech rivals Netflix and YouTube during a single mid-May spree in New York. While Prime Video is the centerpiece, the company also has emphasized its other venues for brand messages, including podcasts.
Overall ad revenue across all of Amazon (beyond Prime Video) hit $56.2 billion last year, up from $46.9 billion in 2023. About $1.8 billion was pledged by buyers in the 2024-25 upfront. Prime Video's live sports offering, which took a major step forward with the addition of NFL Thursday Night Football in 2022, is expanding further this fall with the notable addition of weekly NBA games. The arrival of the NBA helped spur "incremental volume growth," the spokesperson said.
Collection
[
|
...
]