Connected TV (CTV) advertising has reshaped how brands reach audiences beyond linear TV. With viewers increasingly streaming shows and films on demand, platforms like Amazon Prime Video offer a prime opportunity to connect with engaged consumers. What sets Amazon’s CTV advertising apart is the ability to use Amazon shoppers’ data to target viewers based on real‑world behaviour — not just demographics or broad interests.
Why Amazon Shoppers’ Data Improves CTV Targeting
Amazon has one of the richest consumer datasets in the digital world. This includes millions of users’ browsing histories, purchase patterns, wishlist activity, Prime membership status and even in‑stream behaviours across Fire TV and Prime Video. When this first‑party data is married with CTV ad delivery via Amazon’s Demand‑Side Platform (DSP), advertisers can pinpoint audiences who are not only watching content but are likely to convert.
This means you can serve ads to audiences who:
- Have previously viewed or purchased related products;
- Are actively browsing or adding items to cart;
- Demonstrate lifestyle or interest patterns informed by their shopping and streaming signals.
Rather than blasting broad viewer segments, brands can deliver refined, high‑intent audiences — leading to better performance metrics and improved return on ad spend (ROAS).
How CTV Advertising Works with Amazon Data
CTV ads are delivered programmatically across streaming environments like Prime Video, Freevee and other channels available through Amazon DSP inventory. Advertisers can:
- Build audiences using Amazon’s shopping and streaming signals (e.g. recent product views or purchases).
- Serve CTV ads to these audiences in premium content environments with high engagement.
- Measure impact using Amazon Marketing Cloud, which connects ad exposures to downstream behaviour and conversions.
This combination of behaviourally informed targeting and premium viewing contexts makes CTV via Amazon especially powerful.
Evidence of Efficiency and Performance
Recent data underscores the effectiveness of this approach:
- Prime Video’s ad‑supported service now reaches over 315 million monthly viewers globally, providing advertisers a huge addressable audience.
- Forecasts suggest Amazon Prime Video’s advertising revenue could nearly double to $806 million in 2025, driven by strong ad demand and consumer engagement.
- In a case with Sports Research, CTV video ads delivered 1.8× higher reach vs benchmark and were 51 % more cost‑efficient for the target audience.
- Automotive CTV campaigns leveraging Amazon’s data showed that viewers exposed to ads were 5× more likely to complete desired brand actions, with 26 % of site traffic influenced by the CTV activity.
These stats highlight that not only are audiences reachable at scale, but that leveraging behavioural data drives efficiency and measurable action.
Brands Leading the Way
Many forward‑thinking brands consistently deploy this format:
- Sports Research used Amazon data in CTV to drive campaign efficiency and expand reach—important for new product launches.
- Automotive dealerships, through agencies like Cognition Digital, have harnessed Amazon CTV inventory for local targeting, capturing high‑value showroom traffic and engagement.
Moreover, broader ad market trends suggest top advertisers (including entertainment, pharmaceuticals and CPG categories) are increasing CTV impressions to counter linear TV decline and capture shifting viewer behaviour, signalling that brands are investing heavily in this channel.
Why Targeted Audiences Help Brands Achieve Their Goals
Targeted CTV advertising powered by Amazon shoppers’ data delivers multiple strategic advantages:
- Higher relevance: Viewers see ads that align with their real interests and past engagement, improving recall and favourability.
- Efficient spend: Budgets are focused on audiences more likely to act, reducing wasted impressions.
- Full‑funnel impact: From awareness in premium streaming contexts to measurable conversions downstream, brands gain a holistic performance picture.
- Scalable reach: With millions of Prime Video users globally, scale doesn’t come at the cost of precision.
Ultimately, Amazon’s CTV ecosystem empowers advertisers to blend the emotional power of TV with the precision of data‑driven targeting — helping brands hit both upper‑funnel and performance objectives.
Frequently Asked Questions
1. What is CTV advertising with Amazon DSP?
CTV advertising via Amazon DSP uses data and programmatic technology to deliver video ads to audiences streaming on connected TVs like Prime Video and Fire TV.
2. How does Amazon use shopper data for CTV targeting?
Amazon integrates shopping behaviour and streaming signals to build audience segments — allowing advertisers to target users based on browsing history, purchases and lifestyle interests.
3. Is Amazon Prime Video a good platform for ads?
Yes, Prime Video’s ad‑supported tier reaches hundreds of millions of viewers, offering broad, engaged audiences for advertisers.
4. Do targeted CTV ads improve ROI?
Targeted CTV ads focus spend on high‑intent segments, which typically improves campaign efficiency and ROAS compared to broad, untargeted buys.
5. Can brands measure the impact of Amazon CTV ads?
Yes, using tools like Amazon Marketing Cloud and Amazon DSP reporting, brands can link ad exposures to downstream visits and conversions.