Today, senior executives from Amazon Ads and Prime Video Australia unveiled a comprehensive slate of innovative solutions and premium content designed to enhance the advertising landscape for Australian brands. The event, held in Sydney, highlighted new tools and partnerships that aim to empower advertisers to create impactful, full-funnel campaigns that resonate with audiences.
Joined by Nina Oyama from Prime Video’s hit series “Deadloch” and Australian cricket captain Pat Cummins, Amazon leaders demonstrated how brands can leverage its entertainment portfolio and advertising innovations. According to Amazon’s internal data, Prime Video reaches an average of over 5 million ad-supported viewers monthly in Australia, providing a vast audience across platforms like Twitch and premium publishers such as Netflix and Paramount+.
Amazon DSP and Complete TV: New Horizons for Advertisers
The announcement comes as Amazon Ads introduces its expanded capabilities through Amazon DSP, which now includes Complete TV—a groundbreaking toolset for TV buyers. This innovation allows advertisers to plan, manage, and measure streaming TV buys with precision, optimizing budget allocation across Prime Video and other platforms.
Amazon’s partnership with Netflix, set to launch in Q4 2025, will offer Australian advertisers direct access to Netflix’s premium ad inventory via Amazon DSP. This collaboration is expected to enhance advertisers’ reach and engagement across trusted entertainment destinations.
Willie Pang, general manager of Amazon Ads Australia, expressed the significance of these developments:
“Today marks a significant expansion of Amazon DSP’s capabilities in Australia. 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.”
Prime Video’s Expanding Entertainment and Sports Portfolio
Meanwhile, Prime Video continues to bolster its content offerings with a mix of Australian productions and international hits. Hwei Loke, head of Prime Video for Australia and New Zealand, announced the return of the acclaimed series “Deadloch” for a second season and the upcoming release of “Fallout” on December 17.
Live sports remain a cornerstone of Prime Video’s strategy. Starting in October, Prime members will enjoy exclusive access to 67 NBA regular season games and other key events. Additionally, Prime Video will stream all matches of the ICC Women’s Cricket World Cup 2025 live, offering Australians a chance to witness potential back-to-back victories for the national team.
Loke emphasized Prime Video’s commitment to delivering diverse entertainment options:
“In 2026, we will launch our most exciting slate yet. From homegrown Aussie gems to international blockbusters and unmissable live events—Prime Video is delivering entertainment you won’t want to miss.”
Interactive Ads: Bridging Entertainment and Shopping
Amazon Ads also revealed a suite of interactive ad formats set to debut on Prime Video in 2026. These formats aim to seamlessly integrate brand engagement into the viewing experience, allowing viewers to interact with ads without interruption.
The introduction of interactive video ads and pause ads transforms traditional ad breaks into engaging brand moments. According to a Kantar US study, brands utilizing video ads saw a 30% increase in brand awareness, while Amazon’s data shows a 36% rise in orders for campaigns featuring interactive elements.
This innovation aligns with Amazon’s broader strategy to connect streaming and shopping experiences, as highlighted by Maria Gudino from Unilever:
“Amazon Ads helped us to create a cohesive campaign that resonated at every touchpoint in our customers’ journeys.”
Full-Funnel Success and Future Sponsorship Opportunities
The move represents a significant step forward in Amazon’s advertising capabilities, offering brands a comprehensive suite of tools to engage audiences across multiple platforms. The success of campaigns like DoorDash’s DashPass, which achieved a 97% video completion rate, underscores the effectiveness of Amazon’s full-funnel approach.
Looking ahead, Amazon Ads plans to expand its sponsorship portfolio, allowing advertisers to integrate their brands into Amazon MGM Studios’ storytelling. This includes custom ads and sponsored content, enhancing audience engagement throughout the content lifecycle.
As Amazon continues to innovate and expand its offerings, the implications for advertisers are profound. These developments not only provide new opportunities for brand engagement but also set a new standard for the integration of entertainment and advertising in the digital age.
