Amazon Prime Video’s ad tier finds more viewers, reach surges past 50%

Amazon has introduced Creative Agent, an AI-powered creative partner that aims to revolutionize advertising content creation

Amazon's streaming arm Prime Video has recorded over a 50% increase in viewers for its ad-supported model.

At the annual flagship event, Amazon announced that Prime Video now has an average monthly ad-supported reach of more than 315 million viewers globally, up from 200 million ad-supported viewers in April 2024.

The US now records an average monthly ad-supported reach of more than 130 million viewers.

This number represents an unduplicated average monthly active ad-supported audience across original and licensed series and films, live sports and events, and free, ad-supported live channels on Prime Video.

The reach estimate is based on Amazon's internal data over 12 months from September 2024 – to August 2025, with some locale-specific time-frame variations based on launch dates.

Advertising on Prime Video is available in 16 countries, including India, the US, the UK, Germany, France, Japan, Brazil, among others.

Amazon Ads Vice President of Sponsored Products and Brands Muthu Muthukrishnan pointed to the shopping innovations offered by Amazon Ads, including Sponsored Brands reserve share of voice, Sponsored Brands collections, and Sponsored Products video. The first allows brands to pre-purchase a top-of-search placement for branded keywords at a fixed upfront price, while Sponsored Brands collections enables brands to display related products from across their catalog in a shopper-friendly format.

Amazon has introduced Creative Agent, an AI-powered creative partner that aims to revolutionize advertising content creation. The tool goes beyond simple content generation by analyzing brand stores, product pages, and websites to identify unique selling propositions.

Creative Agent then autonomously generates ideas and leverages image, video, and audio tools to bring concepts to life across display and audio channels. The solution is expanding to include streaming TV video creative capabilities, enabling brands to produce high-quality TV spots in days, rather than weeks or months.

Amazon Ads Vice President of Engineering, Science & Product Kelly MacLean also unveiled Ads Agent—an AI-powered advertising tool that transforms campaign management and optimization. MacLean emphasized that this isn't just about automation—it's about augmenting human expertise with AI that understands the nuances of advertising strategy, transforming how advertisers work and drive results.

Ads Agent pre-drafts audience strategies based on campaign settings and helps users maximize Amazon Marketing Cloud's analytics capabilities through intuitive, natural-language queries.