Amazon Prime Adverts: Everything You Need to Know in 2024

Amazon Prime Advertising places your brand at the centre of an epic viewing experience. Prime Video features a collection of award-winning movies and television series and has a loyal following of engaged viewers.

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For advertisers looking to scale their business, advertising on Amazon Prime Video is a must-step in any marketing campaign. Amazon's global reach can introduce your brand to millions of potential customers. Not only will those viewers see your advert on their home TVs, but also on their mobile devices. Your advert is always seen in the fullscreen glory it deserves and nestled between some of the most compelling content on the small screen.

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If you're a first-time advertiser looking for information about Amazon Prime Advertising or a seasoned marketer looking to expand your media roster, read on. We've collated all the relevant information you'll need to decide whether advertising on Prime Video is the right for your brand.

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What Are Amazon Prime Adverts?

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Amazon Prime Video introduced in-stream adverts to the UK market in early 2024. The adverts are not skippable and play in the same way as typical fullscreen commercials. Prime Video subscribers can pay an additional £2.99 per month to remove the ads. About 80% of viewers have stayed on the ad-supported tier worldwide. It's thought that around 73% of UK viewers are sticking with adverts in their Prime Video stream. 

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Ads on Prime Video appear as non-skippable fullscreen adverts that can either be pre- or mid-roll. Currently, Amazon adds three adverts per mid-roll break for approximately 2 to 3.5 minutes of advertising per hour of content. This ratio is good compared to linear TV, which has an average of 7 minutes of ads per hour. Advert fatigue is likely lower on Amazon than on other platforms due to the low ratio of advertisements to programmes.

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Pricing for Amazon Prime Video Advertising

Marketers looking to update their budgets should note that Amazon has a compelling offering. The FT reports that Amazon is undercutting its great rival, Netflix, in terms of advert pricing. In the UK, Amazon charges between £20 on the low end and £50 on the upper end for 1000 viewer impressions.

Adding this pricing model to the wealth of targeting data Amazon provides makes advertising on Prime Video exciting. Whether this pricing model will continue depends on how well Amazon's subscriber numbers hold up. At the end of 2023, Amazon had 9.7 million subscribers in the UK. As previously mentioned, the number of subscribers sticking to the ad-funded tier is high, meaning there are still many customers to target with advertising.

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Targeting

Building a great advertising campaign on Prime Video is all about targeting. Advertisers can target a range of options to filter their audience. These include interests, buying habits and demographics. Getting your advert in front of the right audience saves your marketing budget and increases the likelihood of securing a conversion.

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Much of the campaign targeting has already been done because subscribers have Amazon Prime. As Amazon says, "Prime Video households spend 22% more per month in the Amazon store than non-Prime Video households." You are precisely targeting an audience of highly motivated shoppers.

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Success Stories: Brands That Grew with Amazon Prime Video Ads

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Famous UK brand Peppa Pig ran a campaign on Amazon Prime that compared multiple creative routes to see which would lead to a higher completion rate of sales. The brand used Amazon data to precisely target the correct audience and ensure that their advertising would only run against approved content. The campaign reached around seven million households. The big takeaway from the campaign was that nearly 70% of Peppa Pig sales around the time came from customers who were new to Peppa and friends.

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Work with Toast

If you want help with your Amazon Prime Video advertising campaign, use the form below to tell us more about your project. Toast has years of experience in developing creative campaigns for linear TV advertising and online advertising.

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Main image: Marques Thomas