Amazon Advertising Agency

Prime Video ads in Australia

Prime Video is one of the fastest growing streaming video on demand services in Australia. Unlike Netflix, it carries ads by default, with an ad-free option for subscribers who pay extra. As a result it has one of the largest ad-supported audiences of any subscription service in Australia.

Bigger than any single commercial BVOD app

Each week, 2.9 million Australians watch Prime Video’s ad tier. That is more than 7plus (2.3 million), 9Now (2.1 million) or 10 (1.3 million), and more than any other ad-supported subscription tier except Netflix. (Roy Morgan)

An audience that skews valuable

Prime Video’s ad-tier viewers are:

• 31% more likely than average to come from AB households
• 22% more likely to be big spenders
• 15% more likely to be business decision makers
• concentrated in 35 to 64 year olds, the age groups where free-to-air viewing is falling fastest

(Roy Morgan)

Lower ad clutter, higher attention

Prime Video runs a lighter ad load than free-to-air television. In Australia, Amazon reports 2 to 4 minutes of ads per hour.* With fewer ads in each break, each one has more room to be noticed.

• 12 seconds of active attention per Prime Video ad, four times the digital video average (Lumen)*
• A 4 point average lift in brand awareness across 30 campaigns (Lucid)*

Co-viewing on the big screen also means one ad is often seen by more than one person.

Content and sport

The 2027 slate includes Fourth Wing, Elle season 2, Off Campus season 2, We Were Liars and Tomb Raider, alongside all four ICC cricket events and the NBA season.* Many Prime Video series are adapted from bestselling books, so they launch with an audience that already has a strong appetite for the series or film.*

Amazon PPC and Sponsored Ads

If you sell on Amazon, sponsored ads are where the sale happens. Sponsored Products, Sponsored Brands and Sponsored Display put your listings in front of shoppers searching for what you sell, and you pay only when they click.

8.8 million Australians now shop on Amazon, up 11% in a year. (Roy Morgan)

We run sponsored ads alongside Prime Video and Amazon DSP, so shoppers who saw your brand on the big screen find you first when they search. See how this fits with our wider search marketing and Google Ads work.

What our Amazon PPC management covers

• Account and campaign structure by product, category and match type
• Keyword research, including harvesting search terms from automatic campaigns
• Negative keywords and bid management to control ACoS
• Sponsored Brands with custom creative and Store pages
• Sponsored Display retargeting of product page viewers
• Reporting against ACoS, TACoS and ROAS, and against total sales rather than ad-attributed sales alone

Amazon DSP

Amazon DSP is Amazon’s programmatic buying platform, and it works whether or not you sell on Amazon. It buys Prime Video, Twitch, Netflix and most of Australia’s streaming TV, plus web and audio publishers, and targets them with Amazon’s shopping and viewing signals. It sits alongside our wider programmatic advertising and TV advertising buys.

• Streaming TV: Prime Video, Twitch, Netflix, 9Now, 7plus, 10, SBS On Demand, Paramount+, Binge, Foxtel, Kayo, HBO Max, Stan Sport, Samsung Ads, LG Ads, Fetch, Tubi and Plex*
• Amazon audiences on Netflix in Australia* (new)
• Audio: SCA, ARN and Nova for streaming audio, podcasts and radio, plus Spotify* (new)
• Complete TV: plan, manage and measure streaming TV across Prime Video and other publishers*
• Frequency control across publishers, so the same household isn’t over-served

Amazon Marketing Cloud and measurement

Amazon Marketing Cloud is Amazon’s privacy-safe data clean room. It combines your customer data with Amazon’s signals to build audiences and to measure how a Prime Video ad leads to searches, product page views and sales.

Australian results announced at the 2026 Upfront:

• CommBank: +14.9% brand consideration, +13.5% ad recall and 15% more customers adding a CommBank card to their Amazon Wallet*
• L’Oréal Paris: over 1 million unique viewers, a 95% completion rate and +25% unaided brand recall*

Amazon’s global research shows interactive streaming ads lift brand awareness by 30%.*

Connected TV advertising: why moving early pays off

New media ecosystems follow a pattern. Audiences arrive before advertisers do, so early buyers get more attention for less money and a clearer share of voice. As demand catches up, prices rise and breaks fill.

Connected TV and ad-supported streaming in Australia are at that early stage. 2.9 million Australians already watch Prime Video’s ad tier each week (Roy Morgan), but most TV budgets still sit in free-to-air. New formats like location-based and Next Up ads have few advertisers yet.

As a starting guide, Multi plans Prime Video at around 5 to 7% of a total screen budget, in line with its share of weekly ad-supported screen reach across free-to-air, BVOD, YouTube and subscription ad tiers (Roy Morgan). We adjust from there based on audience and objective.

Brands that move now build the audience data, creative learnings and cost benchmarks before their competitors arrive. Finding clear airspace like this has always been part of how Multi plans for clients. Read more about how we plan video advertising across BVOD, streaming and YouTube.

Planned as screen media

Prime Video weighted against free-to-air, BVOD and YouTube.

Independent

No volume deals steering the recommendation.

One program

Prime Video, PPC, DSP and AMC can be run together.

Early testing

New formats tested as they launch in Australia.

Amazon advertising FAQs