Amazon pushes interactive video ads at upfronts 

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TL;DR:

Amazon is highlighting interactive video advertising tools as streaming and retail media competition intensifies during upfront season.

Article:

Amazon is expanding its focus on interactive video advertising as the company competes more aggressively for brand spending during the upfront season.

The company showcased ad formats designed to let viewers interact directly with products, branded content, and ecommerce experiences while watching streaming content. The strategy reflects how streaming platforms are increasingly combining entertainment, commerce, and advertising into connected viewing experiences.

Amazon believes interactive formats can help advertisers improve audience participation and shorten the path between discovery and purchase. Industry analysts say retail media companies are pushing harder into video advertising as brands seek more measurable and performance-focused streaming campaigns.

Executives also emphasized Amazon’s broader ecosystem advantages, including shopper data, connected TV reach, and ecommerce connectivity. According to market research, interactive advertising formats continue gaining interest as advertisers prioritize audience participation and conversion tracking.

A company executive said the goal is to create “more actionable viewing experiences” that connect entertainment directly with shopping behavior.

As competition across streaming and retail media grows, interactive advertising is becoming a bigger part of platform differentiation efforts.