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Amazon Ads launches Interactive Video and Pause Ads on Prime Video India, with Add to Cart, ahead of festive season
Amazon Ads is offering both formats to advertisers in India at no additional cost for a limited period. Viewers respond to the ads with their remote. The launch follows Amazon MX Player's integration into Prime Video.
Channel facts
Figures from afaqs,
| Interactive ad formats launched on Prime Video India: | two |
|---|
What it means for online and offline
By embedding Add to Cart in Prime Video ads, Amazon links streaming attention directly to its marketplace, which raises the bar for rival retail media and connected-TV players in India and could make ad-tech or shoppable-video partnerships more valuable.
Signals to track
- Amazon announcing an end date, paid pricing or an extension for the free period
- Amazon or agencies publishing engagement or Add to Cart conversion figures from festive campaigns
- Rival streamers or Flipkart launching comparable shoppable video formats before the festive peak
- Big-brand advertisers publicly naming Prime Video India interactive ads in festive campaign announcements
- Any regulatory or privacy commentary on viewer-level data used to target or attribute interactive TV ads
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Amazon Ads is likely to publish early festive-season results from the two formats, focused on Add to Cart actions and attributed sales, to persuade advertisers to pay once the free period ends.
- Expect Amazon Ads to bundle Interactive Video and Pause Ads with its sponsored ads and other retail media products, pitching a single full-funnel package to large brands and sellers on Amazon.in.
- Rival streamers and retail media networks, including Flipkart's ad business, may announce shoppable or interactive CTV formats of their own, or introductory pricing, to defend festive budgets.
- Large advertisers and agencies are likely to run limited tests of the free formats on Prime Video India, reserving bigger commitments until engagement and sales-lift data come in.
- Amazon Ads may extend the formats to more categories and Prime Video content, and possibly adopt a paid rate card, if early festive engagement holds up.