Observed Signal · Jan 9, 2026 · Conference Presentation · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Amazon Ads Unveils Key Interactive Video Insights at CES 2026
Amazon Ads and Publicis Media presented research on interactive video advertising at CES 2026, highlighting that simpler, quicker interactivity tends to boost engagement. Maggie Zhang, head of global video measurement GTM at Amazon Ads, told AdExchanger that viewers prefer straightforward experiences, such as add-to-cart actions that can be completed without leaving the video. The discussion offered practical guidance for 2026 video strategies, including interactive opportunities on Amazon Prime Video and recommendations on which genres to target to maximize engagement. The piece notes that marketers should prioritize streamlined interactive elements to avoid interrupting the viewing experience while still leveraging Prime Video for interactivity. The conversation underlines ongoing collaboration between Amazon Ads and Publicis Media to study viewer responses to interactive video within connected TV and streaming contexts, as observed at CES 2026.
Provides industry-relevant guidance on interactive video best practices and Prime Video opportunities, presented at CES 2026.
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Key Takeaways & Evidence Grounding
- Amazon Ads and Publicis Media presented research on interactive video ads at CES 2026.
- Maggie Zhang, head of global video measurement GTM at Amazon Ads, said simplicity is key for interactive video.
- Viewers prefer straightforward add-to-cart interactions that can be completed quickly within the video.
- Amazon Ads highlighted interactive opportunities on Amazon Prime Video and suggested genres to target for engagement.
- The remarks were made during an AdExchanger interview at CES 2026.
Connected Companies & Entities
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Recent verified developments and strategic activity across this market segment.
Interactive Ads Boost Engagement and Brand Impact
AdExchanger reports on new research conducted with Publicis Media and Latitude examining interactive video ads across multiple formats and CTAs. The study surveyed more than 7,800 people nationwide and involved ten brands, including some that sell on Amazon and some that do not, and was released during CES. Findings show that when viewers can interact—such as adding items to cart, exploring products, or requesting more information—ads command more attention, engagement, and perceived relevance, translating to impact across the marketing funnel. For brands that sell on Amazon, interactive ads yielded 7-point lift in noticeability, 9-point lift in convenience, and 11-point lift in perceived innovation for add-to-cart CTAs, especially when paired with Prime Day deals. The research also found lifts of 3-4 percentage points in brand opinion, consideration, purchase intent, and recommendation for Amazon sellers, and a 4-point lift in brand opinion for non-Amazon brands. Practical takeaways emphasize simplicity, content-format alignment, CTAs aligned with the audience journey, and budget for testing interactive formats in 2026.
Amazon Shoppable Video Ads turn TV into cart
Amazon Shoppable Video Ads are an interactive extension of traditional streaming-TV ads, expanding across Prime Video, Twitch, Fire TV Channels, live sports, and select third-party publishers. The format adds a live information box, allowing viewers to access product details, prices, and Prime options, and to perform actions such as adding items to the cart or requesting more information without interrupting the video. Campaigns are built in the Amazon DSP with no minimum budget, offering CTAs like 'In den Einkaufswagen' (Add to Cart) or 'More Information'; products can be linked via ASIN, requiring an Amazon seller account. Videos can be uploaded in portrait or landscape for cross-device optimization, and KPIs include ROAS, clicks, conversions, impressions, CTR, and Detail Page Views. First-party data enable precise targeting, and non-Amazon sellers can leverage the feature by sending information via email. A German ARD/ZDF study notes Prime Video’s popularity in Germany as a context for potential reach.
Amazon Prime Video Ads Thrive: New Features Ahead!
ADZINE interviewed Nils Gräf about Prime Video with ads after its first year. In the EU5 region (Germany, UK, France, Italy, Spain), 80% of Amazon Ads customers who booked Prime Video ad inventory in the first six months subsequently booked additional Prime Video campaigns in the following six months. Prime members can choose between an ad-supported tier and an ad-free option for €2.99 per month, with the majority remaining on the ad-supported plan. Gräf notes Prime Video ads are most effective as part of a full-funnel strategy, citing HP and Unilever/Magnum as successful examples. For 2025, Amazon announced interactive formats: Interactive Video Ads and Interactive Shoppable Carousels, plus Pause Ads that use QR codes or a learn-more overlay; Shoppable Carousels are limited to brands with products in the Amazon Store. Additional developments include enhanced targeting across streaming, shopping, and browsing signals, Reach Planner integration with AGF data, and expansion of the Amazon Marketing Cloud with High Value Audiences and Optimal-Frequency analyses. Also highlighted were AI-driven tools like a cloud SQL generator and a Video Generator, with content focus on premium TV, films, and live sports.
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