Amazon Ads Launches Interactive Ad Formats, DSP Expansion, Boosted Sponsorship Portfolio at Upfront

Amazon Ads has announced Complete TV capability, new interactive ad formats, and a boosted sponsorship portfolio at its 2026 upfront event, held yesterday at Sydney’s Hordern Pavillion.

Joined on stage by Nina Oyama from Prime Video's Australian original series ‘Deadloch’ and Australian Cricket captain Pat Cummins, Amazon leaders showcased how brands can reach audiences across Prime Video – which has an average monthly ad-supported reach of more than 5 million viewers in Australia – as well as Twitch, and thousands of premium publishers such as Netflix and Paramount+.

“The Australian advertising landscape is experiencing a fundamental shift as viewers become more selective about their entertainment choices and advertisers seek relevant ways to enhance these moments”, said Willie Pang, general manager of Amazon Ads Australia. 

“By combining our extensive library of hit shows, movies, and live sports with our trillions of signals and advanced AI capabilities, we’re helping brands drive full-funnel campaigns at scale. This isn't just about reaching audiences, it's about connecting with customers during high-value moments across their shopping and viewing journeys.”

Amazon DSP Expands Supply And Introduces Complete TV Capability

The Amazon DSP enables advertisers to reach audiences across Prime Video, Twitch and thousands of premium publishers across the open web. As part of this, Amazon Ads is embarking on a new partnership with Netflix, which provides Australian advertisers direct access to Netflix’s ad inventory via Amazon DSP. 

This new integration will be available beginning in Q4.

In 2026, Amazon Ads will also introduce Complete TV to Australia, an industry-first toolset on Amazon DSP that helps TV buyers plan, manage, and measure their holistic streaming TV buys and deliver spend commitments in full. Complete TV provides AI-powered recommendations for managing streaming budget across Prime Video and other publishers, helping advertisers expand reach while eliminating media waste. 

New Interactive Ad Formats For Prime Video

A suite of interactive ad formats are coming to Prime Video in Australia in 2026. These ad formats allow viewers to engage with brands without disrupting their viewing experience.

Interactive video ads enable viewers to take immediate action through simple interactions – whether by remote control, mobile device scan, or voice command. Viewers can add products to their Amazon cart or learn more about brands directly, without leaving the streaming experience. 

Interactive pause ads mean when viewers pause their content, they will see a translucent ad featuring brand messaging and imagery, along with an 'Add to Cart' or 'Learn More’ creative overlay. These interactive overlays remain available as long as the content is paused. With a click of their remote, customers can add the product to their Amazon cart, or get more information sent to their email, and resume their stream at any time.

In 2026, Amazon Ads will also boost its sponsorship portfolio, allowing advertisers to leverage IP and integrate their brands into Amazon MGM Studios' storytelling. The offerings will include custom bumpers, IP-driven custom ads, tune-in promotions, and sponsored content rows.