Amazon is rolling out new ad formats on Prime Video, including contextually relevant pause ads and shoppable inventory.

The tech giant announced the new formats ahead of its upfront presentation to advertisers in New York.

The pause ads are designed to be more contextually relevant, so that viewers pausing, for example, The Summer I Turned Pretty could be served with travel ads or something else matching what’s happening on screen. The shoppable ads leverage real-time Amazon shopping signals, which include pricing, deals, reviews, and Prime shipping information.

The AI-powered offerings will be available across Prime Video, which has an average monthly ad-supported reach of more than 130 million U.S. customers. On average, 88% of Prime Video viewers in the U.S. have shopped on Amazon,

“Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, Vice President, Global Ads Sales for . “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching – creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”

At its inaugural upfront in 2024, Amazon Ads debuted three new streaming TV ad formats, providing  brands the opportunity to leverage interactivity during all stages of the customer journey, As a result, brands have seen upper- and lower-funnel impact in their campaigns, including +30% lift in brand awareness, +28% lift in purchase intent and +36% more orders