Amazon Ads announced three new connected TV ad formats today ahead of its 2025 upfront presentation.

The new formats include contextually relevant pause ads, shoppable ads for products on Amazon, and shoppable ads for products off Amazon.

The formats will run on Prime Video’s ad-supported content, which reaches 130 million viewers each month, according to Amazon. On average, 88% of those viewers have also shopped on Amazon, the company said.

“Our ad formats are proven to drive measurable action on and off Amazon,” Alan Moss, vice president of global ads sales for Amazon Ads, said in a statement. “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.”

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The first ad format uses artificial intelligence to place ads on the screen when content is paused, ensuring that the ad is relevant to the show or movie that a viewer is in the middle of. For example, while watching the young adult drama series The Summer I Turned Pretty, a viewer might see an ad for beach vacations when they pause the show. Or, if it gets paused in the middle of a steamy makeout scene, maybe there’d be an ad for Hershey’s Kisses.

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The second format lets viewers add products to their Amazon cart while an ad is playing on their streaming device. If there’s an add for shampoo, for example, the viewer can click an “add to Amazon cart” button in the corner of the screen.

Similarly, the third format lets viewers take action during an ad even if its for a brand that isn’t sold on Amazon. Rather than adding to cart, viewers can click a “send to phone” button. So if a travel brand is advertising trips to the beach, the viewer can opt to have more information sent to their phone.

Amazon’s second annual upfront presentation is on May 12 at 6:30 p.m. ET at The Beacon Theatre in New York City.