In a move that may impact the viewing experience for some Prime Video subscribers, Amazon unveiled  plans to introduce new interactive ad formats on its streaming platform later this year. 

The e-commerce giant's decision to incorporate more ads aligns with its strategy to further monetize its streaming service and provide advertisers with innovative ways to engage consumers.

Amazon's 'Pause Ads' 

The primary addition to Amazon Prime Video will be "pause ads," which will appear when users hit the pause button while watching content on the platform. 

These ads will feature brand messaging, imagery, and interactive options such as "Add to Cart" and "Learn More." 

According to Amazon, this initiative aims to extend engagement beyond traditional ad breaks and offer viewers a seamless shopping experience directly from their screens.

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Shoppable Carousel Ads, Brand Trivia Ads for Enhanced Engagement

Alongside pause ads, Amazon will introduce two other interactive ad formats: shoppable carousel ads and interactive brand trivia ads. 

The shoppable carousel ads will be displayed during ad breaks and will showcase multiple related products in a sliding lineup, allowing viewers to explore and purchase items directly from Amazon.

On the other hand, the interactive brand trivia ads will offer viewers interesting facts about brands while providing options to add products to their Amazon cart, request more information via email, or unlock rewards like Amazon shopping credits. 

These interactive elements aim to enhance viewer engagement and provide brands with opportunities to connect with their target audience in a meaningful way.

While some users may find the increased ad presence intrusive, Amazon's move reflects industry trends where streaming platforms are exploring various revenue streams beyond subscription fees.

Amazon's CEO Andy Jassy, during Amazon's Q1 earnings call, pointed out the positive reception from advertisers regarding Prime Video ads.

Despite the initial rollout of ads earlier this year, Amazon remains optimistic about the potential of advertising within its streaming ecosystem.

With these changes set to debut in the upcoming broadcast year, Amazon Prime Video users can expect a more integrated shopping experience while consuming content, albeit accompanied by a heightened presence of advertising within the platform.

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