By Carl Wartzack, CEO, WBX
Amazon Ads just wrapped its 2025 upfront negotiations with what it called “significant growth.” Analysts estimate upfront revenue for Prime Video and Freevee surged 30% year over year to $1.8 billion — and projections suggest another 22% increase in 2026.
This isn’t just about one strong upfront cycle. It’s about Amazon proving that it has become a central player in the premium video and streaming ad market.
Prime Video’s Ad Engine Is Scaling Fast
Since Amazon introduced ads on Prime Video in early 2024, the platform has expanded rapidly. Non-NFL programming commands CPMs in the $20–$30 range, on par with other premium streaming platforms, even as the influx of new streaming inventory has softened industry averages.
The expansion of live sports, capped by Amazon’s forthcoming NBA on Prime rights, will drive incremental volume and bring more high-value audiences into the ecosystem. For advertisers, that means not just reach, but premium engagement in one of the most brand-safe environments available.
Why This Matters for Brands
Amazon Ads is now more than sponsored listings and retail placements. With Freevee, Twitch, Fire TV, Prime Video, and live sports, the company offers one of the broadest premium footprints in streaming — and it’s backed by unmatched retail and behavioral data.
For brands, that creates a rare opportunity:
- Targeted precision fueled by first-party shopping signals
- Cross-channel reach from retail to streaming to live sports
- Closed-loop attribution that proves which impressions drive sales
This combination is redefining what a modern upfront means. It’s not just about locking in media dollars; it’s about committing to measurable performance.
The Bigger Picture
Amazon generated $56.2 billion in ad revenue in 2024, up from $46.9 billion the year prior. At this trajectory, advertising is becoming one of Amazon’s core business pillars alongside retail and cloud. For the wider market, it signals where advertising is headed — toward platforms that can tie brand investment directly to commerce outcomes.
The WBX Point of View
At WBX, we see this as validation of the direction we’ve been building toward: commerce media as the center of gravity for brand growth.
Our role is to help brands cut through the complexity of Amazon’s ecosystem and turn upfront commitments into full-funnel performance. That means:
- Building integrated strategies across Prime Video, Freevee, Fire TV, and retail media
- Designing creative that’s as shoppable as it is watchable
- Measuring outcomes that connect brand dollars to customer behavior
The lesson from Amazon’s latest upfront is clear. Streaming is no longer just a reach play. It’s a performance engine. The brands that embrace this shift now will be the ones defining the next era of advertising.
Let’s build what’s next.