Amazon expands Prime Video Channel analytics to all eligible marketing partners
Prime Video Channel Insights dataset exits beta, enabling channel partners to analyze audiences and activate campaigns across Amazon's advertising platforms.
Amazon announced on November 18, 2025, that its Prime Video Channel Insights dataset has completed its open beta phase and is now available to all eligible Amazon Marketing Cloud advertisers who operate as Prime Video Channel partners.
The dataset, which first launched in May 2025 as an open beta, provides Prime Video Channel partners with detailed viewership and engagement data to inform their advertising strategies. The expansion represents Amazon's continued investment in measurement tools for content providers using its streaming infrastructure.
Analytics capabilities for channel operators
Prime Video Channel partners can now conduct audience overlap analysis using the dataset, examining how their channel's viewership intersects with other customer segments. The data integration allows partners to identify viewing patterns and audience characteristics specific to their content.
The dataset feeds directly into Amazon Marketing Cloud, the company's clean room solution for privacy-safe data analysis. Partners can query the data to understand viewer behavior without accessing individual user information, maintaining compliance with privacy regulations while extracting strategic insights.
Channel operators gain access to two primary data tables tracking enrollment records and streaming events. The enrollment table captures subscription details including billing type, promotional offers, and subscription status changes. The streaming table provides session-based engagement metrics with content metadata, viewing duration, and contextual information about each playback event.
Campaign activation across advertising platforms
Beyond analytics, the dataset enables audience creation for media activation. Partners can build custom audience segments based on Prime Video Channel viewing behavior, then activate those audiences across Amazon DSP for display and video campaigns, as well as select Sponsored Ads formats including Sponsored Products, Sponsored Display, and Sponsored Brands.
This activation capability allows channel partners to retarget viewers who have engaged with their content, or to reach similar audiences across Amazon's advertising inventory. The audience segments incur standard CPM fees when activated through Amazon DSP.
The measurement infrastructure supports both attribution analysis and audience development workflows. Partners can measure how their channel's content exposure relates to downstream customer actions, or use viewing signals as inputs for predictive audience modeling.
Expanding measurement for streaming content
The Prime Video Channel Insights launch follows Amazon's broader expansion of measurement capabilities for streaming television advertising. The company has progressively added streaming TV inventory and measurement tools to its advertising platform as CTV advertising spending continues to grow.
Amazon's streaming advertising business encompasses multiple properties including Prime Video, Freevee, Twitch, and third-party apps on Fire TV devices. The company introduced ads to Prime Video in January 2024, creating new inventory for advertisers while also developing measurement tools to quantify campaign impact.
The channel partner data complements Amazon's existing measurement offerings including Amazon Marketing Cloud's attribution modeling, which allows advertisers to connect media exposure across channels to business outcomes. Prime Video Channel partners can now incorporate their specific channel performance into these broader measurement frameworks.
Access to the dataset requires subscription through Amazon Marketing Cloud's paid features program. The service is available in AMC account marketplaces including the United States, Canada, Japan, Australia, France, Italy, Spain, United Kingdom, and Germany.
The dataset updates daily with a 19-day reporting delay, providing a 12.5-month lookback window for historical analysis. Data refreshes occur weekly on Fridays, according to Amazon's technical documentation.
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Timeline
- May 2025: Amazon launches Prime Video Channel Insights dataset in open beta
- November 18, 2025: Dataset exits beta and becomes available to all eligible AMC advertisers
- Ongoing: Amazon expands streaming TV measurement capabilities across advertising platform
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Summary
Who: Amazon Prime Video Channel partners with access to Amazon Marketing Cloud can now use the measurement dataset.
What: The Prime Video Channel Insights dataset provides enrollment and streaming analytics that enable audience analysis, campaign measurement, and media activation across Amazon's advertising platforms.
When: The feature exited open beta on November 18, 2025, after initial launch in May 2025.
Where: The dataset is available through Amazon Marketing Cloud in supported account marketplaces including the US, Canada, Japan, Australia, and major European countries.
Why: The dataset helps Prime Video Channel partners understand their audience composition, measure content performance, and activate advertising campaigns targeting viewers based on channel engagement patterns.