Amazon Marketing Cloud launches Prime Video viewership signals for advertisers

Amazon Marketing Cloud launched Prime Video viewership signals on November 11, 2025, according to an announcement from the company's annual unBoxed conference. The integration introduces content engagement data from Prime Video into AMC's analytics platform, marking a technical advancement in how advertisers access streaming viewership information.

The Prime Video signals became available in open beta across the United States, Canada, Japan, and Australia on November 11, 2025. Additional markets including the United Kingdom, Germany, Spain, Italy, and France will receive access during the first quarter of 2026.

According to the announcement, the new signals provide three primary data types: content title information, content type classification, and show-level engagement metrics. The system includes viewership data from Prime Video's entire catalog, including content previously branded as "Watch for free" under the Freevee designation.

Advertisers can combine Prime Video viewership patterns with existing Amazon Marketing Cloud signals and proprietary datasets uploaded to the platform. The integration maintains user privacy through AMC's pseudonymized data architecture, which processes engagement signals without exposing individual viewer identities.

The technical implementation operates through AMC's existing query infrastructure. According to documentation, Prime Video viewership insights become accessible through current AMC API endpoints without requiring technical modifications to API infrastructure. Standard aggregation thresholds and security protocols apply to the new dataset.

Amazon made Marketing Cloud directly accessible to sponsored ads advertisers on September 16, 2025, eliminating traditional partner coordination requirements. The enhanced interface featured pre-built templates and AI-powered assistance, removing SQL coding knowledge barriers for analytics capabilities.

Access requirements specify that any advertiser with Amazon Marketing Cloud access in supported marketplaces can utilize Prime Video signals. This encompasses managed service advertisers, self-service advertisers, and agency partners operating within the designated regions.

The viewership data enables several analytical workflows. Advertisers can examine content preferences among their customer base, identifying genre affinities and viewing behavior patterns. The system supports audience segmentation based on streaming consumption, allowing campaign strategies that reflect entertainment preferences alongside shopping behaviors.

According to the announcement, non-endemic advertisers—brands that don't sell products through Amazon's marketplace—gain particular value from the integration. These advertisers can analyze overlap between their customer segments and Prime Video viewers, providing insights into potential audience reach across streaming inventory.

The measurement capabilities extend beyond simple viewership counts. Advertisers can investigate relationships between streaming consumption and purchase patterns, examining whether specific content genres correlate with shopping behaviors. This cross-signal analysis operates within AMC's privacy-safe clean room environment.

Amazon launches AI agent for automated campaign management on November 11, 2025, the same date as the Prime Video signals announcement. The artificial intelligence system automates campaign management tasks across Amazon Marketing Cloud and Amazon DSP, including natural language query generation for analytics.

The streaming advertising market has experienced substantial growth throughout 2025. Prime Video maintains an average monthly ad-supported reach of more than 17 million customers in Germany, according to Amazon's first German upfront event held on June 4, 2025.

Amazon's advertising technology infrastructure has expanded significantly during 2025. AWS RTB Fabric launched on October 23, 2025, providing specialized infrastructure for real-time bidding systems. The service offers single-digit millisecond latency and operates across six AWS regions covering major programmatic advertising markets.

The Prime Video signals integration builds upon Amazon Marketing Cloud's existing measurement portfolio. Amazon announced Live signals integration into Marketing Cloud on June 16, 2025, introducing comprehensive measurement capabilities for live shopping campaigns through impressions, views, and clicks data.

Measurement capabilities across streaming platforms have become increasingly sophisticated. Aquila partnered with Samba TV on October 22, 2025, integrating streaming viewership data with digital exposure information from Google, Meta, Amazon, and TikTok to address streaming television's measurement gap.

Connected TV advertising spending is projected to reach $33.35 billion in 2025, driven by streaming platforms competing on pricing and enhanced targeting capabilities. Amazon's entry into ad-supported streaming in January 2024 contributed to significant cost per thousand rate decreases across major platforms, with Netflix and Disney+ experiencing substantial CPM reductions.

The retail media sector projects growth exceeding $300 billion by 2030, representing approximately 20 percent of total global advertising revenue according to research firm Omdia. Macy's integrated Amazon's retail advertising technology for sponsored products in September 2025, validating Amazon Retail Ad Service technology and extending advertising reach beyond Amazon's marketplace properties.

Amazon Marketing Cloud functions as a secure, privacy-safe, cloud-based clean room solution built on Amazon Web Services infrastructure. The platform launched in beta on January 5, 2021, for eligible agencies, advertisers, and tool providers in North America, Europe, Japan, and Australia.

The Prime Video signals represent the latest expansion of AMC's analytics capabilities. The platform unveiled code-free High Value Audiences solution in June 2024, enabling advertisers to identify and target valuable customer segments without coding expertise through interactive graphs and tables.

Amazon Marketing Cloud launched Optimal Frequency on October 15, 2024, providing data visualizations and automated recommendations for ideal ad frequency across Amazon advertising products. The solution enables advertisers to create custom audiences and manage frequency caps directly within the platform.

Streaming measurement has become increasingly critical as viewing patterns shift away from traditional television. Nielsen's July 2025 report indicates streaming officially eclipsed the combined share of broadcast and cable television for the first time, representing 44.8 percent of television viewership compared to 44.2 percent for broadcast and cable combined.

The announcement documentation emphasizes that Prime Video signals enable advertisers to develop better campaign strategies by understanding entertainment preferences and their intersection with other customer behaviors. The system allows measurement of relationships between viewing behavior and purchase patterns while creating more relevant audience segments.

Technical specifications indicate that all current AMC privacy controls apply to Prime Video viewership data access. The system maintains aggregation thresholds that prevent identification of individual viewers while enabling statistically significant analysis across customer segments.

Amazon's advertising revenue reached $15.7 billion in the second quarter of 2025, representing 22 percent year-over-year growth. Prime Video's advertising opportunities include traditional video ads, live sports programming, and premium content including upcoming James Bond films and NBA coverage with prominent broadcasting personalities.

The integration positions Amazon Marketing Cloud as a comprehensive measurement solution spanning e-commerce, streaming video, live content, and advertising performance across multiple channels. Advertisers operating within supported markets gain immediate access to Prime Video signals through existing AMC interfaces without requiring additional technical implementation.

Timeline

• January 5, 2021: Amazon launches Amazon Marketing Cloud beta for eligible agencies, advertisers, and tool providers
• June 7, 2024: Amazon Marketing Cloud unveils code-free high-value audience builder in beta
• October 15, 2024: Amazon Marketing Cloud launches Optimal Frequency with data-driven insights and automated recommendations
• June 16, 2025: Amazon announces Live signals integration in Marketing Cloud for enhanced measurement
• September 16, 2025: Amazon makes Marketing Cloud directly accessible to sponsored ads advertisers
• October 23, 2025: AWS announces RTB Fabric with specialized infrastructure for programmatic advertising technology
• November 11, 2025: Amazon Marketing Cloud launches Prime Video viewership signals in open beta
• November 11, 2025: Amazon launches Ads Agent for automated campaign management
• Q1 2026: Prime Video signals expansion to United Kingdom, Germany, Spain, Italy, and France

Summary

Who: Amazon Ads announced the Prime Video signals integration for advertisers with Amazon Marketing Cloud access, including managed service advertisers, self-service advertisers, and agencies operating in supported markets.

What: Amazon Marketing Cloud now includes Prime Video viewership signals providing content title, content type, and show-level information from Prime Video's catalog. The signals enable advertisers to analyze content engagement patterns, combine streaming data with other AMC signals and proprietary datasets, and develop comprehensive audience insights while maintaining user privacy through pseudonymized data processing.

When: The feature launched on November 11, 2025, at Amazon's annual unBoxed conference. Open beta became available immediately in the United States, Canada, Japan, and Australia. Expansion to the United Kingdom, Germany, Spain, Italy, and France is scheduled for the first quarter of 2026.

Where: The Prime Video signals are accessible through Amazon Marketing Cloud in seven markets. Initial launch covers the United States, Canada, Japan, and Australia. Subsequent expansion includes the United Kingdom, Germany, Spain, Italy, and France. Access occurs through existing AMC API endpoints and the Marketing Cloud Query Editor interface.

Why: The integration enables advertisers to understand entertainment preferences and their intersection with customer behaviors. Advertisers can develop better campaign strategies, measure relationships between viewing behavior and purchase patterns, and create relevant audience segments. Non-endemic advertisers gain insights into potential audience reach on Prime Video without selling products through Amazon's marketplace. The capability addresses advertiser demand for comprehensive measurement across streaming consumption and shopping behaviors.