Amazon Ads launched Dynamic TV Creative on May 11, 2026, its first capability to automatically personalize Interactive Video Ads (IVA) on Prime Video series and films based on viewer shopping behavior. The announcement marks a significant step in the platform's effort to move beyond static, one-size-fits-all television advertising and apply the kind of real-time signal processing that has long been standard in display and search to the living room screen.

The product is live now for select U.S. advertisers that sell on Amazon and are running campaigns on Prime Video across categories including CPG, fashion, and electronics. According to Amazon Ads, it will expand to more customers in Q3 2026, when broader inventory access - including live sports and Prime Video Channels - is also expected to come online.

What Dynamic TV Creative does

At the core of the product is a straightforward premise: an advertiser uploads one base creative asset, and Amazon's systems handle the rest. Rather than requiring a brand to produce separate versions of an ad for different audience segments, Dynamic TV Creative generates variations at the time of impression. According to Amazon Ads, the capability draws from "Amazon's trillions of shopping, browsing, and streaming signals" to customize ad elements dynamically, adjusting what each viewer sees based on where they sit in the purchase journey, from initial awareness through to conversion.

Four specific elements can be modified automatically. Product imagery changes based on viewer familiarity with the product - someone who has already browsed a product category will see a different creative format than someone encountering a brand for the first time. The call-to-action is selected from options including "Add to Cart," "Send to Phone," "Save to Cart," or "Visit Brand Store," again matched to the viewer's likely stage of purchase consideration. Headline copy shifts between messaging suited to awareness versus consideration. And product details can surface different information depending on context - ratings, Prime benefits, or pricing - based on what is most likely to be relevant to that viewer at that moment.

The system relies on Amazon Ads' authenticated graph technology, which according to the announcement deterministically reaches 90% of U.S. households. That reach figure is significant. It means the personalization layer is not operating on probabilistic or modeled audience data, but on authenticated signals tied to actual Amazon accounts. The inputs include shopping and browsing history, Prime Video engagement, product availability, and contextual factors such as geography.

Why this matters for performance benchmarks

Amazon's interactive video formats have accumulated a substantial body of internal performance data. According to an Amazon Internal IVA Incrementality Study from 2025, covering the full year of 2025 and a sample of 14,518 IVA campaigns across 9,960 IVA advertisers, IVA formats drive 6x higher brand search, 4x more detail page views, 4x more add-to-cart actions, and 5x higher purchase rates compared to standard streaming TV campaigns without interactive features. The study compared results against streaming TV campaigns that lacked interactive functionality.

Dynamic TV Creative layers DCO logic on top of these already-elevated interactive baselines. The underlying question for marketers is whether applying purchase-journey targeting at the creative level - rather than just at the audience targeting level - produces incremental lift on top of those figures. Amazon has not yet published data specific to Dynamic TV Creative's performance, but the DCO methodology has precedent elsewhere in its advertising stack. According to Amazon's internal data from August 2025, advertisers using dynamic creative optimization across its DSP saw an 8.4% lift in paid units, a 7.9% lift in conversions, a 7.2% lift in return on ad spend, and a 6.5% lift in click-through rate compared to advertisers without DCO enabled.

The advertiser perspective

Two named executives spoke to the capability in Amazon's announcement materials. Fabrice Rousseau, Director of CreativeX at Amazon Ads, framed the product in terms of operational efficiency as much as relevance. "Dynamic TV Creative applies Amazon's first-party signals at the creative level, so each viewer sees the version of an ad most relevant to them without requiring advertisers to produce multiple assets for a single campaign," Rousseau said. "This moves away from a one-size-fits-all approach, creating a more relevant experience for audiences while streamlining campaign management and execution for brands and helping their marketing dollars work harder."

Megan Daly, Manager and Video Lead at The Hershey Company, described the capability from the brand side. "At Hershey, we're always looking for ways to meet consumers where they are - whether they're discovering a new snack or ready to add a favorite to their cart," Daly said. "Dynamic TV Creative allows us to deliver the right message at the right moment, turning a single creative asset into a more personalized experience that moves shoppers through the funnel more efficiently while connecting upper-funnel media to real purchase outcomes."

The Hershey Company's participation places a major CPG brand among the early adopters. CPG is one of the three specified categories for the current launch phase, alongside fashion and electronics. These verticals share a common characteristic: high purchase frequency, broad demographic reach, and product portfolios where awareness-to-conversion journeys vary considerably by consumer type. They are also categories where the gap between a viewer seeing an ad and taking a measurable action is short enough that real-time signal processing can plausibly close a transaction within a single session.

DCO on television: a longer arc

The application of dynamic creative optimization to streaming TV represents the extension of a methodology that has existed in display advertising for well over a decade. DCO technology, as defined in Amazon Ads' own published materials, "rapidly builds multiple iterations of an ad using the same base creative, while tailoring parts of the ad based on audiences, context, and past performance." The concept is not new; what has changed is the inventory context.

Television - including streaming TV - presents a different technical and behavioral environment from display. Ad breaks are longer and less frequent than display impressions. Viewer intent during a streaming session is primarily passive entertainment consumption rather than active browsing. The ad formats that work in a living room are constrained by what a television remote can do and what a viewer is willing to engage with during a show. These constraints explain why DCO has historically been a display-first discipline.

The growth of interactive video formats has created the bridge. Amazon first introduced interactive and shoppable ad formats for Prime Video - including pause ads, brand trivia ads, and remote-activated shopping - in May 2024. Those formats established the technical substrate on which Dynamic TV Creative now runs: specifically, the IVA format, which allows viewers to take actions via their remote without leaving the content they are watching. In October 2025, Amazon extended the IVA infrastructure further with location-based interactive ads for Prime Video, enabling national advertisers to generate thousands of zip-code-level variants from a single campaign. Dynamic TV Creative applies a similar single-asset logic, but the differentiation axis is the purchase journey rather than geography.

The authenticated graph and scale

The 90% U.S. household reach figure cited by Amazon points to a structural advantage that underpins the whole product. Most streaming TV advertising relies on probabilistic household matching or third-party panel-based measurement. Amazon's position is different. Because Prime membership and Amazon account login are tightly coupled with Prime Video access, the platform can match a household's viewing session to a deterministic identity tied to actual purchase history. That linkage between entertainment consumption and commerce data is what enables the purchase-journey segmentation that Dynamic TV Creative depends on.

Prime Video's global ad-supported audience stood at 315 million viewers as of Q4 2025, up from approximately 200 million disclosed in April 2024. Amazon's advertising services generated $21.3 billion in Q4 2025 alone, representing 23% year-over-year growth, and $68.6 billion for the full year 2025. The advertising business is large enough that even incremental improvements in creative relevance across the Prime Video inventory produce material revenue effects at scale.

Creative production implications

For agencies and in-house creative teams, Dynamic TV Creative changes the production brief rather than eliminating it. The advertiser still supplies the base creative asset. What changes is the expectation around what that asset needs to accommodate. According to Amazon Ads, "personalization is generated automatically, drawing from Amazon's rich signals including shopping and browsing history, Prime Video engagement, product availability, and contextual factors like geography." The system needs the base creative to be architecturally flexible enough for Amazon's automation to modify the relevant elements - imagery, CTA, headline, product details - without breaking the overall composition.

This is a design consideration that creative teams building for Dynamic TV Creative will need to factor into production from the outset. The DCO literature has long emphasized the importance of building flexible templates. Amazon's own DCO guidance notes that when building a creative template, advertisers should "consider what elements of the ad need to vary, and take the extra effort during creative production to build a flexible template in order to avoid costly production adjustments mid-flight." The same principle now applies to streaming TV creative, where the stakes of post-launch adjustments are higher given the length and cost of television-format production.

Expansion timeline and format context

The Q3 2026 expansion will bring two additions: a broader base of eligible advertisers and additional inventory types including live sports and Prime Video Channels. Live sports is a significant addition. Amazon's Thursday Night Football on Prime Video averaged more than 15 million viewers per week in the 2025 season, up 16% year-over-year, and the platform hosted the most-streamed NFL game in history when the Packers-Bears wild card playoff game drew more than 31.6 million viewers on January 10, 2026. Live sports inventory carries premium CPMs and reaches audiences that skew toward high-value advertiser categories including automotive, financial services, and consumer electronics - all segments where purchase-journey targeting is particularly relevant.

Prime Video Channels is the other expansion target. Amazon expanded Prime Video Channel analytics to all eligible marketing partners in November 2025, meaning channel partners already have access to audience overlap and viewership data through Amazon Marketing Cloud. Extending Dynamic TV Creative to that inventory would allow channel partners and the brands advertising around their content to apply the same purchase-journey personalization to a broader slice of Prime Video's programming library.

Relationship to broader Amazon Ads infrastructure

Dynamic TV Creative does not operate in isolation. It sits alongside a set of other AI-driven creative and campaign tools Amazon has been building out. Amazon expanded Creative Agent to support Streaming TV and Sponsored TV advertising formats in November 2025, enabling automated generation of video and display assets through a conversational interface. That tool addresses the upstream problem of asset creation; Dynamic TV Creative addresses the downstream problem of asset personalization at the time of delivery. Together they represent two stages of an automated creative pipeline for streaming TV.

Amazon also introduced AI-powered targeting for DSP campaigns in November 2025, a system that pre-populates targeting intent based on existing campaign settings and recommends audience segments. Audience-side automation and creative-side automation are converging toward a model where the advertiser defines the objective and the brand guardrails, and Amazon's systems handle the matching of the right message to the right viewer at the right moment - without requiring the advertiser to manually build that matrix.

The current launch is limited to the United States. No international timeline has been announced. Given that Prime Video advertising now operates in 16 countries, including the United Kingdom, Germany, France, and Japan, international expansion will eventually be a relevant question. But the authenticated graph's 90% U.S. household reach figure reflects an infrastructure advantage that likely took years to build, and replicating it in markets with different identity and commerce structures will take time.

Timeline

Summary

Who: Amazon Ads, with Fabrice Rousseau (Director, CreativeX, Amazon Ads) and Megan Daly (Manager, Video Lead, The Hershey Company) cited in the announcement materials. The capability is currently available to select U.S. advertisers selling on Amazon and running Prime Video campaigns in CPG, fashion, and electronics.

What: Dynamic TV Creative is Amazon Ads' first tool to automatically personalize Interactive Video Ads on Prime Video at the time of impression. Advertisers supply a single base creative asset; the system dynamically adjusts product imagery, call-to-action, headline copy, and product details based on each viewer's shopping behavior and position in the purchase journey.

When: The announcement was made on May 11, 2026. Expansion to more advertisers, live sports inventory, and Prime Video Channels is scheduled for Q3 2026.

Where: The capability is currently available in the United States only, for Prime Video series and films. The authenticated graph underlying the product deterministically reaches 90% of U.S. households.

Why: Amazon is applying dynamic creative optimization - long standard in display advertising - to the streaming TV environment, using its authenticated first-party commerce and viewing data to match creative variations to individual viewers without requiring advertisers to produce multiple assets. The move extends the interactive video ad infrastructure Amazon has been building since May 2024 and adds a personalization layer to a format already showing 5x higher purchase rates than standard streaming TV ads in Amazon's internal studies.

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