Amazon Streaming TV Ads Now Self-Service for All Sellers

What's Happening

Amazon has opened Streaming TV ads to all sellers through a self-service platform in the Amazon Ads console. Previously restricted to managed-service advertisers with $50,000+ budgets, any Brand Registry seller can now run TV commercials on Prime Video, Freevee, Twitch, and Fire TV channels with no minimum spend required. Updates in this category land directly in the metrics our cockpits surface every day, so we track them closely. Updates in this category land directly in the metrics our cockpits surface every day, so we track them closely.

This democratization of TV advertising gives Amazon sellers access to 175+ million monthly viewers for brand building at CPMs ranging from $8-15, significantly lower than traditional TV advertising rates.

Key Features of Self-Service Streaming TV

Available Platforms and Reach

Note: Viewer numbers overlap across platforms. Unique reach is estimated at 175M+ monthly active viewers across Amazon's streaming properties.

Targeting Options

Creative Requirements

What You Should Do Now

1. 1.
   Create Video Creative: Develop a 15-second brand video. Focus on product benefits and emotional connection. You can repurpose existing social video with minor adjustments for TV specs.
2. 2.
   Set a Test Budget: Start with $500-1,000 to test audience response. At $10 CPM, this delivers 50,000-100,000 impressions for initial learnings.
3. 3.
   Define Your Audience: Use in-market audiences for your category. Layer lifestyle and purchase behavior targeting for precision without over-restricting reach.
4. 4.
   Track Brand Metrics: Set up branded keyword tracking in Sponsored Products to measure branded search lift post-campaign. Monitor brand term performance in your advertising reports.