Amazon opens zip-code TV ad targeting in Canada, Mexico and Brazil

What Amazon shipped on July 21

Amazon Ads confirmed on July 21, 2026 that interactive video ads (IVA) with zip-code, postal-code and state-level targeting are now available to eligible advertisers in Canada, Mexico and Brazil, nine months after the US launch of the same format in October 2025 (PPC Land, July 22, 2026).

One Streaming TV creative can now serve thousands of location-specific variants. Store URL, in-store offer, dealer address and clickthrough destination each swap out based on where the viewer sits, without spinning up parallel campaigns or extra creatives. The requirement: 1PAS video creatives, and no opt-in to demographic-signal limitations.

Why this matters outside the US

The US launch (October 31, 2025) already normalized location-varied Prime Video ads for brands with a store network. Extending to Canada, Mexico and Brazil closes an obvious gap for CPG, auto, quick-service restaurant and telecom advertisers running cross-border Amazon DSP plans. It also lands in Brazil right as Amazon leans into the market with its own retail expansion, giving DSP a native geo-targeting story local platforms cannot match yet (PPC Land, October 31, 2025).

For pure Amazon FBA sellers without a physical footprint the update is a smaller story. IVA rewards brands with regional promos, regional pricing, dealer locators, or a DTC site with meaningful geographic variance. Private-label sellers running only the standard Prime funnel get more mileage from Sponsored Brands Video and standard OLV.

The 30-day test plan

1. Pick one campaign with a real regional split. Different retail price in Quebec vs Ontario, a Mexico City promo that does not run in Guadalajara, a Brazil back-to-school offer confined to the Southeast. If nothing varies by region, IVA has nothing to optimize.
2. Duplicate the winning creative once, layer IVA metadata for two or three geo cells, and run the IVA cell against a comparable non-IVA cell. Same budget, same flight, same audience floor.
3. Judge on incremental margin per thousand impressions, not on video CTR. CTR is a poor read for streaming ad quality. Amazon Attribution and matched-market sales lift are the right dials.
4. Watch Amazon net contribution in Nova Live P&L at the ASIN and marketplace level. A DSP test that raises reach in Mexico but cannibalizes US paid demand should be caught by contribution margin, not by clicks.

How Nova helps

• Live P&L - break out DSP-attributed sales by marketplace and see whether IVA spend in Canada or Mexico shows up as net contribution or just as extra ad line items.
• PPC analytics - benchmark the IVA cell against Sponsored Brands Video and standard OLV on the same ASIN, so the read on incrementality is not muddled by mix.