What launched on July 21, 2026?

Amazon Ads confirmed that location-based interactive video ads (IVA) on Prime Video are now available to eligible advertisers in Canada, Mexico and Brazil. The format lets a single Streaming TV creative vary store locations, local offers and clickthrough URLs by state, province or postal code. It requires 1PAS video creatives and is not available to advertisers who opted into demographic-signal limitations.

Does this help pure Amazon FBA sellers?

Only marginally. IVA is a DSP-side product designed for brands that want to route viewers to physical stores, dealer locators or regional landing pages. FBA-only sellers with no local footprint gain little that Sponsored Brands Video or standard OLV does not already give them. Omni brands, private-label sellers running DTC alongside FBA, and any brand with regional pricing or promo differences in North America and Brazil are the intended audience.

What is the 30-day test plan?

Pick one campaign with a real regional price or promo split. Duplicate the creative once, add IVA metadata, and run it in Canada or Brazil against a comparable non-IVA cell. Track CPM, reach, on-site sessions from the region, and Amazon Attribution or matched-market sales. Kill or scale based on incremental margin per thousand impressions rather than raw CTR, which is a poor read on video ad quality.

Advertising

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

Amazon Ads confirmed on July 21, 2026 that location-based interactive video ads on Prime Video are available to eligible advertisers in Canada, Mexico and Brazil, nine months after the October 2025 US launch. A single Streaming TV creative can now vary store locations, offers and clickthroughs by state, province or postal code. Restricted to 1PAS video creatives and advertisers who did not opt into demographic-signal limits. The winners are omni brands and DTC-plus-Amazon sellers with real regional pricing or promo variance. Pure Amazon FBA sellers gain little that Sponsored Brands Video does not already deliver.

MatthieuCTO at Nova Analytics

Jul 22, 2026 · 4 min read · 718 words

Updated July 22, 2026

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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

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.
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.
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.
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.

Frequently Asked Questions

Common questions about this topic

Amazon Ads confirmed that location-based interactive video ads (IVA) on Prime Video are now available to eligible advertisers in Canada, Mexico and Brazil. The format lets a single Streaming TV creative vary store locations, local offers and clickthrough URLs by state, province or postal code. It requires 1PAS video creatives and is not available to advertisers who opted into demographic-signal limitations.
Only marginally. IVA is a DSP-side product designed for brands that want to route viewers to physical stores, dealer locators or regional landing pages. FBA-only sellers with no local footprint gain little that Sponsored Brands Video or standard OLV does not already give them. Omni brands, private-label sellers running DTC alongside FBA, and any brand with regional pricing or promo differences in North America and Brazil are the intended audience.
Pick one campaign with a real regional price or promo split. Duplicate the creative once, add IVA metadata, and run it in Canada or Brazil against a comparable non-IVA cell. Track CPM, reach, on-site sessions from the region, and Amazon Attribution or matched-market sales. Kill or scale based on incremental margin per thousand impressions rather than raw CTR, which is a poor read on video ad quality.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Matthieu

CTO at Nova Analytics

Matthieu oversees product development at Nova Analytics, creating innovative tools that help Amazon sellers make smarter, data-driven decisions to grow their business.

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