Amazon is rolling out new ad formats on Prime Video, including contextually relevant pause ads and shoppable inventory. The tech giant announced the new formats ahead of its upfront presentation to advertisers in New York.

In a star-studded pitch to advertisers on Monday, Amazon announced a slew of new projects along with an ad format powered by artificial intelligence. Amazon leaned into the advertising funnel in a big way during its 2025 Upfront event at the Beacon Theater in New York City on Monday night.

Amazon's Prime Video on Monday said its ad-supported streaming service reaches more than 130 million U.S. customers, up from 115 million in 2024.