Amazon Ads will launch interactive video ads by the end of 2025 to connect brands and consumers.

Amazon Ads is preparing to launch Interactive Video Ads by the end of 2025, a concept of interactive video advertising that seeks to connect brands with consumers through full-funnel campaigns (from product awareness to purchase).

During the first Upfront in Mexico City , where they announced advertising solutions for their entertainment portfolio, Carlos Fanjul, general manager of Amazon Ads Mexico, explained that ads will now generate direct actions for consumers.

When a brand appears on screen, users can interact with it and, with a voice command, a QR code, or the remote control, access the product and add it directly to their Amazon shopping cart.

"These announcements respond to our customers' need to understand how we can unite the world of premium entertainment with commerce and facilitate the user experience to discover new products," said Carlos Fanjul in an interview.

He explained that in the United States, where Amazon's interactive ads have been active for a year, they generate 10 times more product page views and 10 times more conversions compared to non-interactive formats.

"It's very effective... We've seen in the United States—and it's been tried and tested—that when users see the ad, the conversion or sale is 10 times higher," he added.

With Interactive Video Ads, the idea is to create a bridge for users to learn about a brand or product and purchase it more quickly, shortening the path between premium streaming content and the shopping experience, he said.

The general manager of Amazon Ads Mexico stated that clients or advertisers are increasingly sophisticated and seeking innovation. In a more uncertain environment, businesses in general are more short-term and want more information about audiences and how campaigns are performing in order to make decisions and correct them if necessary.

On the audience side, he added that the challenge is capturing their attention because in Mexico, media fragmentation and audience atomization are highly prevalent, with multiple entertainment options and ways to consume them.

Added to this is a "multi-device and highly distracting context" because users can be connected from their computer and, at the same time, answer phone notifications.

This makes it increasingly difficult for a brand to reach an audience with a message that is truly perceived, understood, and valued.

"A year ago, we saw that attention levels were getting lower, in general, when people watch all types of videos. So, our focus has been on how to combat this problem advertisers see so that audiences are reached with a minimum acceptable attention span," explained Carlos Fanjul.

He added: "We're now moving from an advertising model that has traditionally been more based on interrupting the experience to one where advertising is integrated into content in a much more organic and natural way."

Impact of organic advertising

During the Amazon Ads news presentation, other ways advertisers are engaging with audiences through premium entertainment were showcased.

As an example, they presented the case of L'Oréal Paris , which organically integrated one of its products into Prime Video content, with 'Lies, The Series,' making it look more like content than advertising.

This campaign achieved a 19% increase in user purchase intent. Additionally, product recognition and positive brand perception increased by 24%, and spontaneous brand awareness tripled.

Premium content includes Prime Video originals, live sports, interactive streaming experiences, and shoppable content.

Prime Video reaches more than 14 million users in Mexico monthly through its ads, representing a growth of more than 27% compared to the 11 million registered just over a year ago.

While half of Prime Video's audience is between 18 and 35 years old , users in Mexico consume around 23 hours of Prime Video content per month.

"These are audiences that are discovering new brands, entering new categories, and forming their purchasing patterns—in some cases offline and in others, their first e-commerce shopping carts—and it's absolutely critical for brands to be present there," commented Carlos Fanjul.

"So, constantly listening to our customers allows us to understand where we need to innovate, and what we're launching on Amazon Ads is an example of that," he added.

To avoid ad overload in streaming content, the executive explained that the company displays relevant and personalized ads based on users' interests and limits the frequency with which commercials are shown.

During the Upfront, Amazon Ads also introduced new third-party measurement tools and partnerships with Dynata's brand lift research, Lumen's attention analytics, and Latitude's creative sentiment assessments.

These tools, along with Amazon Ads' own tools, help brands better understand how their campaigns perform, from brand awareness to purchase.

Additionally, they announced the use of their own data, through Amazon Marketing Cloud, to improve campaign performance and the integration of Disney+ advertising spaces into Amazon DSP in Mexico.