Why Brands Can’t Afford to Ignore Amazon Connected TV
As streaming continues to dominate the way we consume content, Amazon Connected TV (CTV) has emerged as one of the most powerful advertising platforms for brands looking to reach highly targeted, high-intent audiences at scale.
Whether or not your brand sells on Amazon, this platform provides unique opportunities to blend the reach of traditional TV with the precision of digital marketing.
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What Is Amazon Connected TV?
Amazon CTV refers to video ads delivered via streaming on internet-connected televisions, including:
- Fire TV devices
- Prime Video
- Freevee (Amazon’s free, ad-supported streaming service)
- Third-party streaming apps and channels
These ads are typically purchased through Amazon DSP, allowing brands to leverage Amazon’s rich first-party data for advanced targeting.
Who’s Watching? Amazon CTV’s Main Audience
Amazon CTV offers access to a wide range of valuable audiences:
- Cord-cutters & streaming-first households: Replacing traditional cable with on-demand, ad-supported streaming content.
- Prime members and Amazon shoppers: Over 200M global members whose purchasing behavior fuels Amazon’s unmatched targeting capabilities.
- Digitally native Millennials & Gen Z: Streaming-savvy, mobile-first consumers who favor relevance and personalization.High-intent in-market shoppers: Viewers who have browsed, searched, or added products to cart recently.
This makes Amazon CTV an ideal platform for targeting consumers when they're most likely to act.
Why Brands Should Advertise on Amazon CTV
1. Unmatched Targeting Power
Thanks to Amazon’s ecosystem, you can target based on:
- Purchase history
- Browsing behavior
- Lifestyle and interest segments Prime membership or Fire TV usage
2. Premium Inventory
Ads run on high-quality content across Prime Video, Freevee, and top streaming channels—ensuring brand-safe and premium environments.
3. Full-Funnel Measurability
Track:
- Impressions and video completion rates
- Brand lift
- Search and purchase behavior after ad exposure (even offline)
4. Scalable Awareness + Retargeting
Reach millions, then retarget engaged viewers across mobile, desktop, and display to drive action.
5. Not Just for Amazon Sellers
Even if you don’t sell on Amazon, you can direct viewers to your website and still benefit from audience insights and brand exposure.
What Brands Are a Fit for Amazon CTV?
Amazon CTV is effective across many industries, especially for brands that need awareness at scale and targeting depth:
- CPG (food, beverage, cleaning, beauty)
- DTC & Retail Brands (whether on or off Amazon)
- Tech & Smart Home
- Health & Wellness
- Finance & Services
- Automotive, Travel, and Luxury
Whether you’re launching a new product, trying to build brand equity, or retargeting Prime shoppers, Amazon CTV delivers.
Best Practices for Amazon CTV Advertising
- Front-load your message: Deliver your value prop in the first 5 seconds.
- Use subtitles: Many viewers watch on mute.
- Retarget across devices: Combine CTV with mobile and desktop touchpoints. Test creative formats: 15s and 30s spots work best; test full-screen visuals and strong branding early.
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Missing Out if You’re Not Advertising?
Quite possibly. If your audience is watching streaming TV (and they likely are), then not showing up on CTV means missing out on a premium, growing channel that combines storytelling power with precision.
Amazon Connected TV sits at the intersection of reach, relevance, and results.
With the ability to tap into rich consumer data and premium content inventory, brands have a chance to deliver memorable, measurable campaigns at scale.
Even if your brand isn't on Amazon, Amazon’s Connected TV platform should be part of your media consideration set—because your audience already is.
