Amazon says that Prime Video’s ad-supported tier has now reached over 130 million viewers in the U.S., a significant jump from the 115 million it reported last year. The announcement comes as the company prepares to present its 2025 upfront to advertisers, where it’s expected to showcase new AI-driven advertising tools designed to make its ads more personalized and effective.
The 130 million figure doesn’t represent the total number of Prime Video subscribers. Amazon hasn’t updated that number since 2021, when it reported over 200 million Prime subscribers worldwide. Still, the new number gives advertisers a strong sense of the scale and impact Amazon now holds in the U.S. streaming space.
Amazon also emphasized the direct connection between its streaming service and its e-commerce platform, noting that 88% of Prime Video viewers have also shopped on Amazon. That statistic is likely aimed at showing advertisers how watching and shopping can work hand-in-hand on its platform.
Amazon officially entered the streaming ad market last year when it began showing ads to all Prime Video users in the U.S., unless they chose to pay extra for an ad-free experience. That bold move gave Amazon an instant edge with massive ad inventory, but it also rattled competitors. Other streaming platforms suddenly found themselves up against a new heavyweight with deep pockets and a massive audience.
Since then, Amazon has expanded its ad-supported streaming to other countries and is now getting ready to take things further with new artificial intelligence-powered advertising features.
These new tools aim to make ads feel less like interruptions and more like part of the content itself. For example, the company is rolling out AI-generated contextual messaging that automatically creates ad copy based on what a user is watching. The goal is to make the ad feel like a natural extension of the show or movie.
Other upcoming features include:
- Shoppable ads that show real-time pricing, product reviews, and Prime delivery options directly in the content stream—so viewers can buy instantly without leaving the show.
- Interactive ad formats that go beyond shopping, letting users take actions like “subscribe now” or “book an appointment,” with those actions sent directly to their phones.
Alan Moss, VP of Global Ad Sales, Amazon Ads, said, “Our ad formats are proven to drive measurable action on and off Amazon.” He added, “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching – creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”
Amazon’s push into advanced advertising comes at a time when streaming competition is heating up, and media companies are looking for ways to grow revenue beyond subscriptions. By tying its streaming service closely with its retail ecosystem, Amazon is positioning Prime Video as not just an entertainment platform, but also a powerful tool for commerce.
About Amazon Prime Video
Amazon Prime Video is the streaming arm of Amazon, offering a wide range of original series, films, and licensed content. As part of the Amazon Prime membership, it now includes an ad-supported tier by default, with the option to pay extra for an ad-free experience. With over 130 million ad-tier users in the U.S. and deep ties to the e-commerce platform, Prime Video is positioning itself at the intersection of entertainment and retail.