Amazon brings AI and ‘trillions of signals’ to upfronts, pitching full-funnel at scale

Amazon used its Sydney upfront to frame a shift in Australia’s media landscape, arguing that as viewers become more selective with entertainment, advertisers need smarter ways to connect with them. Its pitch: an ad stack powered by “trillions of signals,” advanced AI and premium content that spans Prime Video, Twitch and a growing roster of streaming partners.

General manager Willie Pang told advertisers the company’s model isn’t just about reach, but about connecting with customers “during high-value moments” across their shopping and viewing journeys. That’s where Amazon sees its scale as different - merging entertainment, browsing and e-commerce data to deliver campaigns at every stage of the funnel.

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The Amazon DSP was positioned as the centrepiece, now with direct access to Netflix inventory in Australia from Q4 2025. That means buyers can plan and manage across Prime Video, Twitch, Netflix, Paramount Plus and other partners within a single platform.

From 2026, Complete TV will add another layer - AI-driven recommendations to balance spend, cut waste and unify streaming and linear budgets. Pang described it as “a significant expansion of capabilities” in a fragmented TV market.

On the content side, Prime Video showcased its upcoming slate: the return of Deadloch, a fresh season of Fallout, plus exclusive rights to major sports including the NBA and ICC Women’s Cricket World Cup. It also flagged an AFL documentary series, underscoring Amazon’s push into premium live sport as a differentiator against rival streamers.

Looking to 2026, Amazon will roll out new interactive formats on Prime Video: shoppable video ads, pause-screen overlays and voice-enabled call-to-action spots. These formats are designed to blur entertainment and commerce, letting viewers add products to cart or request info without leaving their show. Early Kantar research cited a 30% brand awareness uplift and a 36% lift in orders when interactive formats were tested in the US.

Unilever highlighted how its OMO Wonder Wash campaign with Usain Bolt leveraged Prime Video ads, DSP and Prime Day placements to deliver a 95% incremental reach and an 11% lift in branded search. DoorDash used Twitch, IMDB and Prime Video sponsorships to reach 1.9 million Australians with near-perfect completion rates.

Amazon also teased expanded IP-driven sponsorship opportunities via MGM Studios productions in 2026, positioning itself as a partner that can integrate brands into entertainment cycles from launch through post-premiere.

The message from Amazon’s upfront was clear: it wants a seat at the top table of Australian media investment. Backed by a mix of audience data, AI optimisation, sports and entertainment IP, and interactive ad tech, it is pitching itself not just as a streaming platform, but as a full-funnel alternative to traditional TV and digital giants.

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