UPDATE: Amazon has just unveiled its groundbreaking advertising strategy during the 2025 Upfronts event in Sydney, signaling a major shift in how brands will engage with consumers. The event, held yesterday afternoon, showcased Amazon’s commitment to becoming a pivotal player in the entertainment advertising landscape.
In a confident presentation that lasted just under an hour, Amazon focused on the concept of full-funnel advertising. Attendees, including industry leaders, expressed enthusiasm over the company’s ambitious plans to integrate content and commerce in ways that are both innovative and measurable.
Steven Flood, Group Trading Director at UM, emphasized the significance of the event: “Amazon’s Upfronts signaled the company’s firm establishment among top-tier TV broadcasters through its high-calibre production.” He highlighted Amazon Prime’s role in repositioning the company as a major player in entertainment, stepping away from its previous tech-driven image.
The presentation spotlighted upcoming content, including 67 NBA games and the ICC cricket series, alongside popular titles such as Jack Ryan and The Boys. Notably missing were brands like Twitch, raising questions about future strategies.
Attendees were particularly excited about the launch of Amazon’s new initiative, Complete TV, designed to serve as a central dashboard for brands’ streaming ecosystems. Shahbaz Khatri, Mindshare’s Implementation & Activation Group Director, stated, “This is a big, ambitious plan that will get a lot of marketers to sit up and pay attention.” The initiative aims to redefine how brands approach advertising across various platforms.
Additionally, Amazon introduced new interactive ad formats, including shoppable pause ads and carousels, which turn viewers’ living room screens into direct sales points. These innovations, powered by AI solutions like Brand Plus and Performance Plus, promise to streamline the customer journey from discovery to purchase.
Karen Shin, Media & Investment Partner at Avenue C, emphasized the significance of Amazon’s progress: “Prime Video ads now reach 5 million ad-supported viewers monthly, providing unmatched visibility across the customer journey.” The integration of pause ads and first-impression takeovers within Amazon’s ecosystem is set to create seamless pathways for advertisers.
With Amazon’s partnerships, including a notable collaboration with Netflix, the company is positioning itself as a cross-platform leader without compromising on targeting precision. The content lineup, featuring local hits and global franchises, reinforces Amazon’s strategy to merge entertainment with effective advertising.
The 2025 Upfronts were not just about flashy promises; they marked a clear shift in Amazon’s vision of advertising as integrated and inseparable from content itself. As the event concluded, industry insiders left buzzing about what these developments mean for the future of marketing.
As brands begin to rethink their strategies in light of this new roadmap, all eyes will be on Amazon to see if they can deliver on their ambitious promises by the deadline of 2026. Stay tuned for further updates on this evolving story.
