Amazon Ads has opened two new advertising formats on Prime Video in India: Interactive Video Ads and Pause Ads. The formats let viewers respond to an ad through their TV remote instead of simply watching it, giving brands a direct line from a streaming impression to an action such as a purchase, lead or sign-up.
What the new formats do
Interactive Video Ads present viewers with a set of calls to action while the ad plays. The options, as shared by Amazon Ads, include:
- Add to Cart
- Find out more
- Want more info?
- Get a quote
- Book an appointment
- Sign up today
These choices let advertisers route audiences either into an Amazon shopping action or toward an off-Amazon journey, such as a lead form or appointment booking. Pause Ads carry the same interactive idea into the pause screen; the overlay stays live for as long as the viewer has the content paused, creating an ad moment outside the usual break.
The performance signal behind the launch
Amazon Ads says that in markets where interactive campaigns have already run, the format has outperformed non-interactive campaigns. Interactive campaigns recorded over 50% higher total purchases, more than 35% higher new-to-brand purchases and nearly 40% higher sales value. That is a notable shift for streaming, which many brands still treat as an upper-funnel awareness channel.
“With the introduction of Interactive Ads in India, we are giving brands a new way to turn moments of attention into meaningful action,” said Gulshan Verma, Director, Amazon Ads India.
Advertisers also get performance metrics such as open clicks and add-to-cart rates, alongside traditional measures like reach and brand uplift. For marketers, a Prime Video campaign can now be read through a business-outcome lens rather than only a media-delivery lens.
Why the festive season matters
Amazon Ads is making both formats available to Indian advertisers at no additional cost for a limited time, a deliberate nudge to test during festive shopping. The launch follows the integration of Amazon MX Player into Prime Video, which combined premium and free streaming inventory. Advertisers now reach audiences across Prime Video originals, Amazon MX Player series, unscripted reality shows, micro-dramas and dubbed international content.
What marketers should do
Because the formats are temporarily free, the sensible move is to run a small, clearly measured test now. Choose one call to action that matches the customer stage—Add to Cart for ready-to-buy audiences, Get a quote or Book an appointment for considered purchases—and monitor open-click and add-to-cart rates against the same campaign’s reach and uplift data.
The underlying question is whether streaming can become a performance channel. If the early purchase-lift numbers hold in India, Prime Video could shift from awareness-only budgets into lower-funnel and commerce budgets.
Source: MediaNews4U
