Amazon Ads Introduces Dynamic TV Creative for Prime Video
17 May 2026
A New Era for Streaming TV Advertising
Amazon Ads has introduced Dynamic TV Creative for Prime Video, marking another major step in the evolution of retail media, streaming TV and AI-powered advertising. The new capability allows brands to automatically personalise Interactive Video Ads on Prime Video based on a viewer’s shopping behaviour, browsing signals, streaming engagement and position in the purchase journey.
For advertisers, this is significant. Streaming TV has traditionally been used as an upper-funnel brand awareness channel, but Amazon is increasingly turning Prime Video into a measurable, shoppable and performance-led media environment.
From One Creative Asset to Personalised Ad Experiences
Dynamic TV Creative allows advertisers to upload a single base creative asset, which Amazon’s technology then adapts automatically at the time of impression. Instead of showing every viewer the same ad, Amazon can adjust elements such as the call-to-action, headline, product details and interactive format depending on the individual viewer.
For example, one viewer may see a message encouraging them to discover a product, while another further along the funnel may be shown a stronger conversion-led prompt, such as “Add to Cart”, “Save to Cart”, “Send to Phone” or “Visit Brand Store”.
This removes some of the complexity for brands, who would traditionally need to create multiple versions of an ad to speak to different audience segments or purchase stages.
Why Amazon’s First-Party Signals Matter
What makes this launch particularly powerful is Amazon’s ability to connect creative personalisation with its first-party data. Dynamic TV Creative draws on Amazon’s shopping, browsing and streaming signals, as well as product availability, geography and contextual data, to deliver a more relevant ad experience.
For Luzern clients, this reinforces a wider shift we are seeing across Amazon Ads: creative, media and commerce are becoming much more closely connected. It is no longer just about reaching the right audience. It is about showing the right message, in the right format, at the right point in the buying journey.
Prime Video Becomes More Shoppable
Dynamic TV Creative builds on Amazon Ads’ existing Interactive Video Ads formats, including shoppable and pause ad experiences on Prime Video. This is part of Amazon’s broader push to make streaming TV more actionable for brands and more useful for customers.
For brands, Prime Video is no longer simply a place to build awareness. It is becoming a full-funnel advertising environment where viewers can discover, consider and take action directly from the screen.
That creates a major opportunity for brands selling on Amazon, especially those looking to connect upper-funnel investment with measurable retail outcomes such as product detail page views, add-to-cart actions and sales.
What This Means for Brands
For brands and retailers, Dynamic TV Creative represents a significant opportunity to improve campaign relevance and reduce creative inefficiency. Rather than relying on one generic TV message, brands can use Amazon’s signals to serve more tailored creative variations without needing to manually produce every version themselves.
This could help advertisers move shoppers through the funnel more effectively, using awareness messaging for new audiences and conversion-led prompts for viewers who are already showing buying intent.
However, it also raises the bar for campaign strategy. Brands will need to think more carefully about how their Amazon content, product detail pages, Brand Stores, pricing, availability and advertising strategy work together. A personalised ad experience will only perform if the rest of the customer journey is ready to convert.
What This Means for Brands
At Luzern eCommerce, we see this as another signal that Amazon advertising is becoming more automated, more personalised and more closely tied to commerce outcomes. The brands that benefit most will be those with strong retail foundations already in place, including optimised content, strong product availability, clear messaging and a well-structured advertising strategy.
Dynamic creative can improve the relevance of the ad, but it cannot fix weak product pages, poor stock availability or unclear brand positioning. For brands, the opportunity is not just to test a new ad format, but to ensure their full Amazon ecosystem is ready for more advanced, AI-led media activation.
When Is This Available?
Dynamic TV Creative is currently available to select US advertisers selling on Amazon and running campaigns on Prime Video, with expansion expected to more customers in Q3. Amazon has also confirmed that broader inventory access is expected, including live sports and Prime Video Channels.
While the capability is currently US-focused, the direction of travel is clear. As Prime Video advertising continues to develop globally, UK and European brands should expect more advanced creative personalisation, shoppable formats and retail media integrations to become part of the planning conversation.
Preparing for the Next Stage of Retail Media
Amazon’s launch of Dynamic TV Creative shows how quickly retail media is moving beyond sponsored ads and standard display placements. The next phase will be more dynamic, more personalised and more connected to the customer journey across content, commerce and media.
For brands, now is the time to assess whether their Amazon strategy is ready for this shift.
Luzern eCommerce helps brands build, optimise and scale their Amazon advertising strategies across retail media, Prime Video, Amazon DSP and marketplace performance. To understand how Dynamic TV Creative and emerging Amazon Ads formats could support your brand growth, get in touch with our experts.
Source used: Amazon Ads’ announcement on Dynamic TV Creative for Prime Video