Amazon Marketing Cloud Introduces Prime Video Viewership Signals for Advertisers

Amazon Marketing Cloud recently made a big announcement at their unBoxed conference – they’ve introduced Prime Video viewership signals for advertisers! This means that advertisers now have access to data on viewership patterns across Amazon Prime Video’s entire catalog, opening up new possibilities for analyzing content engagement.

Starting on November 11, 2025, advertisers in the US, Canada, Japan, and Australia can tap into this new data in open beta. And don’t worry if you’re in the UK, Germany, Spain, Italy, or France – you’re next in line to get access in the first quarter of 2026.

So, what exactly do these Prime Video signals offer? Well, advertisers can now dive into content title information, content type classification, and show-level engagement metrics. And it’s not just limited to new content – you can explore data from the entire catalog, even including previously labeled “Watch for free” content under the Freevee name.

The best part? This new feature lets advertisers combine Prime Video viewership patterns with existing Amazon Marketing Cloud signals and proprietary datasets. And you can rest easy knowing that user privacy is a top priority here, with AMC’s pseudonymized data structure keeping individual viewer identities safe and sound.

Technical details aside, this is pretty exciting stuff for advertisers. It opens up a world of analytical possibilities – from understanding audience preferences to forming targeted campaigns based on streaming behavior. And don’t count non-endemic advertisers out – they can benefit from exploring audience overlap between their customer segments and Prime Video viewers.

But it doesn’t just stop at viewership counts. Advertisers can use this data to dig deeper into the connection between streaming habits and shopping behaviors, all in a privacy-safe environment within AMC. And to top it off, Amazon even released an AI agent for automated campaign management alongside this update!

This comes at a time of rapid growth in the streaming advertising market, with Prime Video hitting impressive numbers in terms of ad-supported reach, especially in Germany. And Amazon’s advertising technology has been expanding too, with new infrastructure like AWS RTB Fabric offering specialized support for real-time bidding systems.

Overall, this update showcases Amazon’s continued commitment to providing advertisers with robust measurement tools. And don’t forget to keep an eye out for more updates as Amazon continues to innovate in the world of streaming entertainment.