Viewers aren’t browsing stores; the stores are browsing them. And Amazon is leaning right into that shift.
Most people open a video expecting entertainment, not a shortcut to buying something they just saw. But that gap is shrinking fast. A livestream can double as a shopping window, a TV ad can point you to a nearby store, and a football match can carry targeted messages that follow real viewer behavior. And Amazon seems intent on making every screen a storefront. The company isn’t just blurring lines between content and commerce; it’s rewiring them in real time.
They are increasingly using interactive and data-driven video advertising to bring viewers, brands, and local markets together. Across Twitch, Prime Video, and their demand-side platform (Amazon DSP), the company is rolling out ad formats that combine first-party retail signals, live video, and programmatic inventory. These innovations allow small businesses, national brands, and media companies to reach audiences more precisely while integrating shopping, location targeting, and sports content into the viewing experience.
Livestream Shopping on Twitch
Twitch introduced livestream shopping ads powered by Amazon’s advertising platform, creating a format where viewers can buy products without leaving the stream. e.l.f. Cosmetics will be the first brand to test this native, in-stream approach on their official Twitch channel, which will give Amazon a clear starting point for understanding how people respond to shopping features inside a live environment.
The timing fits the broader rise of livestream commerce in the United States. TikTok reported that brands and creators hosted more than 8 million hours of livestream shopping sessions in 2024, showing that audiences are willing to watch and shop at the same time. Companies including Crocs and goPure earned over $1 million from TikTok Lives, and QVC added more than 100,000 customers in Q2 after expanding its livestream efforts. Walmart and eBay have also used livestreams to reach collectors who follow limited-run items and niche categories.
A DHL survey found that live shopping events influence the purchase decisions of about one in five US digital buyers. These sessions generate a steady stream of shoppable video segments and explanations that can shape decisions elsewhere in the customer journey, which is part of why Amazon is testing similar formats on Twitch.
Location-Based Interactive Ads on Prime Video
This same interest in interactive viewing appears in Prime Video, where Amazon Ads introduced location-based interactive video ad units designed for small and local businesses. These units are available through the Amazon DSP and sit within the connected TV advertising ecosystem, letting advertisers reach viewers in specific geographic areas while they watch regular programming.
Prime Video already supported shoppable ad overlays with features such as “add to cart,” and Amazon added new layers just before upfronts, including contextual targeting and calls to action like “book an appointment” or “sign up today.” The location-based formats use Geographic Insights and Activation, which apply first-party retail signals to adjust messaging by state or ZIP code. This gives advertisers a way to run targeted promotions that match where viewers actually live.
The format can support national brands with multiple locations, but Amazon Ads has said it is prioritizing smaller businesses such as auto dealers, financial services, grocery, and retail. In 2024, Amazon sold $100 billion in groceries and household goods, and this scale means viewers can see ads for neighborhood stores that may compete directly with Amazon’s own retail business.
Expanded Sports Streaming Inventory
Amazon Ads continued this expansion of interactive and data-informed video by adding new sports streaming inventory through Premier Sports. Advertisers can access the broadcaster’s content programmatically via Amazon’s DSP, including LaLiga, the Scottish Premiership, and the Scottish Cup, across Prime Video and the Premier Sports app. This expansion strengthens the footprint of Amazon streaming TV formats across international sports environments.
These ads can appear on smart TVs, mobile devices, desktops, and other connected platforms and can run during live events, on-demand programming, or highlight packages. Additional inventory is available through STV Player. Amazon pairs these placements with consumer signals to give advertisers scalable access to UK sports audiences who watch in high-engagement environments. These placements form a growing share of CTV ads available through the company’s systems.
Connecting the Ecosystem
Across Twitch, Prime Video, and the DSP, Amazon links retail data, interactive video, and programmatic access in a consistent way. Livestream shopping connects viewer behavior directly to purchase opportunities. Location-based interactive ads apply first-party retail signals to geographic targeting. Sports streaming inventory offers access to audiences watching live matches and highlight clips across multiple devices. These elements form an interconnected layer of CTV ads delivered through programmatic advertising structures that continue to evolve.
These developments fit into a wider environment where rights holders, media organizations, and AI search platforms are reworking their partnerships and distribution strategies. Whether the content is a livestream shopping session, a neighborhood grocery store advertisement, or a football match shown across several screens, the underlying pattern is a shift toward targeted, interactive, geographically aware, and data-informed video formats that adapt to how people watch and respond in real time. And as these formats spread, the screen is shaping into a place where a moment of interest can turn into a moment of convenience.
