Amazon ‘s advertising division has closed its upfront negotiations for 2025-26, reporting ad commitments above internal forecasts and “incremental” volume growth in sports due to NBA’s debut.

Prime Video has been running ads since the start of 2024, signaling the tech giant’s push into the video ad space. Amazon now delivers an upfront presentation to ad buyers alongside those of traditional media companies and tech rivals Netflix and YouTube during a single mid-May spree in New York. While Prime Video is the centerpiece, the company also has emphasized its other venues for brand messages, including podcasts.

A spokesperson for Amazon Ads said in a statement that the unit saw “significant growth across all major holding companies, and particularly strong commitments from independen

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