Amazon Ads has introduced four new formats to the UK for the 2025/26 Uefa Champions League.
According to Amazon’s internal data, UK viewers who watched the last Champions League competition on Prime Video spent 140% more on Amazon compared to other customers.
‘Nowhere are [Amazon’s] audiences more passionate than when watching live sports,’ said Amazon Ads’ UK managing director, Phil Christer.
Interactive Video Ads
How it works: The interactive video ads feature a call-to-action button, such as ‘Add To Cart’ or ‘Get Email’. Viewers can click on the button to receive a push notification or email that links to the Amazon store, ensuring the audience is not taken away from the live broadcast.
Impact: Amazon’s 2024 data found that this ad format can drive a 27% increase in detail page views and a 28% higher purchase rate compared to non-interactive formats.
Availability: This will be available from early October and can be deployed during matches.
Audience-Based Creatives
How it works: This tool allows advertisers to use Amazon’s first-party data to deliver different creative executions to viewers in the same 30-second window, based on geographic, demographic, and behavioural signals.
Impact: According to Amazon’s data, advertisers who used the tool during US Thursday Night NFL coverage recorded an average purchase-rate increase of 83% compared with standard ads.
Availability: This tool is now available and can be used during matches.
Remarketing
How it works: Remarketing enables brands to reach people who saw their ads during a match 24 hours later, by retargeting them with ads on Fire TV, Twitch, the Amazon store, web, and mobile.
Impact: Amazon data from September 2024 to January 2025 showed that ‘remarketed audiences drove a 21% higher rate of new-to-brand purchases when compared to all other display ad audiences’.
Availability: This tool is available now and can be used 24 hours after a live sports event.
In addition to the above tools, Amazon Ads is also offering ‘enhanced measurement’, giving advertisers access to third-party campaign measurement offerings and studies from multiple market research companies.
Throughout the 2025/2026 season, Prime Video will broadcast 17 Tuesday night Uefa Champions League fixtures and over 67 NBA matches.
Featured image: Interactive Video Ads / Amazon Ads