The unified platform allows marketers to conduct campaigns across Prime Video, Amazon MX Player, Amazon-owned digital assets, and other premium publishers via a single buying platform powered by Amazon DSP.

Amazon has incorporated Amazon MX Player into Prime Video, resulting in a unified streaming platform that mixes free and premium content for consumers while providing marketers with access to a wider audience across the combined service.

The unified platform includes Prime Video originals, Amazon MX Player original series, reality programs, microdramas, and dubbed foreign content. The merged service has six of India’s top ten web series of all time, including Mirzapur, Panchayat, and The Family Man, which have received approximately 700 national and international honors.

According to Girish Prabhu, Vice President and Head of Amazon Ads India, the connection improves the platform’s advertising potential.

Prabhu stated, “The integration of Amazon MX Player and Prime Video significantly expands the opportunities for advertisers in India.” For viewers, this means having more of their favorite material in one location. For marketers, the new service means reaching larger and more engaged audiences in a single location for sponsorship and special creative marketing possibilities. This is more than simply reach; it’s also about performance, scale, and precision. With our full-funnel advertising solutions, companies can now use shoppable formats, integrate into India’s most important programs, sponsor premium content, and measure real impact from impression to outcome, all within one streaming service powered by trillions of Amazon signals.”

The unified platform enables marketers to conduct campaigns across Prime Video and Amazon MX Player inventory utilizing Amazon DSP, as well as Amazon-owned digital assets and other premium publishers, via a single buying platform.

Advertisers may leverage audience insights obtained from Amazon’s shopping, browsing, and streaming data to target people based on their buying preferences, such as beauty, technology, fashion, and healthcare.

The platform also enables interactive advertising formats including QR code-enabled commercials that allow users to add items to their Amazon cart, as well as branded carousels and stop adverts.

Advertisers will also have access to brand partnership possibilities such as in-show brand integrations, talent-driven content, branded bumpers, and season-long sponsorships. Instead of standard commercial breaks, these formats are intended to incorporate companies into programming.