Prime Video and Amazon MX Player integration expands ad inventory for brands

Prime Video and Amazon MX Player have integrated to create what the companies describe as India's largest video streaming service for original and exclusive content, bringing together free and premium programming under a single platform while expanding opportunities for advertisers.

The unified service combines Prime Video Originals, Amazon MX Player original series, reality shows, micro-dramas and international dubbed content, giving brands access to Prime Video's premium audience alongside Amazon MX Player's broader reach. According to the company, the combined platform is home to six of India's top 10 web series of all time, including Mirzapur, Panchayat and The Family Man, which have collectively earned nearly 700 national and international awards.

“The unification of Amazon MX Player with Prime Video significantly uplevels the possibilities for advertisers in India. For viewers, this means more of their favorite content in one place. For advertisers, the new service translates into wider and more engaged audiences in a single destination available for sponsorship and custom creative brand opportunities. This is not just about reach—it is about performance, scale and precision. With our full-funnel advertising solutions, brands can now leverage shoppable formats, integrate within India’s biggest shows, sponsor premium content, and measure real impact from impression to outcome, all within one streaming service powered by trillions of Amazon signals,” said Girish Prabhu, Vice President & Head, Amazon Ads India.

The integration allows advertisers to access the combined streaming inventory through Amazon DSP, enabling campaign planning, execution and measurement across Prime Video, Amazon MX Player, Amazon-owned properties and other premium publishers from a single platform.

The companies are also expanding interactive advertising formats, including QR code-enabled shoppable ads, Branded Carousels and Pause Ads, designed to connect entertainment with commerce without disrupting the viewing experience.

Beyond traditional advertising, brands can leverage in-show product integrations, talent-led content vignettes, branded bumpers and season-wide sponsorships to build deeper associations with premium content through integrated storytelling.

Amazon said the combined service is designed to help advertisers run full-funnel campaigns spanning awareness, consideration and conversion, using its shopping, browsing and streaming signals to reach audiences based on consumer interests and shopping personas.