Amazon has also recently launched a cool new interactive ad format on Prime Video. This progressive thinking approach is designed to make shopping with the viewers a natural, integrated experience. This innovative format emphasizes Amazon deals, user reviews, and Prime shipping details, allowing consumers to make informed purchasing decisions while watching content.
We’re excited to introduce this new shoppable ad format today. It’s the latest example of an emerging land-grab trend as streaming services and advertisers alike rush to insert commerce into the viewing experience. With audiences logging more hours than ever interacting with content on their screens, brands are looking to get in on the action.
On that same day, YouTube took its own shoppable ads pitch to advertisers in an impressive presentation. The show opened with an exciting performance by one of the world’s most famous artists, Lady Gaga, who dazzled attendees while showcasing the new platform’s powerful features. On top of that, big-name YouTubers like Brittany Broski and MrBeast stopped by, wildly increasing YouTube’s advertising allure.
According to exclusive data from YouTube, televisions again emerged as the predominant device for watching in the United States. This trend was especially robust during the first quarter of 2025. This stat speaks to the TV’s increasing role as a battleground for distributing video content, not just as a consumption platform. It focuses on the importance of interactive advertising formats in increasing viewer engagement.
The interactive features of both Amazon’s and YouTube’s ad formats are a great example of the evolution in how brands engage with consumers. By directly integrating deals and reviews into ads, brands hope to create a more seamless shopping experience to drive customers toward making more impulse buys.
As Lauren Goode, a senior writer at TechCrunch, recently explained, shoppable ads are skyrocketing in popularity with streaming services. The seamless permeation of commerce into entertainment raises conversions for advertisers. This presents an exciting opportunity for brands to provide viewers with a user-friendly shopping experience.
The fight to capture the attention of creators and consumers between platforms like Amazon and YouTube is intensifying. This dynamic rivalry leads to increased opportunities for advertisers to reach audiences. These initiatives are indicative of a paradigm shift in the advertising industry, where the lines between entertainment and commerce have blurred.
