Part of Amazon
Amazon Ads
Amazon Ads is expanding in India, adding Interactive Video and Pause Ads with Add to Cart on Prime Video (afaqs, 7 Oct), while advertisers using its AI tools grew 77% year over year (ET Small Business, 20 Aug). Quick-commerce advertising, up 50% to INR 2,200 crore, competes for the same festive budgets (ET BrandEquity, 12 Oct).
What it means Rival retail media platforms face an Amazon pitching shoppable video at no extra cost for a limited period.
Latest moves
Our read of each move first, where we have one; what the report said is marked Reported.
- Reported: Festive retail media spend to reach INR 11,500 crore in 2026, up 27%, as quick-commerce ads jump 50%Reported: Watch:
- Reported: Brands and retailers selling in India should test Amazon's free Interactive Video and Pause Ads with Add to Cart on Prime Video before the festive season, since the no-cost window lets them gauge conversion without spending media budget.Reported: Amazon Ads has introduced two interactive formats, Interactive Video Ads and Pause Ads, on Prime Video in India. Viewers can respond using their remote, including an Add to Cart option.Watch:
- Reported: Indian SMBs are rapidly adopting Amazon’s AI ad tools to access new channels and creative formats, making AI-enabled campaign workflows an increasingly important performance lever.Reported: Amazon Ads study finds Indian SMBs accelerating use of AI-powered advertising tools. Nearly 90% of surveyed Indian SMBs said AI advertising unlocked previously inaccessible channels, audiences or formats.Watch:
Background
From 5 stories, the newest dated 9 Oct 2026. Summary written 11 Oct 2026. Newer developments are under Latest moves.
Amazon Ads is the advertising business linked to Amazon in India.
Show 3 more paragraphs and 5 sources
It sells ad formats on Prime Video India and programmatic buying through Amazon DSP, and it runs studies on how Indian small and medium businesses use its tools.[1] source: afaqs[2] source: exchange4media[3] source: ET Small Business It also worked with WPP Media and MMA India on an industry playbook on full-funnel advertising.[4] source: Social Samosa
In October 2026, Amazon Ads launched Interactive Video and Pause Ads on Prime Video India, with Add to Cart, ahead of the festive season. Both formats are offered to advertisers at no additional cost for a limited period, and viewers respond with their remote.[1] source: afaqs The launch follows Amazon MX Player's integration into Prime Video.[1] source: afaqs Also in October 2026, Ankur Rathi said Amazon DSP's Search Remarketing delivered a 2x jump in ROAS for a leading PC brand against standard display campaigns.[2] source: exchange4media Performance+, used by hundreds of brands in India, gets two new tactics alongside the Amazon Ads Agent.[2] source: exchange4media In August 2026, an Amazon Ads study found that adoption of AI-powered tools among Amazon advertisers in India rose 77% year over year.[3] source: ET Small Business SMBs generated 62% more AI-assisted ad creatives in Q1 2026 year over year.[3] source: ET Small Business
The WPP Media playbook with MMA India and Amazon Ads found purchase-influencing touchpoints rose from 12 in 2018 to 21 in 2024. It also found 82% of surveyed advertisers are not fully executing full-funnel strategies.[4] source: Social Samosa A separate MMA Global India survey found 55% of advertisers plan higher retail media spend in 2027.[5] source: Social Samosa
Sources
- Amazon Ads launches Interactive Video and Pause Ads on Prime Video India, with Add to Cart, ahead of festive season
- Amazon Ads study finds Indian SMBs accelerating use of AI-powered advertising tools
- 82% of advertisers not fully executing full-funnel strategies as purchase touchpoints rise to 21, WPP Media playbook finds
- 80% of Indian advertisers plan higher video and social spend in 2027; retail media follows at 55%, MMA Global India survey finds
Questions about Amazon Ads
What is Amazon Ads' current strategy in India?
In October 2026 Amazon Ads launched Interactive Video and Pause Ads on Prime Video India.[1] source: afaqs In October 2026 it added two new Performance+ tactics alongside the Amazon Ads Agent on Amazon DSP.[2] source: exchange4media In August 2026 an Amazon Ads study reported 77% year-over-year growth in AI tool use among its advertisers in India.[3] source: ET Small Business