Delivering its very first upfront presentation for the Australian market, Amazon took to the stage with confidence as it showcased its upcoming 2026 slate of programs for the Prime Video platform. But it was the Amazon brand and power of Amazon’s cross-platform capability that was the focus of the presentation to buyers and media at the event staged at Sydney’s Hordern Pavilion on Wednesday afternoon.
It has been just over a year since Prime Video switched on mandatory ads for all Prime subscribers in Australia (with the ability to switch off ads for a $2.99 upsell), so the upfront event was Amazon’s coming out party. One suspects the industry was well aware that Amazon was around, but this was an opportunity for the Amazon team to make a public declaration that they were serious about driving the ads business locally, with the innovation and strength of platform to do it.
Amazon Ads is betting big on the way Australians watch and shop, announcing a raft of new tools and integrations that take its DSP deeper into the streaming world – including a Netflix partnership, an “industry-first” Complete TV planning suite, and interactive formats that blur the line between couch and checkout.
Netflix joins the DSP fold
For Australian advertisers, the headline is clear: Netflix inventory will soon be available through Amazon DSP.
Rolling out in Q4 2025, the move gives local buyers direct access to premium Netflix ad slots – extending Amazon’s DSP reach beyond Prime Video, Twitch, and its open web network.
“Today marks a significant expansion of Amazon DSP’s capabilities in Australia,” said Willie Pang, General Manager, Amazon Ads Australia. “With our new integration with Netflix and the introduction of Complete TV, we’re transforming how brands reach and engage audiences across the streaming landscape.”
Complete TV arrives in 2026
From 2026, Australian TV buyers will also get access to Complete TV, Amazon’s new toolset that helps unify streaming and linear spend.
The promise: AI-powered recommendations, real-time insights, and low fees (0% for programmatic guaranteed deals on Amazon properties; 1% for premium streaming publishers).
For buyers under pressure to prove efficiency, Complete TV aims to reduce media waste while extending reach across services. In short, fewer headaches, more eyeballs.
Jessica Roach – Head of Non Endemic Ad Sales, Amazon Australia
Prime Video flexes its entertainment slate
The showcase wasn’t just about ad tech. Prime Video highlighted its expanding slate, including season two of Deadloch (with Luke Hemsworth joining the cast) and the new season of Fallout, landing December 17.
Sports is also front and centre: Prime Video’s NBA partnership tips off in October, offering exclusive access to 67 regular season games, cup rounds and playoffs.
Cricket fans are covered too, with the ICC Women’s World Cup 2025 streaming live and free, plus men’s U19 and T20 tournaments locked in for 2026.
“In 2026, we will launch our most exciting slate yet,” said Hwei Loke, head of Prime Video ANZ.
“From homegrown Aussie gems that are making waves globally, to international blockbusters that’ll have you clearing your calendar, and unmissable live events – Prime Video is delivering entertainment you won’t want to miss.”
Hwei Loke – Head of Amazon Prime Video Australia and New Zealand
Ads you can shop without leaving the couch
From 2026, Prime Video will also bring a suite of interactive ad formats to Australia.
Viewers will be able to add products to their Amazon cart, learn more about brands, or sign up for offers – all by remote, voice, or QR scan – without interrupting their stream.
Interactive pause ads will also turn breaks into brand opportunities, overlaying creative that sticks around until viewers hit play again. Early US results show a 30% uplift in brand awareness and 36% more orders for campaigns that used these formats.
Brand case studies show full-funnel ambition
Amazon Ads also paraded case studies from brands already leaning into its full-funnel promise. Unilever’s OMO campaign with Usain Bolt reported 95% incremental reach through Prime Video, while DoorDash’s DashPass promotion hit 1.9 million customers with a 97% video completion rate.
“Our DashPass campaign exemplifies the unique advantage of Amazon Ads’ full-funnel approach,” said Laurent Jaubert, Senior Marketing Manager at DoorDash. “By connecting streaming, shopping, and entertainment experiences, we’ve created a seamless journey that not only builds awareness but drives measurable business outcomes.”