When viewers pause a show on Prime Video's ad-supported tier, AI analyzes what they are watching and automatically writes a short ad message tailored to that content — for example, a viewer watching a summer romance show might see an ad reading "Start your summer story." This feature launched in May 2025.

Announced at the Amazon Upfront on May 12, 2025, the system analyzes both the viewing content and the advertiser's existing creative materials to generate contextually matched ad copy on the fly. The related "shoppable ads" format pulls real-time product data from Amazon's retail platform, including pricing and shipping details. Amazon reported that interactive ad formats produced a 30% lift in brand awareness and a 28% lift in purchase intent in early testing. The system reaches more than 130 million monthly U.S. viewers and 315 million globally on Prime Video's ad-supported tier.