In a star-studded pitch to advertisers on Monday, Amazon announced a slew of new projects along with an ad format powered by artificial intelligence. Amazon leaned into the advertising funnel in a big way during its 2025 Upfront event at the Beacon Theater in New York City on Monday night.

Amazon is rolling out new ad formats on Prime Video, including contextually relevant pause ads and shoppable inventory. The tech giant announced the new formats ahead of its upfront presentation to advertisers in New York.

Amazon on Monday said its Prime Video streaming service with ads reaches more than 130 million U.S. customers monthly on average, an increase of 15 million people from 2024.