While Amazon’s advertising business accelerated in Q1 2026, the pure-player unveiled Dynamic TV Creative at the 2026 Upfronts, an interactive and dynamic advertising solution designed for live sports. Powered by first party purchasing data, ad spots will adapt to a viewer's journey in real time.
In the U.S.,Amazon is ramping up advertising efforts during live sports, a strategic growth driver that allows it to compete directly with traditional broadcasters like CBS and Disney. From Q3 2026, the world’s largest e-commerce retailer by sales will roll-out a new ad offering called Dynamic TV Creative. Unlike traditional static ads, this tool leverages Amazon’s deterministic data to dynamically alter the interactivity format, headline and call-to-action based on a viewer’s level of funnel m
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Article authors
Sophie Baqué
Chief Editor of mind Retail