Live Sports: Amazon bets on ultra-personalized advertising

An article by Sophie Baqué

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Publication

18 May 2026 à 13h15

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2 minutes

Publication: 18 May 2026 à 13h15

Reading time: 2 minutes

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.

An article by Sophie Baqué

Add mind Retail to your sources

Publication

18 May 2026 à 13h15

Reading time

2 minutes

Publication: 18 May 2026 à 13h15

Reading time: 2 minutes

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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.

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Featured image of the article Sophie Baqué

Sophie Baqué Chief Editor of mind Retail

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