Amazon leverages streaming reach, and power of the NFL, to conquer TV advertising

Maya Yegorova

Amazon, the e-commerce giant, is increasingly leveraging its video streaming footprint to try and attract brand-building and full-funnel dollars.

This article is part of the May 2023 Spotlight US series, ‘The upfronts – what they mean in 2023’ Read more

Amazon may be best known as an e-commerce giant, but it is also becoming a major player in live sports broadcasting.

One demonstration of this shift: During this spring’s upfront media buying market in the US, the Seattle-based firm is confidently promoting the kind of mass reach advertising that has traditionally been the province of major media companies.

The company, for instance, now holds exclusive rights to air “Thursday Night Football” on its Prime Video platform in a...

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