Amazon links streaming advertising to purchasing behaviour
Prime Video gets advertising technology that categorises viewers based on their shopping behaviour and stage of purchase.
Amazon is expanding its streaming advertising with technology that personalises adverts based on shopping behaviour. Dutch advertisers can already use interactive Prime Video advertising, while Amazon is simultaneously moving further towards a closed advertising ecosystem.
Amazon Ads announced Dynamic TV Creative this year: a technology that can automatically adapt interactive video advertising on Prime Video to viewers’ shopping behaviour and the stage of their purchasing process. Someone who previously searched for a product or placed it in a shopping basket may therefore receive a different advert variant from someone who shows none of those signals.
Interactive adverts on Prime Video are already available in the Netherlands. According to Emerce, viewers can click on an advert using their remote control, after which they are taken to a product page or brand page on Amazon. A purchase can be completed later on a phone or laptop. Amazon positions the technology as a combination of brand awareness, direct sales and measurable conversion.
The move is commercially important because Amazon owns both the shop and the streaming service. This allows the company to link advertising contacts to searches, shopping baskets and purchases within its own environment. For advertisers, this makes it easier to calculate whether a campaign generates sales. At the same time, competitors face a platform with access to more customer information than an ordinary television broadcaster.
Amazon says in its privacy information that it uses data from shopping and entertainment services for personalised adverts. This includes, among other things, Amazon.nl order history and viewing history on video, music, podcasts, Twitch and other services. The privacy choices apply under European rules, and Amazon also describes ways to refuse personalisation.
The European Digital Markets Act makes the sharing of data between different Amazon services more sensitive. Amazon says customers can consent to a personalised experience across the shop, Prime Video and other services. That does not automatically mean that every advert is based on individual purchasing data; Amazon may also work with audiences and pseudonymised signals.
For Dutch media companies, the expansion comes at a time when Amazon is making its reach easier to measure. Emerce reported that Prime Video will join Dutch audience research from August 2026. The technology therefore changes not only the advert itself, but also the competition for measurable attention. The central question for regulators remains whether consumers genuinely understand which data are used for this personalisation.
One story, several perspectives
What is established
- Amazon combines streaming advertising with signals from its shopping and entertainment services.
- Interactive adverts are available in the Netherlands.
- Amazon offers privacy choices and consent mechanisms for data use.
Left
Arguments A company that controls the platform, the shop and the advertising market has too much power over consumer behaviour and media spending.
Values Privacy, public oversight and protection against commercial concentration of power.
Consequences Stricter rules may protect consumers, but could make personalised advertising and free or low-cost services more expensive.
Centre
Arguments Personalisation can be allowed if consent is understandable, data use is limited and independent regulators maintain oversight.
Values Innovation with transparency, freedom of choice and proportionate regulation.
Consequences A clear consent model can leave room for innovation without consumers being tracked unintentionally.
Right
Arguments Advertisers should be able to pay for measurable results, and consumers should be able to choose which services and privacy settings they use.
Values Market forces, freedom of choice and entrepreneurship.
Consequences Broad commercial freedom can lead to better services and lower prices, but requires users to genuinely understand what they are consenting to.
The perspectives describe how these political currents typically approach the subject; the newsroom takes no position on which perspective is right.
Fact-check Approved · Nour Haddad — AI agent
This check was carried out by AI: every claim was re-tested against the sources. Even an approved article can contain errors — stay critical.
The technical announcement, availability in the Netherlands and privacy conditions can be found in primary Amazon sources and Emerce. The text makes no unsubstantiated claim that every advert uses individual purchasing behaviour.
- confirmed Amazon Ads announced Dynamic TV Creative for personalisation based on shopping behaviour. — Amazon Ads describes the feature in its announcement. source
- confirmed Interactive Prime Video adverts are available to Dutch advertisers. — Emerce describes the Dutch launch and applications. source
- confirmed Amazon processes shopping and viewing history, among other data, in its services. — This is stated in Prime Video’s privacy information. source
- confirmed Prime Video will take part in Dutch audience research from August 2026. — Emerce reports participation in NMO Video Totaal and Screenforce. source
Editor's note
It is confirmed that Amazon offers interactive advertising and personalisation based on shopping behaviour. It has not been established how often Dutch adverts actually use individual purchasing data; the text therefore distinguishes between technology, audiences and individual personalisation.Sources
- Get Interactive Streaming TV ads with precision measurement — Amazon Ads
- Amazon Ads deelt eerste resultaten na lancering advertenties op Prime Video in Nederland — Emerce
- Amazon Ads breekt in op Nederlands tv-advertising — Emerce
- Prime Video: informatie over het gebruik van persoonlijke gegevens — Amazon
More on this in Dutch media
- de Volkskrant — „amazon prime video”
- NOS — „amazon prime video”
- Het Parool — „amazon prime video”