Amazon Ads reports positive ad metrics from advertisers across the automotive, financial services, lifestyle, and travel sectors

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Amazon Ads has reported a significant increase in demand for UEFA Champions League advertising on Prime Video, driven by increased appetite from advertisers across the automotive, financial services, lifestyle, and travel sectors.

Brands including BYD, Dacia, McDonald’s and the People’s Postcode Lottery are now running campaigns.

Interestingly, more than 50% of advertisers on Prime Video during the first half of the 2025/26 competition, don’t even sell products on Amazon.

Amazon Ads says that a study of 10 UEFA Champions League ad campaigns show an average 20% lift in brand favourability, a 14% lift in brand familiarity, and a 21% lift in purchase consideration. The study compared an audience exposed to advertising campaigns against an unexposed control group. 

Prime Video has just signed a new four-year extension to broadcast UEFA Champions League matches through to 2030/31.

Last year’s debut season in the UK and Ireland became the most-watched sport’s competition on Prime Video in Europe.

New innovations including interactive ads, which enable viewers to use their remote to receive an e-mail or push notification to their phone with more information about a product or service, have attracted new advertisers, says Amazon Ads.

“Adding interactivity has been instrumental in driving advertiser interest as these new ad formats bring fans and brands closer together,” said Phil Christer, UK MD, Amazon Ads. “Brands across all categories are coming to us because we can connect their upper funnel streaming TV campaigns to meaningful lower funnel business outcomes—whether that customer journey ends in our store or not. From car manufacturers promoting test drives for their latest models to financial services companies driving sign-ups to their latest products, brands can now engage customers through their TV like never before.”

Amazon Ads introduced interactive ad capabilities to Prime Video in Europe in October 2025.

Advertisers in Europe using Prime Video’s interactive video ads have seen a 50% increase in total purchases, a 37% increase in new-to-brand purchases, and a 40% increase in total sales, when comparing streaming TV ad campaigns with interactive functionality versus those without.

“We are focussed on delivering impact for our advertisers and our new partnerships with third party measurement providers, combined with Amazon Ads measurement solutions, means we’re able to help advertisers understand how their campaigns performed against any objective, whether that be raising brand awareness, consideration, or conversion,” added Christer.