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So far, Amazon’s impact on ad-funded OTT video has remained somewhat muted. But Amazon is now setting its sights – and considerable technology, media, and e-commerce assets – firmly on video advertising to challenge TV players, Google, and Facebook.


  • Amazon’s ability to reliably track consumers’ browsing and shopping habits, target them with relevant video ads, and actively facilitate product sales will make it a force to be reckoned with.

Features and Benefits

  • Assesses Amazon's entry into the rapidly growing ad-funded OTT video segment.
  • Identifies the threats and opportunities posed by Amazon's ad-funded video ambitions across the industry value chain.

Key questions answered

  • How is Amazon looking to more directly enter the ad-funded OTT video market?
  • How is Amazon's ad-funded video strategy likely to evolve in the future?
  • Why is Amazon looking to take a more direct stake in the ad-funded OTT video market?
  • How well is Amazon positioned to take a more direct stake in the ad-funded OTT video market?

Table of contents

Ovum view

  • Summary
  • Amazon is already well positioned in the video ad value chain
  • Amazon must move beyond Fire TV devices to compete fully
  • Stakeholders need to weigh up the value of partnering or competing with Amazon


  • Further reading
  • Author