Amazon has integrated Amazon MX Player into Prime Video, creating what it describes as India’s largest video streaming destination for original and exclusive content while expanding advertising opportunities across its streaming ecosystem.
The unified service combines Prime Video’s premium catalogue with Amazon MX Player’s free content library, offering advertisers a single platform to reach audiences across local originals, scripted series, reality shows, micro-dramas and international dubbed content.
Also read: Amazon To Bring Prime Video & Amazon MX Player Together Through Platform Integration
According to Amazon, the combined platform is home to six of India’s top 10 web series of all time, including Mirzapur, Panchayat and The Family Man, which together have received nearly 700 national and international awards. The company said the integration enables brands to associate with premium content that drives both viewership and cultural relevance.
For advertisers, the unified service brings Amazon Ads’ full-funnel capabilities to a larger streaming audience. Brands can leverage Amazon’s shopping, browsing and streaming signals to target audiences based on interests and purchase behaviour, while running campaigns aimed at awareness, consideration and conversion.
The integration also simplifies media buying through Amazon DSP, allowing advertisers to plan, execute and measure campaigns across Prime Video, Amazon MX Player, Amazon-owned properties and third-party premium publishers through a single platform.
Amazon is also expanding its portfolio of interactive advertising formats across the streaming service. These include shoppable QR code ads that allow viewers to add products directly to their Amazon cart, along with Branded Carousels, Pause Ads, sponsorships and in-show brand integrations designed to connect entertainment with commerce.
The move further strengthens Amazon’s position in India’s rapidly evolving connected TV and OTT advertising market, where streaming platforms are increasingly competing on audience scale, commerce integration and measurable advertising outcomes.
Commenting on the move, Girish Prabhu, Vice President & Head, Amazon Ads India, said, “This is not just about reach—it is about performance, scale, and precision.”
