‘Video advertising is no longer a big brand thing’

New research from Amazon Ads shows 89% of Indian SMB marketing leaders believe AI will free up time for strategic priorities, even as 60% feel overwhelmed by the number of tools available. So its priority now is to simplify high-quality ad creation for resource-strapped businesses.

- Geetika Srivastava

Kapil Sharma, director, Amazon Ads India, shares deeper insights in a conversation with

As e-commerce growth shifts to Tier 2/3 India, what new data signals or ad formats is Amazon Ads using to help brands target diverse audiences?

We have seen advertisers using different ad formats to engage with audiences across multiple regions in the country. Be it Tier 1 or 2 cities, our focus has been towards enabling advertise use full funnel solutions so that they can engage with audiences across different domains.

the relevant cohort of customers. They can use different ad formats, such as sponsored ads, which includes sponsored products, brands, displays and even sponsored TV, launched recently. They can also integrate ads into the Amazon MX player.

Prime Video ads have been live in India for a few months now. What early learnings have emerged around viewer tolerance?

We introduced Prime Video ads in June. Given the experience that we delivered, we have seen that a large chunk of customers have remained within the ad-supported service. From an advertiser’s perspective, we have been encouraged by the positive agency and advertiser feedback on the differentiated value we offer across our content reach signals and ad tech.