At CES, Amazon pitches advertisers on its ability to deliver reach, data and full-funnel results beyond traditional television.
Amazon is preparing to make a broader pitch to television advertisers—one that extends well beyond traditional TV—when it meets with marketers this week at the annual Consumer Electronics Show.
Executives plan to emphasize not only Amazon’s ability to drive sales through its vast e-commerce platform, but also its growing reach through streaming video, live sports and a widening network of programmatic advertising partnerships. Those alliances include agreements with rivals such as Disney, Roku and Netflix, allowing advertisers to reach audiences beyond Amazon’s owned content.
“At some level, you want to be the ‘everything store’ for advertising,” said Alan Moss, Amazon Ads’ vice president of global sales, in a recent interview.
Moss’s comments signal Amazon’s confidence as the television advertising market increasingly shifts toward earlier negotiations ahead of the industry’s annual “upfronts,” where the bulk of TV ad inventory is sold. Amazon, he said, expects to attract more advertisers—particularly brands that do not sell products on its marketplace.
“The simple definition is: those that don’t sell on Amazon,” Moss said when asked which advertisers the company hopes to court more aggressively.
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Amazon is placing greater emphasis on its ability to deliver large-scale reach through a growing set of demand-side platform agreements that allow advertisers to buy video and audio inventory programmatically across multiple publishers. By consolidating those buys, the company argues, marketers can reduce ad repetition and distribute commercials more precisely.
“We can now connect advertisers to 90 percent of all U.S. households, giving us a broad, deterministic reach,” Moss said.
That reach has also enabled Amazon to introduce a “live events optimizer,” a tool designed to help advertisers connect with audiences during high-profile live moments—an increasingly valuable asset as on-demand viewing fragments traditional television audiences. While much of Amazon’s content is consumed asynchronously, the company has continued to invest heavily in live sports rights, including “Thursday Night Football” and a recently announced deal with the NBA.
Rivals are making similar bets. Disney is expected to leverage its broadcast of the 2027 Super Bowl to promote a broader slate of live events, while NBCUniversal is expanding its sports portfolio through a new Major League Baseball agreement.
Amazon’s assertive posture has not gone unnoticed. The company raised eyebrows last year by hosting its upfront showcase on the opening night of upfront week, a time slot traditionally held by competitors such as NBCUniversal and Fox. The move did not appear to dampen demand.
“We exceeded our own expectations in upfront commitments year over year with new and existing advertisers,” Amazon said in an August statement, citing interest tied to NBA rights and original series including Fallout and Beast Games.
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At CES, Amazon will also highlight new advertising tools powered by artificial intelligence. One analyzes a brand’s presence across Amazon properties and automatically generates creative briefs and storyboards. Another, a “full-funnel” product expected to launch in early 2026, is designed to link brand awareness campaigns with direct conversion—moving consumers from streaming video and audio to display, online video and ultimately purchase, whether on Amazon or elsewhere.
Despite lingering economic uncertainty, advertising forecasts have turned more optimistic. WPP Media recently raised its projection for global ad spending growth in 2026 to 7.1 percent, citing a wave of new products and services driven by artificial intelligence.
“To some extent, uncertainty is the new normal,” Moss said. “But advertisers remain focused on using advertising where it’s most likely to achieve their business goals—whether that’s awareness, consideration or conversion.”
