Since early 2024, Amazon Prime Video has shown advertising, and with a decisive difference from other streamers. That created one of the biggest advertising audiences in German streaming overnight. If you're considering advertising there, the first question is usually the same: what does it actually cost?
This article shows you how Prime Video advertising works, what ad formats exist, what the price is oriented around, and how to book Prime Video in self-service, without an agency and without a multi-million budget.
What is Prime Video advertising?
In February 2024, Amazon introduced advertising on Prime Video in Germany. The clever part lies in the model: while at Netflix, advertising is part of a cheaper plan you actively opt into, Amazon made advertising the default on Prime Video. Anyone who doesn't want to see it pays extra to go ad-free. As a result, the ad-supported reach was huge from the start, without users first having to switch to an ad-supported tier.
The numbers show it. In Germany, Prime Video reaches, according to Amazon, more than 17 million ad-supported monthly active users (as of the first German upfront in June 2025), and more than 315 million worldwide (Amazon, early 2026). For you as an advertiser, this creates a premium environment with huge reach on the big screen. A broader overview of the platform itself, market share, content, and devices, is given in the article Amazon Prime Video: Market Leader, Streaming Giant, and Advertising Platform.
What ad formats exist on Prime Video
Advertising runs in classic video formats, the kind you know from streaming.
Pre-roll: The spot runs before the content starts, capturing attention while it's still fresh.
Mid-roll: The spot runs at a natural pause in the middle of a movie or show, fitting smoothly into playback.
Amazon deliberately keeps the ad load low, usually around two to four minutes per hour, noticeably less than classic television. Most spots are 15 or 30 seconds long. Beyond that, Amazon also offers interactive and shoppable ad formats that tie into its own shopping ecosystem.
What Prime Video advertising costs
Billing works as usual in streaming, per thousand ad contacts, known as the CPM.
As a rough market orientation, the CPM on Prime Video today is roughly between EUR 35 and 45, depending on format, placement, and targeting. These are industry figures for orientation, not fixed prices. One point makes a noticeable difference: a 15-second spot costs less per contact than a 30-second one. If your message fits into 15 seconds, you get more contacts out of the same budget.
What you actually end up paying depends on your audience, your targeting, and the season. How the price per contact works out in general is shown in the price guide How much does TV advertising cost?.
Who you reach on Prime Video
The biggest advantage over classic television is precision. Instead of broadcasting broadly, you specifically address the people who fit your offering.
Precise targeting: You target by region, age, gender, and interests, instead of a spray-and-pray approach. This reduces wastage and ensures your budget lands with relevant viewers.
High attention: Your advertising runs full screen, with sound and non-skippable, while viewers are relaxed and absorbed in content they enjoy. This is an environment where a brand really sticks.
Shopping-active audience: The Prime Video audience is particularly shopping-inclined. According to Amazon, 95% of ad-supported Prime Video users in Germany had shopped on Amazon within the last three months, and they spend noticeably more than the average Amazon customer. For brands with a concrete offer, this is an attentive, purchase-ready environment.
Booking Prime Video advertising with onescreen
Booking Prime Video directly through Amazon is built for higher budgets and the Amazon advertising platform. The easier path runs through a self-service platform like onescreen. There, you book Prime Video individually, exactly as you want, and have access to around 40 more premium streamers if needed, should you want to expand your reach later.
Self-service without an agency: You set budget, timeframe, and audience yourself, with no commitment and no agency fees. You keep full control over your campaign.
Targeting down to the postal code: You target by postal code, age, gender, interests, and household size, reaching exactly your catchment area, with around 40 million TV devices bookable.
Spot creation via AI, even without a finished video: Don't have a TV spot? onescreen creates one with the help of AI, noticeably faster and cheaper than classic production, also based on existing materials like images and logos. How spot costs generally break down is shown in the article What Does a TV Ad Cost?.
Transparent and updated daily: Billing runs transparently on a CPM basis, and you track results daily in the dashboard.
On budget: onescreen campaigns generally start from EUR 1,000. That's the platform-wide entry point across all streamers, not the price specifically for Prime Video. Prime Video, as an individual streamer, comes with its own minimum budget. What's realistic for your Prime Video campaign is best clarified quickly in a short demo.
Is Prime Video advertising worth it?
If you want to reach a large, shopping-active audience on the big screen, Prime Video is a strong environment: huge reach through the default ad model, premium content, and the precision of digital channels. You can book Prime Video specifically as a single platform. And if you want to expand your reach later, more premium streamers can be added, which lowers the average CPM and increases net reach. Whether you stick with Prime Video or expand is up to you.
That's exactly what makes onescreen simple: book Prime Video in self-service, with postal-code targeting and transparent billing, and add around 40 more streamers if needed.
Want to know what's realistic for your budget? Find all the booking details here or secure a free demo directly.
FAQ
Does Amazon Prime Video have advertising? Yes. Since February 2024, Prime Video shows ads in Germany, by default. Anyone who wants to watch ad-free pays extra for it. The ads run non-skippable in shows and movies, on the big screen.
What does advertising on Prime Video cost in Germany? Billing runs per thousand contacts (CPM), which varies by format, placement, and targeting. Prime Video, as an individual streamer, has its own minimum budget. What applies specifically to your campaign is best clarified in a demo.
Can I advertise on Prime Video as a small business? Yes. Through a self-service platform like onescreen, you book Prime Video without an agency, with regional postal-code targeting. You can book Prime Video individually and add more premium streamers if needed. Prime Video comes with its own minimum budget, which we clarify in a short demo.
Who do I reach with Prime Video advertising? In Germany, according to Amazon, more than 17 million ad-supported monthly active users, and more than 315 million worldwide. The audience is considered particularly shopping-active, with most having recently bought something on Amazon.
Do I need my own ad creative for Prime Video? Yes, Prime Video is a video environment. onescreen creates your spot with the help of AI if needed, also based on existing materials. For getting started without a spot at all, there's the SwitchIn on the smart TV as an alternative.