What is Amazon Sponsored TV, now called Streaming TV?

Amazon Streaming TV, called Sponsored TV until Amazon renamed it, is Amazon Ads' self-service TV ad: a full-screen video that viewers cannot skip, shown before, during or after a show on Prime Video, Twitch, live sports, Fire TV Channels and third-party streaming apps. You set a daily budget and a maximum price per 1,000 impressions (CPM). There is no minimum spend.

It is built for brands and book vendors that sell on Amazon, and for US businesses that do not. Checked against Amazon's help pages, product page and API docs in October 2026.

Sponsored TV or Streaming TV?

The same product under three names:

Amazon's product page says "Sponsored TV is now a part of Amazon's wider streaming TV ads offering". Do not confuse it with the Streaming TV campaigns of Amazon DSP, which buy the same screens programmatically (the two compared).

How it works

1. You set a budget and dates. The campaign pauses when it reaches its daily budget and resumes the next day.
2. You add a video: your own, one generated with AI in the console, or one made by Amazon's creative services.
3. You choose who sees it: audiences picked by Amazon's AI, or your own (shoppers in a category, interests, lifestyles), plus locations.
4. Amazon reviews the ad, usually within 24 hours.
5. Viewers act from the couch: they scan a QR code to open your product page or Brand Store on their phone, or add the product to their cart with the TV remote.

Every step of the set-up.

Where the ads appear

• Amazon's own services: Prime Video, Twitch, live sports, Fire TV Channels.
• Third-party apps through Amazon Publisher Direct, for example Tubi, Paramount+, Pluto TV, The Roku Channel, Crunchyroll, Bloomberg and NBA League Pass. The list varies by country.

What you measure

Amazon counts results over 14 days after a view or a click (a QR scan counts as a click):

• Branded searches: searches for your brand on Amazon after the ad.
• New-to-brand orders and sales: buyers who had not bought from your brand in 12 months.
• Product page views and add-to-carts.
• Reach (people and households) and video completion.

Streaming TV is a brand-awareness ad. Judge it on these figures, not on the cost of a sale.

Who can use it, and where

• Sellers registered as brand owners in Brand Registry, and vendors.
• Book vendors, in the US only (the rules for authors).
• US businesses that do not sell on Amazon.
• Countries: the US, Canada, Mexico, Brazil and the UK.

Health and personal care advertisers, adult products and used or refurbished products are excluded.

Frequently asked questions

Is Sponsored TV the same as Prime Video ads?

Prime Video is one of the places a Streaming TV ad can run. The set-up in Amazon's help has no step to pick one service. To buy Prime Video alone, Amazon DSP has its own Prime Video campaign.

How much does Amazon Streaming TV cost?

No minimum. Amazon suggests $150 to $250 a day to start, and the guides suggest bids of $10 to $25 per 1,000 impressions. The full cost.

Can viewers click a Streaming TV ad?

Not on a TV. They scan a QR code or use the remote. Amazon refuses a video with a "Shop now" or "Learn more" call to action.

Sources

• Understand Streaming TV, Amazon Ads
• Streaming TV eligibility requirements, Amazon Ads
• Create a Streaming TV campaign, Amazon Ads
• Amazon Publisher Direct (APD) Streaming TV publishers, Amazon Ads
• Streaming TV performance metrics, Amazon Ads
• Ad campaign attribution, Amazon Ads
• Streaming TV ads (product page), Amazon Ads
• How to launch and optimize your streaming TV campaign, Amazon Ads

Gloriads is an Amazon Ads automation platform that creates, monitors and optimizes Sponsored Products campaigns for sellers, brands, authors and agencies, by rules you control. See how it works.