Key Takeaways
- Prime Video showcased a packed slate of UK originals, including a first look at Tomb Raider starring Sophie Turner, a new Clarkson's Farm special, and the return of The Lord of the Rings: The Rings of Power on 11 November.
- Prime Video is the first streaming service to join Barb CFlight, the UK's unified TV measurement framework.
- Amazon Ads announced Geographic Insights and Activation and Location-based Interactive Video Ads.
At Amazon's Upfront UK, senior executives from Amazon Ads, Prime Video, and Amazon MGM Studios set out a vision for how brands can connect with UK audiences.
During the presentation, Amazon Ads announced new capabilities including industry-standard measurement coming to Prime Video and location-based ad innovations, alongside an exciting new slate of entertainment and live sports.
Hosted by Katherine Ryan, who stars in the upcoming third series of two-time BAFTA winner Last One Laughing UK, the presentation at The Outernet in London featured a live performance from Lily Allen, whose unfiltered biographical documentary series arrives on Prime Video in 2027.
Industry-standard measurement comes to Prime Video
Amazon Ads announced that Prime Video is joining Barb CFlight and will become the first streaming service available through the UK's unified TV measurement framework. Advertisers will be able to plan and measure Prime Video campaigns alongside those running across major UK broadcasters using the same trusted, industry-standard metrics for TV advertising.
Prime Video, which is the UK's leading ad-supported streaming service by monthly reach according to Barb, has been part of the Barb Ads Hub's pre-campaign planner since 2024. Amazon Ads is working with Barb on the new integration, which will be available in 2027.
Bringing local relevance to national campaigns
Amazon Ads announced Geographic Insights and Activation (GIA), which helps advertisers find untapped regional opportunities and act on them with just a click. Using Amazon's first-party retail signals or an advertiser's own, interactive maps show how a brand is performing by region against category benchmarks to reveal where their brand presence is lower. Advertisers can then activate a campaign that automatically optimises bids to reach customers in these high-potential areas where better opportunities exist.
L'Oréal was able to identify and reach low-penetration regions for its Kérastase hair serum in Germany using GIA. It achieved 38% lower cost per sale and 11% lower cost per sale among new-to-brand customers versus its standard always-on display campaign, boosting both efficiency and new customer acquisition. GIA is available to advertisers in the UK now.
Building on the launch of Interactive Video and Pause Ads last year, Amazon Ads announced Location-based Interactive Video Ads on Prime Video. The new format enables advertisers to deliver national campaigns with local relevance, where a single national campaign can feature hundreds of ads with local offers, store locations, or promotions based on region, all from one campaign buy. It makes it easier for advertisers across automotive, restaurants, and retail to drive foot traffic from the streaming experience and will be available by the end of the year.
"Our ambition is simple—to make advertising simpler and more effective for brands, as well as more relevant for viewers," said Phil Christer, Managing Director of Amazon Ads UK, setting out the thinking behind the announcements.
"Our latest innovations will help brands localise national interactive ad campaigns, act on regional growth opportunities, and access industry-standard measurement for Prime Video in the UK. With more reach across premium streaming video and audio than ever before, powered by AI expertise at every step, we're enabling brands to connect with audiences alongside the entertainment and live sport they love."
The presentation also set out how Amazon Ads is expanding reach to simplify buying for brands. Advertisers can now access more than 90% of monthly ad-supported video-on-demand reach, according to Barb, as well as audio brands from the UK's three biggest commercial broadcasters: Bauer Media, Global, and News UK via Octave. Audio reaches audiences that streaming video alone cannot, and Amazon Ads is working with Bauer Media on new research demonstrating the additive value audio offers for achieving brand objectives.
The presentation also featured Amazon Ads Agent, the new connected, AI-first ads platform which brings together Display, Video, and Audio with sponsored ads. It enables advertisers to activate campaigns using manual tools, Amazon's AI optimisation, or a mix of both based on their campaign goals.
Prime Video showcases new original and exclusive entertainment
Phoebe Waller-Bridge, creator, writer, executive producer, and co-showrunner of Tomb Raider, spoke on stage about her highly anticipated new series which reimagines Lara Croft for a new generation with Sophie Turner in the lead role.
Hero Fiennes Tiffin, Donal Finn, and Indira Varma previewed the second series of Emmy-nominated Young Sherlock, one of Prime Video's biggest debut series this year, while Samantha Morton and Phoebe Dynevor joined from set to introduce Dirty, a new Manchester-set crime series from Oscar-nominated writer Matt Charman. Jamie Campbell Bower revealed what's ahead in The Lord of the Rings: The Rings of Power, which returns on 11 November.
Speaking to the scale of the UK slate Nicole Clemens, VP and Head of International Originals at Prime Video and Amazon MGM Studios, said, “Our vision for Prime Video is to be the first-stop entertainment destination. As a studio, we’re focused on the highest-quality, brand-defining storytelling across our entire portfolio. It all comes back to three key questions: will this matter to audiences, will they love it, will they obsess over it?
"Our slate is growing exponentially, and next year, you'll really see that momentum on screen, creating exciting new opportunities to partner together."
Last week Prime Video announced Amazon has invested more than £5 billion in the UK across TV series, movies, live sport, skills and production. The slate of UK originals keeps growing with action-comedy Danger Money starring Ray Winstone, and Alan Carr's Great Big Bucket List, featuring some of Alan's funniest friends tackling bucket list challenges together, which debuts next month.
The presentation also looked ahead to the return of some of Prime Video's biggest UK original shows. Clarkson's Farm, the UK's most-watched Prime Original and winner of the 2026 National Television Award for Best Reality Docuseries, will return for a sixth series.
Last One Laughing UK will also return for a third series in 2026, with Lee Mack, Katherine Ryan, Harry Hill and Richard Ayoade joining host Jimmy Carr. The two-time BAFTA-winning series is the No. 1 streaming video-on-demand comedy season by commercial reach, according to Barb. Uber Eats was showcased as the first-ever sponsor of Amazon's entire comedy portfolio on Prime Video, including Last One Laughing UK.
More unmissable live sport coverage
Prime Video presenter Gabby Logan and four-time Champions League winner Clarence Seedorf celebrated a landmark year for live sport on Prime Video as a third season of UEFA Champions League football begins and the NBA returns in October, with NBA Global Games coming to Manchester in January.
Formula 1 World Champion Lando Norris appeared via video to introduce a new documentary following his title defence, with unprecedented access to his life beyond the racetrack, as part of a sports documentary slate that includes All or Nothing: Manchester United, following the club across an entire season as Champions League football returns to Old Trafford.
Brand partnerships that drive results
Amazon highlighted how Brand Partnership Programmes are integrating brands into Amazon's biggest retail, programming, and cultural moments across one connected customer journey—from genre sponsorships to in-show integrations and fully bespoke partnerships.
The show closed by featuring Twitch, Amazon's interactive livestreaming service where UK creators like AngryGinge, Tubbo, and the Bov Boys now reach millions, and help bring brands and products to life. Streamer ARIatHOME, who melds street performance and mobile music production, performed at the event creating beats and samples all while live streaming.
