Mumbai: Prime Video and Amazon MX Player have integrated their services to create what the company describes as India’s largest video streaming service for exclusive and original content, offering advertisers a single destination to connect with audiences across premium and free entertainment offerings.
The unified service brings together Prime Video’s local and global content library with Amazon MX Player’s portfolio of original series, unscripted reality shows, micro-dramas and international dubbed content. The integration is expected to create new opportunities for brands to engage consumers through content-led advertising solutions across a wider streaming ecosystem.
Together, the platform hosts six of India’s Top 10 Web Series of All Time, including Mirzapur, Panchayat and The Family Man, with the shows collectively earning nearly 700 national and international awards. The company said the expanded content offering will allow advertisers to align with entertainment properties that have significant cultural relevance and audience engagement.
“The unification of Amazon MX Player with Prime Video significantly uplevels the possibilities for advertisers in India. For viewers, this means more of their favorite content in one place. For advertisers, the new service translates into wider and more engaged audiences in a single destination available for sponsorship and custom creative brand opportunities. This is not just about reach—it is about performance, scale and precision. With our full-funnel advertising solutions, brands can now leverage shoppable formats, integrate within India’s biggest shows, sponsor premium content, and measure real impact from impression to outcome, all within one streaming service powered by trillions of Amazon signals,” said Girish Prabhu, Vice President & Head, Amazon Ads India.
The company said the integration enables advertisers to access audiences across a wide range of content categories, including Prime Video originals, Amazon MX Player originals such as Aashram and Made in India, unscripted formats including Rise and Fall and Hip Hop India, micro-dramas such as Don of Jaunpur and Dil se Dil Tak, and dubbed international titles including Lovely Runner and Arafta.
Powered by Amazon’s advertising ecosystem, the unified platform will enable brands to build awareness, consideration and conversion-led campaigns by leveraging audience insights derived from shopping, browsing and streaming behaviour. Advertisers can use Amazon Ads solutions to reach consumer segments based on interests and shopping personas, including beauty enthusiasts, technology buyers, fashion-focused audiences and health-conscious consumers.
The integration also simplifies campaign planning and execution through Amazon DSP, allowing advertisers to manage campaigns across the combined Prime Video and Amazon MX Player inventory along with Amazon-owned digital properties and other premium publishers through a single platform.
Prime Video and Amazon MX Player will continue to offer interactive advertising formats designed to connect entertainment with commerce. These include shoppable ads that allow viewers to scan QR codes and add products to their carts, along with formats such as branded carousels and pause ads that enable brands to engage audiences during high-attention viewing moments.
The platform will also provide advertisers with opportunities beyond traditional ad placements through content partnerships, including in-show brand integrations, talent-led content, branded bumpers and full-season associations.
With the integration, Prime Video and Amazon MX Player aim to strengthen their position in India’s rapidly expanding streaming market while creating new avenues for brands to build deeper connections with consumers through premium entertainment experiences.
