Amazon has integrated MX Player into Prime Video, uniting free and subscription content under a single platform – and launched a unified advertising offering to match. For brands, this means one buying point spanning Prime Video’s premium audience and MX Player’s mass-reach base, across originals, reality shows, micro-dramas, and dubbed international titles.
The combined library now houses hits like Mirzapur, Panchayat, and The Family Man alongside MX Player titles such as Aashram and Hip Hop India, creating a content spread that runs from premium originals to ad-supported and short-form programming.
Advertisers gain access to Amazon’s shopping, browsing, and streaming data to target audiences by interest and purchase behaviour, supporting campaigns across the funnel – awareness through conversion. Girish Prabhu, VP & Head of Amazon Ads India, called the move a shift toward performance, scale, and precision, adding that brands can now use shoppable formats, integrate with India’s biggest shows, sponsor premium content, and track impact end-to-end within one platform powered by Amazon’s signal network.
Campaigns can also extend beyond streaming to other apps, websites, and premium publishers via Amazon DSP – all planned, run, and measured from a single dashboard.
New interactive formats include QR-enabled ads that let viewers add products to their Amazon cart mid-stream, plus Branded Carousels and Pause Ads. Beyond standard placements, brands can pursue deeper integrations – in-show product placements, talent-led content, branded bumpers, and season-long sponsorships – embedding themselves within content rather than just around it.
