Amazon Ads Introduces New Ad Formats in Australia: Brand Sellers Should Prepare Video Assets
Amazon Ads will expand streaming and video advertising in Australia, with Dynamic TV Creative expected to open to Australian marketplace brands in early 2027.
What are the key facts?
- 1Prime Video ad-supported service reaches more than 5.5 million users monthly
- 2Amazon Ads announced several new advertising products in Australia
- 3Dynamic TV Creative is expected to open to Australian marketplace brands in early 2027
- 4Next Up Ads are planned to enter testing later in 2026
What happened?
Amazon Ads announced several advertising products at its Australian Upfront event on September 23. Ad-supported Prime Video in Australia now reaches more than 5.5 million users per month, and viewing time for ads grew 10% from 2024 to 2025. New products include geo-based interactive video ads, Dynamic TV Creative and Next Up Ads. Dynamic TV Creative allows advertisers to upload a single set of assets, after which the system automatically adjusts product images, copy and presentation based on users’ browsing, shopping and viewing signals. It is expected to open to brands selling on Amazon Australia in early 2027. Next Up Ads are planned to enter testing later in 2026. For brand sellers on Amazon Australia and sellers in home, apparel, beauty and consumer electronics, this means on-site advertising will extend further into streaming and video environments, requiring assets better suited to video and interactive ads.
What does this mean for cross-border sellers?
Advertising on Amazon Australia will extend beyond the site into Prime Video, interactive video and streaming, so brand sellers need to prepare video, image and copy assets that systems can adapt. Dynamic TV Creative is expected to open in early 2027 and Next Up Ads are planned for testing later in 2026; sellers should first prepare assets and measurement plans.
What should sellers do now?
- 1For home, apparel, beauty and consumer electronics listings in Amazon Australia brand stores, organize video selling points, product images and short copy, build an asset table by category, check brand-asset gaps, and produce a ready-to-run list.ACoS / ROAS calculator
- 2For Prime Video, Dynamic TV Creative and Next Up Ads in Australia, organize campaign objectives, asset versions and conversion-data fields, use a tool to create an ACoS and ROAS tracking table, and complete a pre-test measurement template.