“This is an important foundation for our performance capabilities,” Moss said.
Creating programmatic value from premium partnerships
Beyond reach, Moss said buyers are interested in simplification.
“One of the things that we very much talk about is the Amazon DSP,” Moss said. “It gives them one place that they can access all their premium inventory, have control, reach, and frequency with our authenticated graph capabilities.”
With Amazon establishing more partnerships with premium publishers in 2025, including Netflix and Disney, Moss said 2026 is a year to help advertisers take advantage of those partnerships programmatically.
“Programmatic has always been important for us,” Moss said. “I think now you see every advertiser embracing it, embracing the data that comes with it, the flexibility that comes with it, the different ways of buying that create flexibility for them, and they want one tool to simplify it.”
Getting brands closer to live sports
Over the past year, Amazon and Prime Video have continued to expand live sports offerings. For example, with the addition of NBA and golf to its Black Friday NFL coverage, Prime Video saw a 40% increase in Black Friday advertisers across categories, including CPG, retail, automotive, travel, and entertainment, the company told ADWEEK in November. In addition, non-endemic advertisers grew nearly 50% year over year for Black Friday.
To continue growing sports, Amazon will meet with brands at CES to focus on creative partnerships that get them closer to the on-field action through contextually relevant creative, integrations into content, and strategic partnerships in games. In 2026, Amazon is also bringing even more sports opportunities, as Moss says the company looks to be “all seasons,” with Amazon DSP adding inventory from the upcoming Winter Olympics and the company heading into its second year with the NBA.
The company is also speaking with clients about its biddable formats for sports, as well as its Live Event Optimizer, an AI-powered and programmatic offering that lets advertisers access audiences during the biggest live sports moments.
“Live Event Optimizer transforms events advertising from what’s really been complex, fragmented, hard-to-catch, the big moments—the game goes into overtime, and the audience builds into a streamlined self-service experience,” Moss said.
Demonstrating more AI-powered creative
Moss said CES is also providing an opportunity to demo more creative capabilities for advertisers, including Creative Agent, an AI-powered tool that analyzes a brand’s assets on Amazon across other sites, compares product features, reads customer reviews, and generates creative briefs and storyboards for campaigns. Moss said the offering is receiving “great customer feedback” so far.
