Amazon Squares Off Against Advertisers' Biggest Challenge: Streaming Commercials That Run Over and Over

"One of the biggest problems consumers have with ads in the streaming era isn't that they see too many, but rather the same ones multiple times. Approximately 68% of more than 500 respondents to a 2025 survey by market-researcher Epsilon said they most frequently notice repeating advertisements on streaming services - well above what they see on their social-media feeds, mobile apps, websites, TV screens, radio and podcasts."

"To help vanquish what is known in the industry as "ad fatigue," Amazon on Monday said it would work with advertisers to help them make automatic tweaks to commercials, adding different messages or interactive elements to appeal to viewers at different moments. The first exposure to an ad might just consist of a subscriber seeing the basic spot, while subsequent encounters might contain messages that let viewers make an order or see a range of products tied to the pitch."

""Advertisers often use a one-size-fits-all creative, presenting the same ad to each viewer every time," says Fabrice Rousseau, director of CreativeX, a unit at Amazon Ads that provides support to marketers, during a recent interview. "We want to allow advertisers" to use technology to unleash "creative variants.""

"Amazon's technology, dubbed "dynamic TV creative," can call upon factors such as shopping and browsing history, activity on Prime Video, product availability, and geography to adjust product details, on-screen headlines, and interactive options. The Amazon technology will not change the basic creative concept of the commercial"

Consumers frequently notice repeating advertisements on streaming services, creating ad fatigue. Amazon plans to work with advertisers to automatically tweak commercials so different messages or interactive elements appear at different moments. Initial exposure may show a basic spot, while later encounters may include messages that enable ordering or present product ranges tied to the original pitch. The approach targets the common practice of using one-size-fits-all creative that shows the same ad to each viewer every time. Amazon’s dynamic TV creative can use shopping and browsing history, Prime Video activity, product availability, and geography to adjust product details, on-screen headlines, and interactive options, without changing the core creative concept.

Read at Variety