Leading Prime video ads

how can ads delight customers and grow the business?

Prime Video’s default interactive video ad format launched in 2024.

 

My Role and team

I lead Prime Video’s Ad Tech and Monetization UX team, composed of UX designers, researchers, design program managers, and design technologists.

We focus on ad product innovation across SVOD, FAST, Live Sports, and third-party channels (aka all the content on Prime Video). 

Our mission is to transform every ad moment into a seamless, shoppable experience—bridging streaming TV advertising and commerce. Through strategic vision, design leadership, and cross-organizational collaboration, we create interactive formats that delight viewers, empower advertisers, and drive measurable business growth.

Prime video

Prime Video is Amazon’s global streaming service, serving 200M+ customers across 240 territories with thousands of movies, series, and live events available across devices. It delivers premium entertainment through personalized discovery, immersive playback, and seamless viewing experiences that connect audiences worldwide.

Prime Video Ads (PVA)

Launched in January 2024, Prime Video Ads is building a multi-billion-dollar business that enables continued investment in content while improving the ad-supported viewing experience. Its mission: make every ad interactive, and make them entertaining, inspiring, and useful.

PVA focuses on four key investment areas that grow monetization while balancing viewer experience:

  1. Supply utilization

  2. Partner onboarding and monetization

  3. Live events

  4. Ad product innovation

These efforts are driving strong YoY growth in both monthly active users and viewing hours (exact figures redacted for confidentiality).

some of the work we’ve done

⚠️ Due to confidentiality, most full case studies are only available upon request and some metrics below are intentionally redacted.

1. Building the Interactive Ads Framework

Challenge: The original Prime Video design framework did not scale to support advertising use cases. Disjointed ad designs led to inconsistent, low-performing interactive experiences that failed to meet advertiser goals.

Approach: Created Prime Video’s first interactive ads framework, defining new design standards for streaming TV. Unified patterns across devices, integrated with the Prime Video player, and enabled experimentation at scale.

Impact: Improved usability and engagement (+XX% interaction rates), increased advertiser outcomes (+XX% brand awareness, +XX% purchase intent), and drove a XX% lift in advertiser spend and higher eCPMs.

Full case study

A few of the use cases the framework we designed solved for.

2. Defining the Long-Term Vision for Prime Video Ads

An example of our Trivia Ad format.

Challenge: While Prime Video Ads had achieved success through incremental product improvements, there was still a need to look beyond immediate operational needs and envision a bolder future for streaming advertising and secure buy-in across organizations.

Approach: Led a six-week initiative to define the three-year vision for Prime Video Ads, partnering with 30 cross-functional stakeholders across four organizations

Impact: Earned immediate VP-level excitement (“How can we do this in six months?”) and directly informed two 2026 product roadmaps with tangible impacts materializing in 2025.

3. Connecting Prime Video Ads to Amazon Shopping

An example of the Shop the Game format.

Challenge: Viewers and advertisers alike expect interactive ads to connect seamlessly with Amazon retail, but the internal systems across Ads, Shopping, and Prime Video are disconnected.

Approach: Drove strategic discovery across multiple organizations to define the initial connective tissue between Prime Video Ads and Amazon Shopping.

Impact: Launched multiple shoppable ad formats including Shoppable Carousel, Shop the Game, and Shop the Show, enabling new revenue streams and bridging streaming with commerce.

4. Launching AI-Powered Non-Interruptive Ad Formats

An example of our mid-stream ad product.

Challenge: At launch, PVA only supported traditional video ads - the kind we all dislike and find disruptive. When we saw a X% decline in SVOD hours after we launched, we knew we needed to course correct quickly

Approach: Over 15 months, led design of three AI-powered, non-interruptive ad formats (Interactive Pause Ads, Mid-Stream Ads, Next-Up Ads) that complement content instead of interrupting it.

Impact: Improved viewer satisfaction and engagement, amplified brand attention, and unlocked new monetization opportunities through continuous, native ad experiences.