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Amazon expands Sponsored TV ads to UK, mirroring U.S. success

Amazon is rolling out its Sponsored TV ads in the UK, currently in beta, following a successful launch in the U.S. market.

Why we care. This move opens new advertising opportunities for brands on popular streaming platforms like Freevee and Twitch, leveraging Amazon’s extensive data for targeted ad delivery.

The details.

  • Available to sellers in the Amazon Brand Registry, vendors, agencies and U.S. brands not selling on Amazon.
  • Some categories, like health and personal care, are ineligible.
Amazon connected TV

Between the lines. Amazon’s first-party shopping and streaming data allows for precise targeting, potentially increasing ad effectiveness.

Exceptions. Brands must review Amazon’s guidelines and acceptance policies before launching campaigns, as certain product categories are restricted.

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The big picture. This expansion reflects Amazon’s growing influence in digital advertising, challenging traditional TV ad ******.

What to watch. How UK brands adapt to this new advertising avenue and whether it will impact their overall marketing strategies.

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About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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