Prime Video ads now reach 5M Australian viewers—B2B sales teams seeing 2.7x higher consideration rates

Prime Video Ads Are Outperforming Benchmarks — Here’s What That Means for Sales Teams

Amazon’s 2025 Australia Upfront, held on September 26 and hosted by comedian Nina Oyama, dropped numbers that should make every B2B sales professional sit up. Prime Video ads launched in Australia last year and already reach over 5 million ad-supported monthly viewers. More importantly, campaigns on the platform drive 1.3x higher brand awareness and 2.7x higher brand consideration compared to industry benchmarks. Those aren’t vanity metrics. Awareness and consideration are the top-of-funnel signals that feed your pipeline. If you’re not thinking about how streaming ad data can inform your outreach, you’re leaving money on the table.

This isn’t a consumer play. It’s a signal play. When a prospect watches a Prime Video ad for a product or service, they’re revealing intent. The trick is capturing that signal and turning it into a conversation. That’s where MiraReach comes in — but more on that later.

Why Streaming TV Data Matters for B2B Prospect Discovery

Most sales teams still rely on the same tired prospecting sources: LinkedIn lists, purchased contact databases, and the occasional trade show badge scan. Those methods are fine for volume, but they’re terrible for intent. You’re guessing who might be interested. Streaming TV data flips that.

When a user watches an ad on Prime Video — especially an interactive ad that lets them add a product to their Amazon cart via remote — they’ve taken a measurable action. That action is a signal. For B2B sales, the trick is mapping that signal to a business persona. If someone watches an ad for a CRM tool, they’re likely in sales ops or management. If they engage with a cybersecurity spot, they’re probably in IT or compliance.

Amazon’s new interactive video ads and pause ads turn passive viewing into active engagement. The pause ad, for example, transforms a natural break in viewing into a brand moment. For a sales team, that means you can identify accounts where multiple users from the same organisation engaged with a relevant ad. That’s a warm lead, not a cold call.

The Netflix Partnership Changes the Game

Amazon Ads announced a new global partnership with Netflix, giving Australian advertisers direct access to Netflix’s premium ad inventory via Amazon DSP starting in Q4 2025. That means you can plan, manage, and measure streaming TV buys across both Prime Video and Netflix through a single suite of tools called Complete TV, launching in Australia in 2026.

For a sales team, this is huge. You’re no longer limited to one platform’s audience. You can build a unified view of who’s engaging with your ads across the two largest streaming services in the country. That data feeds directly into your prospect list. You know which accounts are seeing your message and which ones are acting on it.

How to Turn Ad Engagement into Sales Conversations

Here’s where the rubber meets the road. You’ve got ad engagement data. Now what?

First, you need a way to capture that data and match it to business accounts. Amazon DSP provides anonymised audience segments, but you need a tool that can translate those segments into actionable prospect lists. That’s the gap most teams miss. They buy the ad, get the report, and then do nothing with it because they don’t have a system to convert impressions into outreach.

Second, you need to personalise your outreach based on the ad they saw. If a prospect engaged with a sponsorship for Deadloch Season 2 — which is set in Darwin and will welcome Luke Hemsworth to the cast — you can reference that in your email. “Saw you were watching Deadloch. Thought you’d appreciate this take on [relevant topic].” It’s disarming. It’s human. And it works because it shows you did your homework.

Third, you need to score those leads. Not all ad engagements are equal. Someone who watched a 30-second spot is different from someone who used an interactive ad to add a product to their cart. Build a scoring model that weights actions like cart additions, pause ad interactions, and repeat views higher than passive impressions.

Sponsorship Models for 2026: What to Watch

Amazon’s enhanced sponsorship model for 2026 includes custom bumpers, IP-driven custom ads, tune-in promotions, and sponsored content rows. For B2B sales, the IP-driven custom ads are the most interesting. If you can align your brand with a show that resonates with your target industry — say, a tech documentary or a business drama — you’re not just buying reach. You’re buying context. And context is what makes a cold email feel warm.

Consider the ICC Women’s Cricket World Cup 2025, which Prime Video will stream live and free for all Australian fans. If your product serves sports organisations or event management companies, sponsoring that coverage gives you a direct line to decision-makers in that space. Your outreach can reference the tournament, the sponsorship, and the shared interest. That’s not spam. That’s relevance.

Building a Holistic Streaming TV Strategy for 2026

Complete TV, launching in Australia in 2026, is Amazon’s answer to the fragmentation problem. It’s a suite of tools in Amazon DSP that lets you plan, manage, and measure streaming TV buys across Prime Video and other publishers, including Netflix. For sales teams, this means one dashboard to see which accounts are engaging with your ads across multiple platforms.

But a tool is only as good as the workflow around it. You need to connect that dashboard to your CRM, your outreach platform, and your meeting scheduling system. That’s where automation becomes critical. Manually exporting lists from Amazon DSP and importing them into your sales tools is a recipe for data decay. By the time you act, the lead is cold.

MiraReach solves that by automating the entire pipeline from ad engagement to outreach. You set the criteria — accounts that engaged with a specific ad, in a specific industry, with a minimum engagement score — and MiraReach builds the prospect list, drafts the personalised email, and scores the inbox for replies. It’s the difference between having data and using it.

What the Numbers Mean for Your Pipeline

Let’s put the Amazon data in context. If Prime Video ads drive 2.7x higher brand consideration, that means a prospect who sees your ad is nearly three times more likely to consider your product than the average viewer of a standard ad. That’s not a small bump. That’s the difference between a lead that needs five touches and a lead that converts in two.

Willie Pang, General Manager of Amazon Ads Australia and New Zealand, and Jessica Roach, Head of Non-Endemic Ads Sales, both emphasised the platform’s ability to reach audiences that traditional B2B channels miss. Non-endemic advertisers — companies selling products not directly related to streaming — are a growing segment. That includes B2B software, consulting services, and professional education. If you’re in one of those categories, Prime Video is now a viable channel.

Hwei Loke, Head of Prime Video ANZ, noted that the platform’s ad-supported tier is growing faster than expected. Over 5 million monthly viewers in less than two years is a strong signal that the audience is there. The question is whether your sales team is ready to act on that signal.

Frequently Asked Questions

How can B2B sales teams use Prime Video ad data for prospecting?

B2B sales teams can use Amazon DSP audience segments to identify accounts where users engaged with relevant ads. By connecting that data to a CRM or outreach platform, you can build prospect lists based on demonstrated interest rather than guesswork. Tools like MiraReach automate this process.

What is Complete TV and when is it launching in Australia?

Complete TV is a suite of tools within Amazon DSP for planning, managing, and measuring streaming TV buys across Prime Video and other publishers, including Netflix. It will launch in Australia in 2026, giving advertisers a single dashboard for cross-platform streaming campaigns.

When does the Netflix partnership with Amazon Ads start in Australia?

The global partnership between Amazon Ads and Netflix gives Australian advertisers direct access to Netflix’s premium ad inventory via Amazon DSP starting in Q4 2025. This means you can buy and measure ads on both Prime Video and Netflix through one platform.

What are interactive pause ads and how do they work?

Interactive pause ads are a new format on Prime Video that transform natural viewing breaks — when a user pauses a show — into brand moments. Viewers can interact with the ad using their remote, such as adding a product to their Amazon cart. For advertisers, this creates a measurable engagement signal beyond a standard impression.

Ready to Turn Streaming Ad Data into Sales Meetings?

You’ve got the data. Prime Video ads are driving awareness and consideration at rates that outperform benchmarks. The Netflix partnership and Complete TV suite are coming. But data without action is just a report. MiraReach helps you automate the bridge between ad engagement and sales conversations — prospect discovery, personalised email outreach, inbox scoring, and meeting prep, all in one platform. Stop guessing who’s interested. Start knowing. See MiraReach plans and build a pipeline that actually reflects what your prospects are watching.