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Amazon ushered in a new era for television advertising when it converted Prime Video into an ad-supported experience by default in 2024. By the middle of this year, some 130 million U.S. viewers were on Prime Videos ad tier, watching between four and six minutes of ads per hour, according to an Adweek report. The move is part of the companys long-term plan to dominate television advertising as viewership shifts from traditional broadcast and cable TV to streaming platforms. The digital advertising landscape is rapidly evolving with streaming TV becoming mainstream, says Kelly MacLean, VP of Amazon DSP, the companys ad-buying platform. Under MacLean, Amazons been rolling out a slew of adtech tools to help businesses of all sizes reach viewers on Prime Video and even streaming rivals, including Netflix, NBCUniversal, and Disney. Amazons also helping with the creative side: It introduced an AI-powered video generator earlier this year that allows advertisers to easily create their own spots. Amazons investments are paying off. For the past decade, the companys cloud-computing arm, AWS, has been the engine powering Amazons dominance. AWS brought in $91 billion in revenue in the first nine months of 2025, up 18% year over year. Amazon Ads is shaping up to be the next juggernaut: Its taken in $47 billion so far this year, and grew 24% last quarter. Jay Richman, Amazons vice president of creative experiences, says Amazon operates one of the most vast and sprawling ad networks on the planet. Amazon is now preparing to turn this sprawling network into a well-oiled machine with the help of generative AI. At its annual unBoxed conference, which is being held this week in Nashville, Amazon is unveiling a suite of agentic AI tools that will do everything from brainstorm creative concepts and produce video ads to advise advertisers of all sizes on where to place the finished campaigns for the most impact. The result, says Richman, is taking an advertising process that traditionally requires weeks of work and significant financial investment and transforming it into something that can be accomplished within a few hours at no additional cost to advertisers. Heres a look at whats coming. Unifying the streaming ad market Though other major tech companies, including Google and Meta, have been integrating AI in their advertising products to make certain tasks easier for ad buyers, Amazon is unique in positioning its DSP platform as the go-to place for buying television ads. Over the past two years, Amazon Ads has secured partnerships with major publishers including Netflix, Paramount, Fox Corp, NBCUniversal, Disney, and Roku, allowing advertisers to gain access to the partners inventory. The Disney and Roku partnerships were announced just in time for Cannes this past summer. In September, Amazon and Netflix announced a plan to offer programmatic buying on Netflixs Ads Plan. MacLean says that Amazon has been able to notch deals with every major streamereven its rivalsbecause its adding value for them through capabilities like Amazon Cloud Publisher, a service that helps streamers and others use Amazons data to make their ad inventory more valuable. Even as Amazon creates new tech and services to help publishers, it’s making it easier for a wide range of advertisersfrom big brands to small businessesto start running ads. And that begins by offering them a unified platform. Behind the scenes, MacLeans team has rebuilt the backend of Amazons ad platform to allow advertisers to buy targeted spots not on Amazons own properties and across the wider internet. MacLean says that Amazon is using AI to harness the trillions of signals it has about consumers shopping and viewing habits to help target the right people at the right time and on the right platform. A lot of advertisers are just dealing with mass fragmentation, MacLean says. They’re duplicating who they’re reaching. They’re wasting media dollars. So our focus has been on how to innovate and help marketers through these challenges, making it easier to distribute their ad spend in a way that can reach the right users. Introducing AI agents Amazon is showcasing its next slate of tools and services for digital and video advertisers at unBoxed this week. One of the new features is Campaign Manager, which unifies the ads console and Amazon DSP into an individual media buying tool, allowing advertisers of all sizes to manage their campaigns through one entry point. But the most groundbreaking new features take the form of agentic AI. The company has a new Creative Agent tool that will be integrated into the unified Amazon Ads console. Advertisers will be able to summon the tool via chat to make streaming and sponsored ads for television and elsewhere. Using natural language prompts, advertisers can ask the Creative Agent to conduct audience research, brainstorm concepts and create storyboards, and even produce display and video ads using generative AI. This is truly game-changing for the industry, allowing mid-market and small brands to design creative ad campaigns and professional-quality advertisements that were previously only accessible to large brands with substantial resources,” Richman says. Once those ads are complete, Amazons new Ads Agent tool, which can be accessed via a chat window throughout the Amazon Ads platform, offers recommendations on how advertisers can improve the efficacy of their campaigns. An advertiser, for example, could upload a custom media plan and let the tool configure all the campaign structures and the ad groupsor let it optimize all of the advertisers campaigns at scale using only natural language. The goal for every brand is reaching the right people wherever they are and having compelling ads that drive those business results, MacLean says. But with our vast offerings, we’ve heard from customers that they also need a more streamlined process. The Ads Agent tool is designed to be the specialist that can help simplify everything. Other products Amazon announced include Full-Funnel Campaigns, an agentic AI tool that will make advertising easier to launch and manage across multiple channels and formats, and sponsored product videos, which let advertisers showcase products within the Amazon store. Unlike traditional short video ads, these product videos will offer deeper demonstrations and highlight key features. Customers can browse between videos, skip to specific sections, and click through to the product detail page on Amazon for more informationcreting a more interactive and personalized shopping experience. The goal is to provide shoppers more information at a glance than is possible today with just static product shots, Richman says. MacLean says that the ultimate goal with all these tools is to make Amazon Ads the best place to buy advertising. Were going to continue to simplify, automate, and drive performance, she says. Amazon, it seems, is becoming the everything store for advertisers.
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E-Commerce
It’s up to the U.S. Supreme Court and Congress to decide when full payments will resume under the SNAP food aid program that helps 1 in 8 Americans buy groceries, as some wonder how they will feed their families without government assistance.The Supreme Court is expected to rule Tuesday on a request from President Donald Trump’s administration to keep blocking states from providing full Supplemental Nutrition Assistance Program benefits, arguing the money might be needed elsewhere.The seesawing rulings mean that beneficiaries in some states, including Hawaii and New Jersey, have received their full monthly allocations while in others, such as Nebraska and West Virginia, they have received nothing.The legal wrangling could be moot if the U.S. House adopts and Trump signs legislation to quickly end the federal government shutdown. An urgent need for beneficiaries The cascading legal rulings plus the varying responses of each state to the shutoff means people who rely on SNAP are in vastly different situations. Some have all their benefits, some have none. In states including North Carolina and Texas, beneficiaries have received partial amounts.In Pennsylvania, full November benefits went out to some people on Friday. But Jim Malliard, 41, of Franklin, said he had not received anything by Monday.Malliard is a full-time caretaker for his wife, who is blind and has had several strokes this year, and his teenage daughter, who suffered severe medical complications from surgery last year.That stress has only been compounded by the pause in the $350 monthly SNAP payment he previously received for himself, his wife and daughter. He said he is down to $10 in his account and is relying on what’s left in the pantry mostly rice and ramen.“It’s kind of been a lot of late nights, making sure I had everything down to the penny to make sure I was right,” Malliard said. “To say anxiety has been my issue for the past two weeks is putting it mildly.”The political wrangling in Washington has shocked many Americans, and some have been moved to help.“I figure that I’ve spent money on dumber stuff than trying to feed other people during a manufactured famine,” said Ashley Oxenford, a teacher who set out a “little food pantry” in her front yard this week for vulnerable neighbors in Carthage, New York. SNAP has been the center of an intense fight in court The Trump administration chose to cut off SNAP funding after October due to the shutdown. That decision sparked lawsuits and a string of swift and contradictory judicial rulings that deal with government power and impact food access for some 42 million Americans.The administration went along with two rulings on Oct. 31 by judges who said the government must provide at least partial funding for SNAP. It eventually said recipients would get up to 65% of their regular benefits. But it balked last week when one of the judges said it must fund the program fully for November, even if that means digging into funds the government said need to be maintained in case of emergencies elsewhere.The U.S. Supreme Court agreed to pause that order.An appeals court said Monday that full funding should resume, and that requirement is set to kick in Tuesday night unless the top court takes action again. Congressional talks about reopening government The U.S. Senate on Monday passed legislation to reopen the federal government with a plan that would include replenishing SNAP funds.Speaker Mike Johnson told members of the House to return to Washington to consider the deal a small group of Senate Democrats made with Republicans.Trump has not said whether he would sign it if it reaches his desk, but told reporters at the White House on Sunday that it “looks like we’re getting close to the shutdown ending.”If the deal is finalized, it’s not clear how quickly SNAP benefits might start flowing.Still, the Trump administration said in a Supreme Court filing Monday that it shouldn’t be up to the courts.“The answer to this crisis is not for federal courts to reallocate resources without lawful authority,” Solicitor General D. John Sauer said in the papers. “The only way to end this crisis which the Executive is adamant to end is for Congress to reopen the government.” Associated Press reporter Cara Anna in Carthage, New York, contributed. Geoff Mulvihill and Margery Beck, Associated Press
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E-Commerce
The Senate passed legislation Monday to reopen the government, bringing the longest shutdown in history closer to an end as a small group of Democrats ratified a deal with Republicans despite searing criticism from within their party.The 41-day shutdown could last a few more days as members of the House, which has been on recess since mid-September, return to Washington to vote on the legislation. President Donald Trump has signaled support for the bill, saying Monday that “we’re going to be opening up our country very quickly.”The final Senate vote, 60-40, broke a grueling stalemate that lasted more than six weeks as Democrats demanded that Republicans negotiate with them to extend health care tax credits that expire Jan. 1. The Republicans never did, and five moderate Democrats eventually switched their votes as federal food aid was delayed, airport delays worsened and hundreds of thousands of federal workers continued to go unpaid.House Speaker Mike Johnson urged lawmakers to start returning to Washington “right now” given shutdown-related travel delays, but an official notice issued after the Senate vote said the earliest the House will vote is Wednesday afternoon.“It appears our long national nightmare is finally coming to an end,” said Johnson, who has kept the House out of session since mid-September, when the House passed a bill to continue government funding. How the stalemate ended After weeks of negotiations, A group of three former governors New Hampshire Sen. Jeanne Shaheen, New Hampshire Sen. Maggie Hassan and Independent Sen. Angus King of Maine agreed to vote to advance three bipartisan annual spending bills and extend the rest of government funding until late January. Republicans promised to hold a vote to extend the health care subsidies by mid-December, but there was no guarantee of success.Shaheen said Monday that “this was the option on the table” after Republicans had refused to budge.“We had reached a point where I think a number of us believed that the shutdown had been very effective in raising the concern about health care,” she said, and the promise for a future vote “gives us an opportunity to continue to address that going forward.”The legislation includes a reversal of the mass firings of federal workers by the Trump administration since the shutdown began on Oct. 1. It also protects federal workers against further layoffs through January and guarantees they are paid once the shutdown is over.In addition to Shaheen, King and Hassan, Democratic Sen. Tim Kaine of Virginia, home to tens of thousands of federal workers, also voted Sunday in favor of moving forward on the agreement. Illinois Sen. Dick Durbin, the No. 2 Democrat, Pennsylvania Sen. John Fetterman and Nevada Sens. Catherine Cortez Masto and Jacky Rosen also voted yes. All other Democrats, including Senate Democratic leader Chuck Schumer of New York, voted against it.The moderates had expected a larger number of Democrats to vote with them as 10 to 12 Democratic senators had been part of the negotiations. But in the end, only five switched their votes the exact number that Republicans needed. King, Cortez Masto and Fetterman had already been voting to open the government since Oct. 1. Many Democrats call the vote a “mistake” Schumer, who received blowback from his party in March when he voted to keep the government open, said he could not “in good faith” support it after meeting with his caucus for more than two hours on Sunday.“We will not give up the fight,” Schumer said, adding that Democrats have now “sounded the alarm” on health care.Independent Sen. Bernie Sanders of Vermont, who caucuses with the Democrats, said giving up the fight was a “horrific mistake.” Sen. Chris Murphy, D-Conn., agreed, saying that voters who overwhelmingly supported Democrats in last week’s elections were urging them to “hold firm.”House Democrats swiftly criticized the Senate.Texas Rep. Greg Casar, the chairman of the Congressional Progressive Caucus, said a deal that doesn’t reduce health care costs is a “betrayal” of millions of Americans who are counting on Democrats to fight.Others gave Schumer a nod of support. House Democratic leader Hakeem Jeffries had criticized Schumer in March after his vote to keep the government open. But he praised the Senate Democratic leader on Monday and expressed support for his leadership throughout the shutdown.“The American people know we are on the right side of this fight,” Jeffries said Monday, pointing to Tuesday’s election results. Health care debate ahead It’s unclear whether the two parties would be able to find any common ground on the health care subsidies before a promised December vote in the Senate. House Speaker Mike Johnson, R-La., has said he will not commit to bringing it up in his chamber.On Monday, Johnson said House Republicans have always been open to voting to reform what he called the “unaffordable care act” but again did not say if they would vote on the subsidies.Some Republicans have said they are open to extending the COVID-19-era tax credits as premiums could skyrocket for millions of people, but they also want new limits on who can receive the subsidies. Some argue that the tax dollars for the plans should be routed through individuals.Senate Appropriations Committee Chairwoman Susan Collins said Monday that she’s supportive of extending the tax credits with changes, like new income caps. Some Democrats have signaled they could be open to that idea.“We do need to act by the end of the year, and that is exactly what the majority leader has promised,” Collins said.Other Republicans, including Trump, have used the debate to renew their yearslong criticism of the law and called for it to be scrapped or overhauled.In a possible preview, the Senate voted 47-53 along party lines Monday not to extend the subsidies for a year. Majority Republicans allowed the vote as part of a separate deal with Democrats to speed up votes and send the legislation to the House. Associated Press writers Seung Min Kim, Michelle Price and Stephen Groves contributed to this report. Mary Clare Jalonick, Lisa Mascaro and Kevin Freking, Associated Press
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E-Commerce
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