Amazon is joining Fox in closing its upfront deals.
Today, ADWEEK learned that Amazon has officially crossed the upfront finish line, seeing volume growth and becoming the second major upfront week presenter to wrap talks.
“Amazon Ads has closed our upfront negotiations with all major holding companies for the 2026–27 season, exceeding our volume goals and sustaining year-over-year growth from new and existing advertisers,” Alan Moss, vp of ad sales, Amazon Ads, said in a statement. “Our growth reflects brands’ continued confidence in Amazon’s full-funnel advertising solutions and deterministic audience reach.”
According to Moss, demand was fueled by Amazon’s broad programming portfolio, including live sports, such as Thursday Night Football, NBA on Prime, and NASCAR; Prime Video’s entertainment slate, such as The Greatest and The Lord of the Rings: The Rings of Power; and young adult titles, such as The Summer I Turned Pretty film, Off Campus, Overcompensating, and Elle.
