Prime Video had a new game plan for this year’s Black Friday, and it’s helping advertisers score huge engagement numbers.
Prime Video announced that brands saw increased engagement across its Black Friday sports programming this year, which included an NFL game, a Skins Golf game, and an NBA doubleheader.
Among the highlights, advertisers running interactive video ads across two or more sports properties saw a +24% higher interactivity rate versus advertisers in just a single event, according to Amazon’s first-party engagement data. Additionally, Prime Video noted that its Retail Drop-In ads delivered +39% higher engagement than average interactive video formats.
Looking at its individual sports, Amazon said Black Friday football advertisers had a +15% lift in engagement when using interactive video compared to the prior three Thursday Night Football games. Meanwhile, Black Friday NBA interactive video ads were 2.8x more engaging than the average.
Speaking with ADWEEK ahead of Black Friday, Danielle Carney, head of live sports and video sales, Amazon Ads, noted the strength of the platform’s interactive formats.
“We see it on a weekly basis that interactive video ads are driving more engagement and working harder through the funnel to purchase,” Carney said.
In addition to Amazon’s numbers, data and measurement company EDO also reports that viewers were 18% more likely to engage with Black Friday NFL advertisers than during an average ad in the 2025 Thanksgiving NFL games. In addition, Black Friday NBA viewers were 17% more likely to engage with brands online than those watching an average NBA regular-season ad, and Skins Golf viewers were 35% more likely to search for advertised brands versus viewers of other golf programming.
Kevin Krimm, CEO of EDO, said that Black Friday programming has turned into a boon for advertiser engagement.
“Take the Retail Drop-in Ads that were 112% more likely to drive a viewer to engage with the brand than the average ad on TV,” Krimm said in a statement. “That efficacy, coupled with the large audience, means an advertiser would have had to buy 107 average TV ads to get the same total impact.”
