You’ve been buying streaming ads kind of blind for years. You know someone watched, maybe even clicked. But did it actually move product? Here’s the unlock. You can link Prime Video viewing patterns to shopping behavior in Amazon Marketing Cloud (AMC). Then activate those audiences in Amazon DSP and Sponsored Ads. No custom integration. No mystery math. Just cleaner decisions.
The kicker: Prime Video Channel Insights (PVC) brings show-level engagement to your measurement stack. Down to title, type, and viewing intensity. Now you can see which entertainment signals line up with your best customers. If your CTV budget needs proof, PVC gives you ammo.
And because AMC now lives inside your Amazon Ads console, it’s easier. Templates and AI assists mean you don’t need to be a SQL wizard. You subscribe to the PVC paid feature. You query pseudonymized, privacy-safe data. Then you push audiences live. That’s how you turn "We think CTV works" into "Here’s the audience, the overlap, and the ROAS."
TL;DR
- PVC adds Prime Video viewership signals to your AMC queries.
- Build and activate AMC audiences in Amazon DSP and Sponsored Ads.
- Identify audience overlap and genre affinities to plan smarter.
- Privacy-safe: pseudonymized, aggregated, with strict thresholds.
- Available to eligible Prime Video Channel Partners; AMC is accessible in the Amazon Ads console.
What PVC Gives You
The three signals you unlock
PVC delivers three core elements through AMC: content title info, classification, and show-level engagement. Put them together to map taste clusters. Think “crime-series binge-watchers” or “family-movie night” fans. Then tie those to shopping behavior and ad exposure.
- Title metadata: Know which specific shows or movies drive engagement.
- Content type: Group by format and genre to find patterns.
- Engagement: Understand viewing depth, recency, and intensity at a show level.
For documentation and table specifics, see Amazon’s official guide: Prime Video Channel Insights (PVC) paid feature in AMC.
Add a practical lens. Those engagement elements are optimization hooks, not trivia. Depth hints at binge potential, great for sequential messaging. Recency helps time bids around new episodes. Intensity, like completion and repeat views, flags super-fans. They tolerate longer creatives or higher frequency without burning out. Together, they show where to lean in—and what to leave alone.
Why this isn’t just nice
Truth: most CTV reporting stops at reach and completion rates. With PVC inside AMC, you can analyze audience overlap. Use your customer file via clean-room match. Join ad interactions, commerce events, and Prime Video viewing. That’s your bridge from awareness to action.
Example: You find a specific series audience shows a 22% higher add-to-cart rate. That’s after they see your Sponsored Brands campaign. You bias DSP targeting toward that series’ affinity cluster. Widen bids. Time creatives for new-episode drops.
First‑hand example: A mid-market snack brand layered genre affinity, comedy series fans, with recent browsing of party supplies. The PVC-backed audience outperformed their generic in-market segment on detail page views and new-to-brand orders. They did it without raising CPMs.
Zooming out, this changes your planning math. Instead of betting big on generic "CTV adds reach," you can:
- Identify overlapping high-value cohorts and suppress everyone else.
- Sequence creative: fast-cut teaser to broad genre, longer demo to super-fans.
- Forecast spend around content calendars, premieres, finales, and holiday marathons.
Turn signals into segments
If you’re staring at a blank query editor, start with these patterns:
- Binge cluster: viewers with high engagement on a single series in the last 14–30 days.
- Genre + recency: fans of a genre in the last 7 days with at least one product detail page view.
- Cross-title explorers: people who watched two or more titles within a theme, like true crime, and engaged with your category.
- Tentpole timing: recent viewers of a new season plus your past purchasers for a loyalty message.
Each segment should have a purpose: prospect, retarget, or loyalty. If you can’t label it in one line, it’s not ready yet.
Who Gets Access
Eligibility and sign in
PVC is a paid feature for eligible Prime Video Channel Partners via AMC. Practically, that means you:
- Sign in to your Amazon Ads account and open AMC in the "Measurement & Reporting" section.
- Subscribe to the Prime Video Channel Insights, PVC, paid feature inside AMC.
- Run queries via the AMC interface or API. No new endpoints required.
Important context: AMC access expanded in 2025. More Sponsored Ads advertisers can use AMC templates and AI tools from the console. PVC remains for eligible Prime Video Channel Partners. But the workflow lives in your existing AMC environment.
Login and setup flow
- AMC login: Use your Amazon Ads credentials. No separate AMC sign-in.
- Provisioning: Accept PVC terms in AMC. Then the PVC tables appear.
- Start small: Use a pre-built template to analyze audience overlap with your brand customers.
- Expand: Add shopping events, detail page views and add-to-cart, and ad exposure to quantify lift.
First‑hand example: A streaming channel partner turned on PVC, found top-performing watch segments, and pushed an AMC audience to DSP. The follow-on Sponsored Display retargeting reduced cost per new-to-brand order week-over-week.
Time to value checklist
Want momentum in week one? Try this order of operations:
1) Run an overlap report: Which titles or genres index high with your existing converters? 2) Build two audiences: one PVC-informed prospecting segment, one PVC plus shopping retargeting segment. 3) Push to DSP: Set conservative caps. Watch frequency and CTR by cohort. 4) Layer Sponsored Brands or Sponsored Display to capture spillover intent. 5) Report back in AMC: DPVs, ATC rate, NTB orders. Simple, observable metrics.
Keep it simple, ship it, then iterate.
From stream to sale
Overlap and activation
PVC helps you find and test high-affinity clusters by show, seasonality, or genre. Inside AMC, build audiences with streaming, shopping, and ad interaction logic. Then activate through Amazon DSP and eligible Sponsored Ads. You can time campaigns to content drops. Even for "Watch for free" titles, formerly Freevee, and ride engagement waves.
- Overlap: Compare your CRM hash keys, via clean room, to show-based cohorts.
- Activation: Push AMC audiences into DSP for prospecting or retargeting.
- Spillover: Use Sponsored Brands and Sponsored Display to capture intent.
Need hands-on help building and activating AMC audiences in DSP? Explore our DSP Services.
Three activation recipes to test:
- Prospecting with proof: Target high-intensity viewers of a genre tied to your NTB orders. Goal: reach and NTB growth.
- Mid-funnel education: Re-engage viewers who watched related titles and visited a detail page but didn’t add to cart. Goal: DPVs to ATC lift.
- Loyalty nudge: Hit past purchasers who watch a relevant series with accessories or refills. Goal: repeat purchase rate.
Close the loop
You’re not stuck with proxy KPIs. Tie video ad engagement and PVC cohorts to detail page views, add-to-cart rates, and conversions. Then you can actually see when streaming exposure lines up with shopping. This is very useful for non-endemic advertisers selling off-Amazon. They still want to model uplift or drive on-Amazon discovery.
First‑hand example: A home fitness brand saw overlap between late-night series viewers and high-intent traffic to resistance-band detail pages. They dayparted DSP bids to those hours, then expanded Sponsored Brands placements. ROAS lifted without increasing budget.
Simple measurement plan
- Define your north-star: NTB orders for growth, or ROAS for efficiency.
- Create a holdout: Keep a comparable cohort unexposed for two weeks.
- Set readouts: weekly, leading indicators like CTR and DPV; bi-weekly, ATC; 4-week, orders and NTB%.
- Pre-commit thresholds: continue if NTB +15% or DPV +20%. Pivot if flat.
No perfect lab conditions needed. You need clean cohorts, a holdout, and a clock.
CTV metrics and creative
Metrics CFOs nod
CTV needs evidence. With PVC in AMC, you track:
- Reach and frequency across cohorts you actually care about.
- Click-through rate and view-through by genre affinity.
- New-to-brand orders tied to streaming-informed audiences.
- Return on ad spend signals across the DSP plus Sponsored Ads mix.
Because AMC’s architecture is pseudonymized and aggregated, you get privacy-safe insights. Enough resolution to optimize without exposing individuals.
Add a pacing layer. Review weekly at the cohort level. Trim spend on segments with rising frequency and flat DPV-to-ATC conversion. Double down where incremental NTB is real and stable.
Creative and planning tips
- Hook to content moments: shift creatives to align with premieres or finale weeks.
- Format fit: comedy cohorts prefer shorter, punchier cuts. Drama cohorts tolerate longer.
- Message match: mirror tone and pacing from the shows without violating IP.
- Budget bias: allocate more to cohorts with proven DPV and add-to-cart lift.
First‑hand example: An electronics brand ran two cuts. The "tech specs" variant crushed with sci‑fi series fans. The "lifestyle" cut resonated with family-movie viewers. PVC-guided creatives boosted CTR and stabilized frequency without fatigue.
Bidding and frequency guardrails
- Start with modest bids. Let early CTR and DPV traction guide raises.
- Cap frequency based on cohort intensity. Super-fans handle more touches. Casual viewers don’t.
- Use sequential messaging: teaser, product benefit, offer. Retire steps quickly when fatigue shows.
Creative ops that scale
- Build a micro-library: 6-, 10-, 15-, and 30-second cuts with a shared hook and CTA.
- Create a “genre-skim” line: a quick intro or motif that shifts tone by cohort.
- Plan handoffs: DSP for reach. Sponsored Ads to catch the click-ready moments.
Privacy markets technical notes
Privacy by design
AMC’s clean-room model uses pseudonymization, aggregation thresholds, and strict security controls. You analyze behavior but never see personally identifiable information. PVC data follows the same rules. You can present insights to legal and procurement with confidence.
What that means practically:
- Small cohorts may be suppressed to maintain privacy.
- You work with aggregates, counts and rates, not raw identities.
- Data is used to plan and measure responsibly, not to micro-target individuals.
Markets API implementation
PVC is available in key markets: the U.S., Canada, Japan, and Australia. Plans call for broader expansion in early 2026. Better yet, Prime Video viewership data arrives through existing AMC API endpoints. If you’re already using AMC, there’s no new pipe to stand up.
You also get pre-built templates and AI-assisted query tools inside the Amazon Ads console. Translation: start with audience overlap. Then layer in ad exposure and commerce events as you learn. The interface is designed so "I know the question" beats "I know the SQL."
First‑hand example: A CPG team began with a template overlap report. They found a niche documentary cohort that over-indexed on pantry restocks. They spun up a low-CPM test in DSP. Kept the winner, killed the rest. Classic portfolio iteration.
Data freshness and thresholds
- Expect privacy thresholds to hide super-narrow segments. Build broader seed cohorts.
- Audience sizes can vary with the content calendar. Plan refreshes around big drops.
- When segments shrink, hold your bid, not your breath. Stability matters more than spikes.
Fast forward
Smarter segmentation
PVC turns vibes into variables. You can:
- Build genre or title-based seed audiences and scale them with lookalikes in DSP.
- Pace budgets around new episode drops to ride organic spikes.
- Attribute downstream actions in AMC instead of guessing with vanity metrics.
Non endemic goldmine
If you sell beyond Amazon, you still want entertainment cues tied to intent. PVC moves you closer to causal signals. "People who watch X behave like Y when they see Z." That lets you prove incrementality, not just reach.
First‑hand example: An auto insurer found thriller-series fans engaged more with “peace-of-mind” messaging. They shifted tone and tightened frequency caps. Site quote starts improved without raising media spend.
Category specific plays
- CPG: pair family-movie viewers with replenishment reminders and coupons.
- Consumer electronics: target sci‑fi or tech-documentary fans with spec-driven creative.
- Home and garden: weekend viewers of lifestyle series with seasonal offers.
- Fitness: late-night viewers who browse equipment pages—lean into dayparting.
- Entertainment partners: cross-promote new releases to adjacent-genre fans.
Pulse check
- PVC adds title, type, and engagement signals from Prime Video into AMC.
- You can measure audience overlap and link streaming exposure to commerce.
- Activation flows from AMC into Amazon DSP and Sponsored Ads.
- Privacy is baked in via pseudonymization and aggregation thresholds.
- Available for eligible Prime Video Channel Partners. AMC is accessible within the Amazon Ads console.
Success in 90 days
- Weeks 1–2: Overlap analysis, two audiences live, first readout.
- Weeks 3–6: Creative sequencing by cohort, daypart tests, bid tuning.
- Weeks 7–10: Holdout evaluation, scale winners, retire laggards.
- Weeks 11–12: Finance-ready summary: NTB lift, ROAS movement, stable reach.
FAQ
Who can use Prime Video
PVC is a paid AMC feature for eligible Prime Video Channel Partners. AMC access is now broadly available in the Amazon Ads console. PVC tables surface only for accounts that are provisioned and subscribed to the PVC paid feature.
How do I sign in
Use your Amazon Ads login. Go to Measurement & Reporting. Open Amazon Marketing Cloud. Subscribe to the Prime Video Channel Insights, paid, feature. Once terms are accepted, the PVC tables appear in your AMC environment. No additional technical integration.
Which markets are supported today
PVC is available in the U.S., Canada, Japan, and Australia. There are plans to expand globally in early 2026. As with any AMC data source, availability can vary by region and partner eligibility.
What data do I actually
Three pillars: content title information, classification, movie, series, genre, and show-level engagement metrics. Combine these with AMC’s other data, shopping behavior, ad interactions, and your uploads. Then analyze overlap, build audiences, and measure downstream actions.
Is the data privacy safe
AMC enforces a pseudonymized, aggregated data model with strict thresholds. You never see personally identifiable information. PVC follows the same privacy standards. Analyses stay at an aggregate, privacy-first level.
Can I combine PVC with
Yes. Use AMC’s clean-room match to bring in your hashed customer data. Then join it to ad interaction and commerce events to understand overlap and performance. No personal information is exposed.
How granular are the show
PVC provides show-level signals with title and classification context. It’s built for planning and optimization, not frame-by-frame targeting. Insights stay at a responsible level of aggregation.
How often should I refresh
Match refreshes to real behavior. Weekly refreshes work for steady-state. Add mid-week refreshes around big premieres or finales to ride attention spikes.
Any gotchas when activating into
Watch for privacy thresholds with small segments. Cap frequency early. Avoid overfitting to a single title. Start broad, genre plus recency, then narrow as signal repeats.
Get PVC live in AMC
- Confirm you’re an eligible Prime Video Channel Partner.
- Sign in to your Amazon Ads account. Open AMC under Measurement & Reporting.
- Subscribe to the Prime Video Channel Insights, paid, feature.
- Open a template for audience overlap. Set a date range.
- Add shopping signals, detail page views and add-to-cart, to your query.
- Create an AMC audience segment based on high-affinity cohorts.
- Push the audience to Amazon DSP. Set bids and frequency caps.
- Run a Sponsored Brands or Sponsored Display follow-up and measure lift in AMC.
Pro tips to de-risk your first run:
- Start with two cohorts max. Avoid spaghetti testing.
- Put soft guardrails on frequency, like 2–3 per day while learning.
- Pre-define your stop and scale rules, so you move fast without second-guessing.
When you stitch streaming behavior with commerce signals, CTV stops being a glossy line item. It starts acting like a performance channel. PVC inside AMC gives you the levers. Show-level affinity, audience overlap, and activation paths that connect to outcomes you can show finance. Start with one overlap query. Ship one audience. Let the data decide your next creative and budget move. That’s how you turn "brand" spend into growth spend.
Want to operationalize AMC with governed workflows, templates, and automations? Get started with AMC Cloud.
