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 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.
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.
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:
If you’re staring at a blank query editor, start with these patterns:
Each segment should have a purpose: prospect, retarget, or loyalty. If you can’t label it in one line, it’s not ready yet.
PVC is a paid feature for eligible Prime Video Channel Partners via AMC. Practically, that means you:
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.
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.
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.
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.
Need hands-on help building and activating AMC audiences in DSP? Explore our DSP Services.
Three activation recipes to test:
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.
No perfect lab conditions needed. You need clean cohorts, a holdout, and a clock.
CTV needs evidence. With PVC in AMC, you track:
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.
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.
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:
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.
PVC turns vibes into variables. You can:
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.
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.
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.
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.
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.
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.
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.
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.
Match refreshes to real behavior. Weekly refreshes work for steady-state. Add mid-week refreshes around big premieres or finales to ride attention spikes.
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.
Pro tips to de-risk your first run:
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.