It’s getting harder to stand out on Amazon. You can have a great product, strong reviews, and even a solid listing—but still get pushed down by endless competitors fighting for the same customer attention. Most shoppers don’t buy instantly anymore; they scroll, compare, leave, come back later, and sometimes forget the brand completely.
That’s exactly why more sellers are starting to look beyond Amazon’s search page. One approach gaining serious attention is CTV advertising for Amazon sellers, where brands show video ads on streaming platforms people already use every day on their smart TVs and connected devices.
In this blog, we’ll break down what CTV advertising actually is and why Amazon sellers are using it more.
What Is CTV Advertising?
Connected TV, also known as CTV advertising, is video advertising through internet-connected platforms or devices where content is streamed.
These ads can be posted on:
- Smart TVs
- Fire TV devices
- Streaming apps
- Video-on-demand services
- Ad-supported streaming platforms
CTV ads are digitally targeted in contrast to conventional TV ads. This will allow advertisers to target ads to audiences by interests, behaviour and viewing habits, rather than just demographics.
This presents a new ground for Amazon sellers to get their products in front of consumers outside Amazon’s platform and affect future buying decisions.
This is where tools such as an Amazon streaming TV ads guide can come in handy, as more retailers are seeking to understand the scope of streaming-based advertising.
Why Amazon Sellers Are Turning Toward CTV Advertising
Growing Importance of Brand Awareness
Amazon is a very competitive marketplace. Many products are similar, prices are not far off, and reviews can be quite the same. In these types of settings, brand recognition can be a deciding factor.
While watching TV ads, people do notice the brand, which is the core strategy of CTV advertising. And when the customers scroll for shopping and see a similar brand on Amazon, they are more likely to click and consider it.
Instead of now competing with keywords, brands wanted to show the familiarity among customers and wanted to create a brand that last memory.
Changing Viewing Habits
The days of cable TV watching are over. Many homes now watch television over the Internet, making Internet viewing the go-to entertainment for many people.
The change has led more people to spend time on connected devices, which has provided a great opportunity for advertisers.
Growth of Amazon’s Advertising Ecosystem
Amazon is more than just a marketplace. In today’s world, advertising is made up of streaming platforms and video-based placements.
Much of this is due to ad sales on Amazon Prime Video, which allows brands to place ads directly in Amazon’s own streaming service.
At the same time, Amazon is also rolling out features such as Amazon Sponsored TV ads, which enable sellers to launch video campaigns on Amazon’s ad platform, which streams through its inventory.
All of this falls into the umbrella of Amazon’s full funnel ad strategy, which aims to move past sales and into awareness and consideration stages.
CTV Advertising vs Traditional Amazon Ads
Traditional Amazon ads and CTV advertising work in very different ways.
Traditional Amazon Ads | CTV Advertising |
Focus on immediate sales | Focus on brand awareness |
Keyword-based targeting | Audience-based targeting |
Text and image formats | Video storytelling |
Only on the Amazon platform | Outside Amazon on streaming apps |
Short-term performance | Long-term recognition |
Instead of choosing one, brands now combine both for building awareness and, at the same time, capturing demand when customers are ready to buy.
How Amazon Sellers Use CTV Advertising in Practice
Most sellers don’t replace their Amazon ads with CTV. Instead, they use it as part of a layered strategy.
A common setup includes:
- Sponsored Products for direct search conversions
- Sponsored Brands for visibility inside Amazon
- Amazon Sponsored TV ads for external awareness through streaming platforms
This combination helps sellers stay present across multiple touchpoints. A customer might first see a CTV ad on a streaming platform, then later recognise the same brand while browsing Amazon.
Repeated exposure can strengthen trust and improve conversion rates over time.
Who Should Consider CTV Advertising?
CTV advertising may be a good fit for:
- Established Amazon sellers with consistent sales
- Brands looking to expand recognition
- Products that benefit from visual storytelling
- Businesses moving beyond only PPC campaigns
Smaller sellers may still start with Amazon ads first and add CTV later as they scale.
Conclusion
CTV now drives Amazon sellers’ thinking on growth. Brands are now creating awareness not just in search-based ads, but also in places where people spend time daily.
In addition to Amazon ads, CTV can be a piece of the bigger picture to help customers find, recognise, and ultimately trust a brand before they even click “buy.”
At Lezzat, we recognise the continuing evolution of advertising, whether in the Amazon Prime Video advertising, the Amazon Sponsored TV ads or the larger streaming environment. The shift to full-funnel thinking has made us an ideal partner for brands to establish visibility that lasts longer than a single click and to support more sustainable growth.
Frequently Asked Questions
What are the advantages of CTV advertising?
CTV advertising enables brands to reach audiences even earlier in the buying journey, increase visibility with video storytelling and enhance brand recall. It also helps with overall visibility other than search ads.
How does CTV advertising work?
CTV ads are targeted to audiences and are displayed on streaming platforms and smart TVs instead of using keywords. Amazon is using shopper data and behavioural information to display pertinent ads to the correct users.
Is CTV advertising only for big Amazon sellers?
Yes, a lot of Amazon sellers – from small to medium-sized – are also dipping their toes into CTV advertising and testing with flexible budgets. As the streaming ad options increase, it’s getting more accessible.
Why is CTV getting more attention now?
TV viewers are moving from traditional TV to streaming services, which will provide more opportunities for video ads. Brands are adapting to this shift of attention to remain visible.
Do I need a professional video ad for CTV campaigns?
High-end production is not always required. Clear messaging and strong branding often matter more than complex visuals, especially when working with Lezzat to build effective CTV campaigns.
