Amazon Ads is setting its sights on India as not just a fast-growing market but a centre for global innovation. According to Gulshan Verma, director of Amazon Ads India, teams in the country are already creating technology that powers advertising products worldwide. “For us, India is already the innovation hub. Take Amazon DSP, for example. Much of the engineering and tech comes from here,” he said.
Amazon DSP, a demand-side platform, enables advertisers to buy digital ad inventory across exchanges in real time. Verma noted that artificial intelligence will accelerate progress further. “We are all trying to absorb and understand, and the pace of innovation is going faster,” he added.
Amazon Ads is also developing India-first solutions that could be scaled globally in the coming months. Beyond technology, Verma highlighted the role of entertainment content in strengthening engagement. Through MX Player, which is integrated into the Amazon app, original programming such as the reality show Rise and Fall is being created to attract younger audiences. The show, featuring Ashneer Grover, is also available on Prime Video and television, with brand integrations from Haier, Orient Lighting and Lux Cozi. MX Player’s upcoming slate includes Who’s Your Gynac? Season 2, Sixer Season 2, Jamnapaar Season 2, Bhay, and Made in India: The Titan Story, alongside experiments in short-form formats like Videshi, Fatafat and micro dramas.
Verma explained that Amazon Ads stands apart by linking brand-building efforts with measurable sales. “Because it is one logged-in experience, you can track the consumer journey end to end,” he said. Advertisers can measure branded searches, add-to-cart actions and checkout rates. “Amazon Ads is the only platform that can do this at scale in India.”
Amazon has also started selling ads on Prime Video, treating it separately from MX Player. “MX Player skews young and mass, while Prime Video is aspirational and premium. Many advertisers buy across both,” Verma said. India’s retail media market is growing rapidly and is estimated at $2 billion. While not confirming this figure, Verma said the opportunity lies in adopting a full-funnel approach.
Amazon Seller Services, the marketplace arm, earned Rs 6,649 crore in FY24 from “other marketplace-related services,” up from Rs 5,380 crore in FY23. Much of this revenue comes from advertising, which is recognised once ads are delivered through clicks or impressions. Verma also emphasised transparency, stating, “We accept third-party trackers and tags so advertisers have confidence. Without trust, it means nothing.”
To support smaller businesses, Amazon is expanding access with Sponsored TV, a tool that uses generative AI to help create video campaigns. On competition from other digital platforms, Verma said Amazon Ads’ advantage lies in its unique combination of reach and data.
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