Prime Video Buying With Clean-Room Measurement

Amazon's default reporting will credit your Prime Video line with a conversion that happened 14 days after somebody saw an ad. On inventory this broad, in households this heavily reached, that default hands the channel a large share of purchases it did not cause, and the number is high enough that nobody internally wants to question it. Every engagement we run here begins by moving the reporting standard: a shortened view-through window, an Amazon Marketing Cloud query whose SQL you can read yourself, and a holdout that produces an incremental figure rather than an attributed one. What we run: Prime Video supply through Amazon DSP on your advertiser seat, in the 15 and 30 second non-skippable formats, plus pause and interactive placements where the market and the account support them. Fire TV placements and Twitch sit next to it in the same frequency plan, because Amazon's controls do not deduplicate across the estate the way most buyers assume, and a household can comfortably take a two-figure weekly frequency across three supply sources that each look reasonable in isolation. Managing that as one number rather than three is most of the difference between a Prime Video buy that works and one that annoys people at scale. The clean room work, in plain terms: An AMC instance is set up or taken over, and we write queries against it rather than accepting the templated dashboards: path to conversion, new-to-brand share by frequency band, and the overlap between DSP-exposed households and Sponsored Products conversions. That last one matters most for beauty clients, because without it your search line and your video line will both claim the same purchase and your blended figures will quietly stop adding up. Audiences built in AMC get pushed back to the DSP so the second flight is not buying the same households at the same frequency as the first. Brands without ASINs: Automotive and fintech have nothing to buy on Amazon, which changes the work rather than ruling it out. The conversion feed has to come from your side: Amazon Ads pixel implemented properly, off-Amazon conversions defined against events you already trust, and where those do not exist, we tell you the measurement will not hold and we price the engagement as reach-with-a-holdout rather than pretending otherwise. For UK financial promotions, copy needs approval by an authorised person under section 21 of FSMA before it goes near a platform review, and that sits on your compliance calendar, not ours. What we refuse: We do not run Prime Video for a brand with neither ASINs nor a working conversion feed. We do not report Amazon's 14-day view-through as the headline number, in a deck or in a board pack. We do not run Prime Video as a reach line next to a linear TV plan without a duplication read, because the overlap is substantial and buying it blind means paying twice for the same household. And we do not take on your Sponsored Products or retail media account; we buy video and we work next to whoever holds retail. Not for you if: You want Prime Video mainly because it is new and internally interesting. You need weekly performance decisions, which this channel cannot support at readable confidence. Or your monthly Prime Video spend is under about fifty thousand euros, below which the AMC cells thin out and the holdout stops separating from noise.