Amazon Sponsored TV (now streaming TV ads): what it was and how to book it in Germany

The espresso machine “TALVIRO Duo” should reach living rooms before Christmas, as a spot on Prime Video. The marketing manager of the coffee brand TALVIRO searches for “Amazon Sponsored TV”, because she read about it in 2024: streaming TV ads, booked yourself, with no minimum budget. Today the format is called streaming TV ads. The bigger problem is the booking route: Amazon does not offer the self-service route without a minimum for Germany.

The old Sponsored TV route exists only in the US, Canada, Brazil, Mexico and the UK. There, vendors and sellers enrolled in Brand Registry can use it, and in the US also brands that don’t sell on Amazon. In Germany, you book streaming TV ads today through “display, video and audio”, the former Amazon DSP. DVA+ brings a simpler route, but so far it runs only as a beta in the US.

TALVIRO sells as a vendor on amazon.de and already uses Sponsored Products and Sponsored Brands. For the TV spot, we answer three questions: who can book, what it costs, and how to measure the effect.

What was Amazon Sponsored TV?

Sponsored TV was Amazon’s self-service format for streaming TV ads. Amazon launched it in the US in late 2023. On July 25, 2024, Canada, Mexico, Brazil and the UK followed.

Advertisers created the campaigns themselves in the sponsored ads console. Billing was per 1,000 impressions (CPM), with a daily budget, no minimum budget and no fees. Audiences were chosen by content interests (what people watch) or by in-market categories (what people are about to buy). Each ad group allowed 1 to 20 segments, each with its own CPM bid. Since October 15, 2024, Amazon Audiences, for example by lifestyle or life stage, have also been available in the five countries. Amazon reviews every ad before it goes live.

Two things have changed since then. Freevee no longer exists as a separate app. Amazon shut it down in 2025, and the free content now sits in Prime Video under “Watch for Free”, in Germany too. And streaming TV ads are always videos: full screen and non-skippable. There are no static image ads in this format.

Sponsored TV is now called streaming TV ads

Amazon puts it this way: “Sponsored TV is now known as streaming TV ads.” It is “not a replacement”: existing campaigns keep running, and you reach them through the Campaign Manager in Amazon Ads Agent. In the console, the campaign type is called “Streaming TV”. Amazon files it under the display, video and audio campaigns in Amazon Ads Agent.

Amazon’s guide and help pages classify streaming TV differently: one guide still counts it as a sponsored ad, the help pages list it as a separate campaign, apart from DSP.

With DVA+, Amazon is building one campaign type that brings together what you used to set up in Amazon DSP, Sponsored Display and Sponsored TV. Sponsored Display has a new name too: display ads.

Where streaming TV ads run and what they look like

The spot for the “TALVIRO Duo” plays before, during or after a show. Streaming TV ads appear on connected TV (CTV), meaning TVs with internet access such as a smart TV or a Fire TV Stick, and on phones and computers.

The ad placements are on Prime Video, Twitch, live sports, Fire TV Channels and other publishers that Amazon connects through Amazon Publisher Direct (APD). According to Amazon, which of them you can book depends on the country.

For Germany:

• Prime Video has shown ads here since February 5, 2024. Interactive video ads and pause ads have been available since September 2025.
• Amazon’s specs list these spot lengths for Germany: 10, 15, 20, 30, 40 or 60 seconds on Prime Video and Fire TV Channels, 15, 20 or 30 seconds on Twitch, and 6 to 90 seconds in third-party apps.
• In Germany, you book Netflix and Disney+ through DSP. The DSP article has more on this.

Interactive video ads show a prompt over the spot. Viewers who see the “TALVIRO Duo” click with the remote or scan a QR code with their phone to add the product to their cart or learn more. According to Amazon, the available variants depend on the country.

For the video itself, Amazon requires, among other things: 16

format, at least 1920 × 1080 pixels, a maximum of 500 MB, a bitrate of at least 15 Mbps for Prime Video and 8 Mbps for other placements, and AAC audio of at least 192 kbps. All values are in Amazon’s specs for streaming TV ads.

Ads on the Fire TV home screen, for example in the Feature Rotator or the Sponsored Row, are a separate product. Amazon lists it for Germany too, with some placements depending on the region. It is also booked through display, video and audio.

Booking streaming TV ads in Germany: three routes

On paper, TALVIRO has three routes. In Germany, only one of them works today.

Route	Minimum budget	In Germany
Display, video and audio (formerly Amazon DSP): self-service or managed service	Self-service: USD 10,000 recommended, managed service: USD 50,000	yes, offering varies by country
Streaming TV as self-service (formerly Sponsored TV)	no minimum	no, only US, CA, BR, MX, UK
DVA+	no minimum (US beta)	Coming soon

As of October 2026. Amazon gives amounts only in USD, each per campaign.

Today: through display, video and audio (Amazon DSP)

For self-service packages, Amazon recommends a campaign minimum of USD 10,000; managed-service packages have a minimum of USD 50,000.

Elsewhere on the same Amazon page, streaming TV ads are said to come “with no minimum spend requirement”. Amazon does not explain which statement applies to what. For Germany, plan with the package figures.

If you have worked with DSP in Germany before, you still see the familiar Amazon DSP interface. TALVIRO can also leave the buying to an agency with DSP access. Fees, targeting and the differences between self-service and managed service are covered in the DSP article.

The old self-service route: not available in Germany

Amazon’s German guide is clear: “Streaming TV is currently available in the US, Canada, Brazil, Mexico and the UK. An expansion to more countries is planned.” (Amazon Ads: launching streaming TV campaigns, German edition).

We found no launch announcement for Germany from Amazon. We can’t rule out that individual German accounts got the campaign type in a test, but Amazon does not name Germany. If your console shows the campaign type “Streaming TV” under sponsored ads, Amazon has enabled it for your account.

Coming soon: DVA+

DVA+ stands for display, video, audio. Four steps lead to a campaign: you choose the goal, enter products or the brand’s URL, let AI create the creatives and set the budget. The AI also builds streaming TV spots from the product detail pages or the brand’s website. For streaming TV, the advanced settings include a budget calculator. Billing is per CPM, with no minimum spend.

Status at the end of October 2026:

• US: expanded closed beta. Amazon planned the open beta for the end of October 2026; it was not confirmed.
• International: expansion planned by Q4 2026, with 35 markets targeted for Q1 2027.
• Germany: not named explicitly, so: coming soon.

For TALVIRO, this means: if DVA+ comes to Germany, a spot built from the “TALVIRO Duo” detail page could become possible without a USD 10,000 budget, as in the US beta today. Amazon has not said whether this will happen for Germany.

Which advertisers can use Sponsored TV and streaming TV ads?

TALVIRO sells on Amazon. Not every booking route requires that, though:

• Self-service streaming TV (US, CA, BR, MX, UK): vendors, including book vendors, and sellers enrolled in Brand Registry as brand owners. In the US also brands that don’t sell on Amazon.
• Display, video and audio (also in Germany): brands, vendors, sellers and agencies, whether or not they sell on Amazon.
• DVA+: currently only in the US beta. Who gets the advanced settings is covered in the DSP article.

As a vendor with a registered brand, TALVIRO meets every requirement. In Germany, the only route is still display, video and audio.

What do streaming TV ads cost?

Streaming TV ads are billed per CPM, meaning per 1,000 impressions. In Germany, the route is display, video and audio: Amazon recommends USD 10,000 per campaign for self-service, managed service starts at USD 50,000, plus DSP fees. DVA+ has no minimum in the US beta; in the closed beta, advertisers pay by invoice, and Amazon plans credit card payment for Q1 2027.

Amazon gives the amounts only in USD and has not published a euro figure. If TALVIRO doesn’t have a video yet, production costs come on top. Amazon offers creative services for this but doesn’t publish prices.

Measuring results: branded searches, new-to-brand customers and AMC

A TV spot rarely leads to a direct click. TALVIRO has to look at what happens afterwards: do more people search for the brand, do new customers buy?

For streaming TV, Amazon reports these metrics: impressions, branded searches, share of orders from new-to-brand customers, detail page views, add-to-carts and QR code interactions.

Amazon attributes purchases up to 14 days after the contact, after clicks (including QR scans) and after views. A view is a video that was visible for at least 2 seconds. The purchase does not have to be the advertised “TALVIRO Duo”: purchases of other products from the same brand count too (halo effect).

The last contact decides. Streaming TV competes with the other Amazon ads here. The change to view attribution on January 1, 2026, does not affect streaming TV. It applies to DSP ads in the Amazon store and to vCPM campaigns of Sponsored Brands and display ads.

For deeper analysis, there is Amazon Marketing Cloud (AMC). It stores impressions and clicks from Sponsored TV campaigns in the same table as those of the other sponsored ads, plus data from Amazon DSP. An instance always holds the advertising data of the last 13 months. Use it, for example, to analyze purchase paths or incremental reach. AMC is open as self-service to sponsored ads advertisers in Germany too.

Tracking branded searches and Sponsored Products during the TV campaign with AMALYTIX

The spot is running. The marketing manager checks whether more people search for “talviro espresso machine”, and whether they end up at TALVIRO or at a competitor bidding on the brand name. Search and Sponsored Products show this; the TV campaign report is not enough. Without a tool, that means exporting reports, comparing them and starting over next time.

In AMALYTIX Advertising, your Sponsored Products and Sponsored Brands campaigns sit in one interface. For the campaign on its brand name, TALVIRO can compare impressions, clicks and ACoS before and during the TV period. Reports load daily, not live. You have to grant AMALYTIX access to the Amazon Advertising API separately.

The “Search Query Performance” view in AMALYTIX (menu “Visibility”) shows, month by month, the search volume of your search terms and your share of impressions, clicks, add-to-carts and purchases. The data comes from Amazon’s Search Query Performance report. If search volume for the brand name rises in the month of the spot and TALVIRO keeps its share of purchases, the demand reaches its own brand.

AMALYTIX does not show streaming TV campaigns. It tracks what happens around the spot in search and in Sponsored Products. More branded searches are a sign, not proof; seasons or Prime Day drive them too. You book and evaluate the TV campaign at Amazon. Whether you raise bids on the brand name while the spot runs is your decision.

Conclusion: recommendations for streaming TV advertising

The “TALVIRO Duo” can make it onto TV screens in Germany. But the low-cost self-service test is not open to the marketing manager here. For planning, this means:

• Know the name and the route: Sponsored TV is now called streaming TV ads. The self-service route without a minimum does not exist in Germany.
• Book through DSP today: if you want to advertise on Prime Video, Twitch or Fire TV in Germany, use display, video and audio (Amazon recommends USD 10,000 per campaign for self-service) or an agency.
• Secure search first: set up Sponsored Products and Sponsored Brands on your brand name before the spot runs. Otherwise the demand from the spot goes to competitors.
• Produce the video to Amazon’s specs: 16
  , at least 1080p, and the spot lengths for Germany.
• Watch DVA+: if the campaign type comes to Germany (coming soon), streaming TV will also be possible with a smaller budget, provided Amazon adopts the US rules.

Frequently asked questions about Amazon Sponsored TV

What is Amazon Sponsored TV?

Sponsored TV was Amazon’s self-service format for video ads on streaming TV, for example on Prime Video and Twitch. Billing was per CPM, with no minimum budget. Today the format is called streaming TV ads.

Does Sponsored TV still exist?

Yes, under a new name. Amazon now calls it streaming TV ads, and in the console “Streaming TV”. Existing campaigns keep running.

Can I use Sponsored TV in Germany?

Not the old self-service route: Amazon names only the US, Canada, Brazil, Mexico and the UK. In Germany, you book streaming TV ads through display, video and audio, the former Amazon DSP. DVA+ is coming soon.

Which type of advertiser brands can use Sponsored TV?

The self-service route (formerly Sponsored TV) is for vendors and for sellers enrolled in Brand Registry as brand owners; in the US also for brands that don’t sell on Amazon. Through display, video and audio, brands, vendors, sellers and agencies can book streaming TV ads, whether or not they sell on Amazon.

What do streaming TV ads on Amazon cost?

You pay per CPM. For the route through display, video and audio, Amazon recommends USD 10,000 per campaign for self-service; managed service starts at USD 50,000. Amazon gives no amounts in euros.

How do I measure the success of streaming TV ads?

Watch branded searches, new-to-brand customers, detail page views and QR interactions. Amazon attributes purchases up to 14 days after a click or a view, including purchases of other products from the brand. For purchase paths, there is Amazon Marketing Cloud.