Amazon Says Ad Commitments Grew in 2026 Upfront

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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Amid what has been described as a tepid “upfront” market, Amazon says its Prime Video service was able to notch gains in volume as more advertisers gravitated to sports and streaming.

The digital giant “has closed our Upfront negotiations with all major holding companies for the 2026–27 season,” says Alan Moss, vice president of ad sales for Amazon Ads, in a statement released Wednesday morning. The executive says was able to sustain “year-over-year growth from new and existing advertisers,” but did not quantify whether any increases in volume were robust or less so. The executive also says Amazon left the upfront “exceeding our volume goal,” but did not describe what that was.

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