Amazon has launched new AI-powered ad formats for Prime Video, including contextually relevant pause ads and shoppable ads that utilize real-time data from Amazon's store. With an average monthly ad-supported reach of over 130 million U.S. customers, the company aims to enhance viewer engagement and provide more effective advertising solutions for both endemic and non-endemic brands. The announcement was made during Amazon's second annual upfront presentation, showcasing the growth in its advertising capabilities.