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Revlon used interactive ads on Prime Video in June 2026 with Amazon's new Dynamic TV Creative feature. According to data Amazon published in October, the beauty brand achieved a 9,8 times higher click-through rate and twice as many brand-related searches as with non-interactive ads. These results show more direct responses, but they do not yet prove additional sales generated by the ad format.
One TV spot, different paths to the product
Instead of producing a completely new film for each audience group, Amazon can dynamically adapt the interactive layer of an existing video. This includes product notes, headlines and the call to action. Depending on context, an ad can offer, for example, "Add to cart", "Send to phone" or a visit to a brand store. The base video remains unchanged.
Amazon described the process in its official product announcement of 11 May 2026. It is based on purchase, browsing and streaming signals as well as factors such as product availability and location. This changes the economic role of the TV spot: it is no longer just reach, but can directly enable a next step towards the product.
At its announcement, the feature was initially made available to selected US advertisers with Amazon offers. A general rollout for German Prime Video campaigns cannot be inferred from this announcement.
What lies behind Revlon's three success figures
In a discussion at Advertising Week New York on 7 October, Revlon's Head of Digital Marketing Kelly Solomon and an Amazon Ads manager explained the project. According to the report by Marketing Dive from 8 October, Amazon cited, in addition to the 9,8-fold click-through rate and the doubled brand search rate, a 2,6-fold higher ROAS compared with category benchmarks.
These three figures have different reference points: click-through rate and brand search relate to a comparison with non-interactive ads, while ROAS relates to category benchmarks. They must not be treated as three measurements of the same causal effect. A higher ROAS compared with a market benchmark does not prove how the same campaign would have performed without interactive elements.
Amazon also published a larger internal study on interactive video ads based on 14.518 campaigns and 9.960 advertisers in the year 2025. It concerns different campaigns and a different evaluation year than Revlon's June test. Its averages are therefore not an additional Revlon measurement.
Why the product page becomes part of the creative strategy
The technical innovation has consequences for marketing beyond the ad. If a viewer can move directly from the spot to the product or store, price, variants, product image and available information must align. For Revlon, this affects, for example, different lipstick shades or product details. A well-designed video message can only help to a limited extent if the subsequent product page is incomplete.
This connection between ad exposure and shopping cart also shapes Amazon's full-funnel marketing around Thursday Night Football. For such campaigns, platform metrics are easily over-interpreted: more responses after an exposure are not identical to additional purchases.
How German media teams should evaluate the format
For a test, regional availability and bookable inventory would first need to be clarified. After that, what counts is a comparison group without interactive elements, comparable contact frequencies and a uniform definition of revenue. The reported ROAS should be checked against the actual contribution margin and the costs of the campaign.
In addition, a distinction needs to be made between a directly attributed purchase and longer-term models. Amazon is itself working on forecasts for sales up to twelve months after an ad exposure. This can help with long purchase paths, but it does not replace an independent review of incrementality. Which control questions full-funnel measurement raises is explained in our overview of the advertising effectiveness of retail media.
Assessment: The interesting step is the combination of a standard TV creative with personalised purchase options. Whether this convenience actually generates additional sales cannot yet be reliably determined from the Revlon figures Amazon has cited.
Sources: Amazon Ads, Dynamic TV Creative, 11.05.2026; Marketing Dive, conversation with Revlon and Amazon Ads, 08.10.2026.
Image: Official Prime Video advertising visual from Amazon Ads as a symbolic image. Not a recording of the Revlon campaign.