It's official: Amazon makes a key decision in the United States and knocks Temu out

The competition to lead digital commerce takes a new turn that promises to change the rules of the game. While some platforms, like Temu, try to gain ground with low prices or free shipping, others, like Amazon, are betting on something more ambitious. What seemed like science fiction is about to become routine in millions of homes.

Amazon has announced a groundbreaking measure that mixes entertainment and shopping in a way never seen before. The Prime Video platform will integrate interactive ads that allow products to be purchased without leaving the series or program being watched. This leaves rivals like Temu in a delicate situation, unable, for now, to compete with this fusion of streaming and e-commerce.

ads that don't interrupt: an integrated shopping experience

During the well-known "upfronts" in New York, Amazon showed a demonstration of its new "pause ads," a format that appears when playback is paused. In the example, the characters from the series The Summer I Turned Pretty were on the beach, and when the scene was paused, an ad appeared. It was a travel agency inviting to book a vacation, according to Deadline.

"We are introducing a contextual advertising experience that dynamically aligns the message with the content," explained Alan Moss, vice president of global sales for Amazon Ads. According to him, Amazon can offer ads that "are extensions of what is being watched, not interruptions."

This bet implies that users will be able to add products directly to their carts from the screen, check reviews, prices, and discounts in real-time. All without stopping watching their favorite content. Amazon confirms that these formats are already delivering measurable results both inside and outside its platform.

artificial intelligence at the service of marketing

The innovation goes beyond the design of the ads: Amazon will use artificial intelligence to analyze the content of the programs and decide what type of advertising to show. This puts an end to the "spray and pray" model, where the same advertising is launched regardless of the context. "Nobody wants to see a Viagra ad while watching The Great British Bake Off," joked a spokesperson at the presentation.

With this technology, the system identifies the scene and adapts the ad to what is happening, improving the viewer's experience and increasing the effectiveness of the message. Users will not only see products related to what they consume, but they will also be able to buy them instantly.

While Temu remains focused on its massive discount model, Amazon takes a step further by anticipating consumer needs. With this integration of AI, video, and commerce, the Seattle giant not only transforms the way we shop, it reconfigures what we expect from digital advertising.