Amazon announced new interactive video formats in May ahead of TV upfront week, and now the company is revealing some early success from its shoppable ads with Duracell.

Duracell was one of the early adopters of Amazon’s latest interactive formats, using Prime Video ads’ shoppable carousel to showcase its products to viewers.

For instance, in one 30-second spot, a woman is shown carrying a box full of batteries while battery products are displayed in a carousel below her on screen. From there, viewers can add products to their Amazon carts to purchase without leaving the screen.

Among the metrics for Duracell’s campaign, the brand saw a 2.5% lift in brand recall and a 1.8% lift in consideration, according to a Lucid brand lift study. Duracell also saw an 86% increase in add-to-cart rate, as well as 7.65 additional seconds spent on average, per Amazon data.

Duracell is also an advertiser on Thursday Night Football, and overall, Prime Video interactive ads on the programming have seen a 2.7 times brand awareness lift, according to Lucid data.

Can Sanay, general manager and vice president, North America ecommerce and Dollar Channel at Duracell, said one of the main reasons the company chose the shoppable carousel format is because of its optionality.

“It gives a lot of flexibility to reach your target group by showing multiple products to multiple audiences,” Sanay told ADWEEK. “We have also seen that it makes viewing ads more enjoyable.”

Prime Video’s ad tier, which launched in January, has around 115 million ad-supported U.S. viewers and more than 200 million worldwide. It’s also building those numbers even more, announcing recently at unBoxed 2024 that it’s bringing advertising to Brazil, India, Japan, the Netherlands, and New Zealand in 2025.

Given those numbers, Krishan Bhatia, vice president of global video advertising at Amazon Ads, noted the company has the ability to target advertising at scale through a combination of premium content, first-party signals, and adtech.

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