Here Are the Brands You’ll See During Amazon’s Black Friday NFL Game

Amazon’s Prime Video has its starting lineup of Black Friday NFL brand sponsors, and fans are about to be blitzed by shoppable deals.

During ADWEEK’s Mediaweek event a month ago, Amazon head of U.S. live sports and video sales, Danielle Carney, confirmed that the streamer sold out of ad inventory for its upcoming Black Friday game between the Kansas City Chiefs and Las Vegas Raiders. That built on strong demand during upfronts from unexpected sources, as more than 40% of this year’s Black Friday media advertisers will be new to the game.

Now, we finally know some of those new advertisers. Joining Amazon for this year’s sold-out Black Friday matchup and running deals in their ad space are:

Google Pixel
Solo Stove
Ralph Lauren Fragrances
Microsoft
Uber Eats

Amazon announces its NBA studio and Black Friday game with an NFL lead-in.

While some of those are familiar to the NFL, others aren’t average football sponsors. According to Carney, that’s because Black Friday viewers aren’t the average NFL audience.

Of the audience that watched the Miami Dolphins defeat the New York Jets during Amazon’s first Black Friday game in 2023, 24% never watched an airing of Amazon’s Thursday Night Football, according to television data firm EDO. Nearly a third didn’t watch any of the NFL’s Thanksgiving games a day before.

Engagement with interactive ads on Black Friday, meanwhile, was more than 250% higher than the average game week. Additionally, Black Friday QR codes had 350% higher engagement on average ads in prior game weeks.

Black Friday viewers were also more than 90% more likely to search for brands and products advertised than viewers of ads on NFL Thanksgiving games. Plus, brands with ads during the Black Friday game had 48% higher search engagement rates than ads aired during the regular season.

Prime Video announces Black Friday ad inventory is sold out.

“I don’t think we all anticipated how well it would have performed for everybody,” Carney said of the Black Friday NFL game at Mediaweek. “We were just creating these new audiences, and people were coming because it’s Amazon and Prime Video and the interactivity you had because of shoppable ads.”

According to EDO research, that interactivity is clicking with viewers. Those who are watching are more engaged than average because of Amazon’s shoppable ad formats, which received 10 times more engagement during the Black Friday game than other ads.

That increased interest has brought more than 50 new brands to TNF for the first time this season. It also, as Carney said, makes the Amazon Black Friday NFL broadcast “the ultimate moment of content to commerce.”

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Here Are the Brands You’ll See During Amazon’s Black Friday NFL Game

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