Amazon Sponsored TV in India: Is It Worth It for Indian Brands in 2026?

Amazon Sponsored TV is a self-service streaming TV ad product for brands that sell on Amazon.in. Amazon Ads announced it in India on 6 March 2025, starting with Amazon MX Player, with no minimum campaign spend and no upfront commitment. It is worth testing for brands with a converting catalogue and a usable video. It is not the right first step for a seller still tuning Sponsored Products.

What is Amazon Sponsored TV?

Sponsored TV lets you run video ads on streaming TV from the same Amazon Ads console you use for Sponsored Products. In India the launch inventory was Amazon's own streaming content, "starting with Amazon MX Player".

Kapil Sharma, director of Amazon Ads India, said at launch that campaigns use machine learning optimisation models and Amazon's first-party streaming, shopping and browsing signals. That is Amazon's description, not an independent result.

Who can use Sponsored TV in India?

At launch, Amazon described it as a self-service solution "for brands of all sizes that sell on Amazon.in".

In the US and some other markets Amazon says eligible users include vendors, registered brand owners and advertisers who do not sell on Amazon. That page lists the US, Canada, Mexico, Brazil and the UK for its newer features and does not list India, so do not assume the same eligibility applies in India. Check your Amazon Ads console to see whether Sponsored TV shows up for your account.

How much does it cost?

The honest answer: Amazon has not published a rate card we could find. What Amazon did say is that the product has no minimum campaign spend and no upfront commitments. Amazon's newer Sponsored TV release page repeats "without any minimum spend and fees" for the features it lists.

Amazon offers creative services for brands without TV-quality video, and the launch coverage we opened gave no rupee rates for them. We also did not find a published cost per thousand impressions for India. Ask Amazon Ads support or your partner for current pricing before you commit.

How do I set up a campaign?

1. Open the Amazon Ads console and look for Sponsored TV under campaign creation. If you cannot see it, contact Amazon Ads support.
2. Choose your product or brand and pick a budget and dates. Because there is no minimum, you set a figure you can afford to learn with.
3. Upload your video. Brands with existing TV-quality assets can reuse them in Sponsored TV campaigns. Brands new to streaming TV advertising can use Amazon's creative services.
4. Launch, then check results in the console after a few days.

Amazon says campaigns can be made in a few clicks in the console or through the Amazon Ads API. Exact screens may differ from this list, because Amazon is changing how it builds video campaigns (see next section).

Has DVA+ replaced Sponsored TV?

Not confirmed for India. On 29 September 2026 Amazon announced DVA+, a simplified campaign builder for display, video and audio that works across streaming TV, online video, display and audio. It is currently in extended closed beta in the United States only, with wider availability planned through Q4 2026 and general availability across 35 markets targeted for Q1 2027. India is not mentioned.

Amazon's product page says DVA+ "combines what was previously created through" DSP, Sponsored Display and Sponsored TV. It also says advertisers in listed countries who previously used DSP will continue to see the DSP experience, and India is on that list. It does not say the older products are discontinued.

For you, that means: if Sponsored TV appears in your India console today, you can still use it. If it disappears or moves, expect it under Display, Video and Audio campaigns. Our comparison of Amazon DSP and Sponsored Display covers the rename.

How do I measure Sponsored TV?

TV ads rarely produce direct clicks, so judge them on total sales and new customers, not on ACOS alone. Our note on ACOS, TACOS and ROAS shows how.

Amazon Marketing Cloud is open to advertisers running Sponsored TV, according to Amazon's September 2025 announcement. That gives you a way to look at paths to purchase that include a TV exposure. Read our Amazon Marketing Cloud guide.

Amazon has also announced Sponsored Display remarketing segments for viewers who engaged with Sponsored TV ads, but the page lists the US, Canada, Mexico, Brazil and UK, not India. Do not plan around it for India unless Amazon confirms.

What should the video look like?

Amazon's launch material says many small and mid-sized brands lack TV-quality creative, and that is the real barrier here, not the budget. A few practical points, which are our advice and not Amazon rules:

• Show the product in use within the first few seconds. Viewers on a TV screen are not shopping yet.
• Keep one message per ad. Pick the one reason to buy your best-selling ASIN.
• Make sure the product is in stock and the detail page is strong before you send anyone to it. A TV ad that lands on a weak listing wastes the spend.
• Check Amazon's current video specifications in the console before you produce anything. We have not confirmed length or file rules for India.

Is Sponsored TV worth it for an Indian brand?

It depends on where you are. A rough rule:

For example, a skincare brand with five bestselling ASINs, a 30-second product film made for Instagram, and a ₹2 lakh monthly ad budget could set aside a small slice for a four-week Sponsored TV test. Measure total sales on those ASINs before and after, not just the campaign report.

What is still unclear?

• A published India price list or CPM for Sponsored TV.
• Whether inventory has grown beyond Amazon MX Player since the March 2025 launch.
• Whether DVA+ will reach India and how Sponsored TV will be presented when it does.
• The rates for Amazon's creative services.

This page will be wrong the day Amazon changes any of them, so check the console before spending. Our wider Amazon Ads guide for India covers the search ad basics.

FAQ

When did Amazon Sponsored TV launch in India? Amazon Ads announced it on 6 March 2025 for brands that sell on Amazon.in. Launch coverage said it started with Amazon MX Player. We found no Amazon statement of later inventory additions.

Is there a minimum spend for Sponsored TV in India? Amazon said at launch that there is no minimum campaign spend and no upfront commitment. It did not publish a price list in the coverage we reviewed, so check your console for budget limits before you plan.

Do I need a TV-quality video? Not necessarily. Brands with TV-quality assets can reuse them. Brands that do not have them can use Amazon's creative services, and the launch coverage we opened did not state their rates.

Can I run Sponsored TV without selling on Amazon? Not confirmed for India. The India launch was described for brands that sell on Amazon.in. Amazon's US-facing release page says advertisers who do not sell on Amazon are eligible in its listed markets, but India is not listed there.

Where do the ads appear? At launch, on Amazon's streaming content starting with Amazon MX Player. Amazon's DSP page names Prime Video and Fire TV as inventory for programmatic buying, but those are not confirmed for India Sponsored TV.

Does DVA+ replace Sponsored TV? Not for India, as far as Amazon has confirmed. DVA+ is US-only in closed beta, and Amazon has not said the older products are discontinued.

Next step

Before spending on streaming TV, check that your search ads and listings are earning their keep. If you want an outside view, Blooprint's Amazon account management team in Bengaluru can review the numbers and say whether a Sponsored TV test is worth it yet.