Amazon Ads confirmed on July 21 that location-based interactive video ads on Streaming TV are now available to eligible advertisers in Canada, Mexico, and Brazil. The United States has had the capability since October 2025, so these three markets are about nine months behind, which in advertising technology rollout terms is practically simultaneous. The expansion means that brands running Streaming TV campaigns on Amazon DSP across the Americas can now run the same location-targeted creative capabilities that US advertisers have been using for the better part of a year.
The core capability is this: a single Streaming TV ad can serve different content to different viewers based on their state, province, or postal code. Instead of producing separate creative for each region, an advertiser can build one campaign and vary the store location, local offer, or clickthrough URL that viewers see based on where they are. For brands with regional pricing, local retail partners, or market-specific promotions, it's a meaningful step up from serving the same ad everywhere.
What the Feature Does and Doesn't Do
The location-based feature works at the creative level, not the audience level. Amazon already allows advertisers to target Streaming TV audiences by geography through standard DSP audience segmentation. What this feature adds is the ability to vary the creative itself based on location, so viewers in Toronto and viewers in Vancouver can see different store addresses or different promotional offers within the same campaign flight.
The format supports substitution of three elements: store location details, promotional offer copy, and the clickthrough URL that drives viewers to a web destination. The rest of the creative, the video itself, the branding, the product, stays the same. That structure keeps production costs manageable for brands that have regional variations but don't want to produce entirely separate spots for each market.
One important constraint: the feature is only available for 1PAS video creatives, which means it requires video assets submitted through Amazon's first-party ad server. Advertisers using third-party ad serving are not eligible. Brands that have opted into "Only use Amazon audiences without demographic signals" in their Advertiser settings are also excluded from location-based creative variants.
Who Should Pay Attention
The most obvious use case is brands that sell through multiple retail channels in more than one market. If you're on Amazon in the US, Canada, and Mexico, and you also have brick-and-mortar distribution in those markets, location-based Streaming TV lets you direct shoppers to the nearest retail location rather than defaulting to a generic call to action. For consumer brands with national or regional retail distribution, that kind of specificity can make Streaming TV feel a lot more like a performance channel and a lot less like pure awareness spend.
Brands that sell exclusively on Amazon without physical retail can also use this for market-specific Amazon promotions or for varying the specific URL in the clickthrough to a market-appropriate landing page. The location signal is postal-code-level, which is fine-grained enough to be useful for regional campaigns without being so granular that it becomes complex to manage.
For brands that aren't yet running Streaming TV on Amazon DSP at all, this is a reason to look more closely at the format. Amazon's Q1 FY2027 earnings call, in May 2026, put Prime Video ad-supported inventory at more than 130 million monthly viewers in the US alone, and the platform has been investing consistently in tools that make Streaming TV measurable and actionable rather than just a brand awareness vehicle. Location targeting is one of those tools. You can read more about how Amazon DSP fits into a full-funnel Amazon advertising strategy on our services page.
What This Means Alongside the July 27 Deadline
The timing is worth noting: this expansion lands the same week as Amazon's July 27 title limit enforcement, which is eating a lot of bandwidth for most Seller Central teams right now. It's easy to let DSP announcements slide when organic listing issues are front of mind. But Streaming TV and Sponsored Products serve different parts of the funnel, and the audience for each is different enough that the teams managing one usually aren't the same ones managing the other.
If you're already running Amazon Streaming TV campaigns in the US and you have campaigns active in Canada, Mexico, or Brazil, the location-based creative feature is now available to you without any new approval process. You'll need 1PAS video creatives and an eligible Advertiser settings configuration, but if you've been running US location-based campaigns since October 2025, you already know the setup.
If you want to work through whether location-based Streaming TV makes sense for your brand's Amazon advertising mix, or how to structure a cross-market DSP campaign alongside your Sponsored Products activity, schedule a call and we'll start with your current channel breakdown.