NEW YORK — Amazon is set to return to the iconic Beacon Theatre here for its annual upfront presentation to advertisers, scheduling the event for Monday, May 11. The announcement, made by the company at the start of CES in Las Vegas earlier this year, marks a continuation of last year's format as the tech giant ramps up its advertising push across its vast media ecosystem.
The upfronts, a staple of the television advertising calendar, serve as a key platform for media companies to unveil upcoming programming and pitch ad opportunities to buyers. Amazon's decision to host its event on the first night of the traditional upfront week aligns with the timing used in 2025, when it gathered ad executives at the same historic venue on Manhattan's Upper West Side. This will be Amazon's fourth full-scale upfront since it began integrating ads into Prime Video content in early 2024, a move that transformed its streaming service from ad-free to a revenue-generating powerhouse.
Prior to this shift, Amazon had participated in the NewFronts, a series of digital-focused presentations held earlier in the spring. The transition to the more traditional upfront circuit underscores the company's growing ambitions in linear and connected TV advertising, where it now competes directly with broadcast and cable giants. According to Amazon, the May 11 event will spotlight content from a broad array of its properties, including Prime Video, Prime Sports, Amazon MGM Studios, Twitch, Wondery, and Amazon Music.
Attendees can expect demonstrations of new innovations aimed at helping brands connect with Amazon's massive audience. The company reports an average monthly ad-supported viewership exceeding 300 million in the U.S. alone, spanning its owned platforms and partnerships with third-party suppliers. These tools are designed to leverage authenticated user data and dynamic ad creation to deliver targeted messaging throughout the consumer journey, from awareness to purchase.
"Brands are seeking premium content, supported by advertising solutions that are simpler, faster, and performance-driven," said Alan Moss, vice president of Global Ad Sales at Amazon Ads, in a statement. "By pairing Amazon’s incredible content portfolio with authenticated audience signals and dynamic creative capabilities, we’re helping advertisers deliver more relevant messages to consumers across the full funnel—while driving best-in-class performance and business impact."
Amazon's upfront strategy comes amid a crowded schedule for the advertising industry. NBCUniversal and Fox Corp. have also locked in events for May 11, setting the stage for a high-stakes opening night. Warner Bros. Discovery is slated for May 13, while other major players like Disney, YouTube, Netflix, and TelevisaUnivision have yet to confirm their plans, according to reports from industry outlets. This convergence highlights the competitive nature of the upfronts, where networks vie for a share of the roughly $20 billion in annual ad commitments, though exact figures can fluctuate based on economic conditions.
The Beacon Theatre, a landmark since its opening in 1926, has become a favored venue for such presentations due to its intimate 2,800-seat capacity and Art Deco charm. Last year, Amazon filled the hall with elaborate productions, including live performances and sneak peeks at upcoming series, drawing praise from ad buyers for its polished execution. This year's reprise suggests the company is doubling down on in-person experiences to foster direct relationships with marketers, even as virtual options remain available.
For those unable to attend in person, Amazon Ads has confirmed a virtual viewing option will be provided, with further details to be released later. This hybrid approach reflects broader industry trends post-pandemic, where accessibility is key to maximizing reach. In 2025, the virtual stream garnered thousands of views, allowing global advertisers to participate without travel.
Amazon's expansion into advertising has been meteoric since the Prime Video ad tier launched. What began as an experiment to diversify revenue beyond e-commerce has evolved into a multi-billion-dollar segment. By the end of 2025, Amazon reported ad sales surpassing $50 billion annually across its platforms, with video ads contributing a growing portion. The integration of sports content, such as Thursday Night Football rights, has been a particular boon, attracting high-value sponsorships from brands in automotive, finance, and consumer goods sectors.
Industry analysts note that Amazon's unique position—combining first-party shopping data with entertainment assets—gives it an edge in performance marketing. Unlike traditional networks reliant on Nielsen ratings, Amazon can track ad effectiveness through direct metrics like site visits and purchases. However, some advertisers express concerns over data privacy regulations, such as evolving rules under the California Consumer Privacy Act and potential federal legislation, which could impact targeting capabilities.
Looking back, Amazon's upfront journey has mirrored its broader media strategy. The acquisition of MGM Studios in 2022 for $8.5 billion bolstered its film and TV library, while investments in live sports and podcasts via Wondery have diversified its offerings. Twitch, with its 140 million monthly users, primarily gamers, represents another frontier for interactive ads, including shoppable overlays and branded streams.
The timing of the announcement at CES, the Consumer Electronics Show, was no coincidence. CES has increasingly become a hub for entertainment announcements, with heavyweights like Netflix, Disney, and others using the Las Vegas platform to tease innovations. Amazon's reveal there tied its ad tech to emerging trends like AI-driven personalization and connected devices, positioning the company at the intersection of tech and media.
As the upfront season approaches, questions linger about the health of the ad market. Economic uncertainty, including inflation and geopolitical tensions, has led some brands to pull back on spending, though premium video remains resilient. Amazon's emphasis on "performance-driven" solutions could appeal to cautious buyers seeking measurable ROI. Meanwhile, the shift toward streaming has fragmented audiences, prompting consolidations like the recent Versant Media spinoff from Comcast, which aims to streamline ad sales across NBCU properties.
Other recent entertainment news provides context for Amazon's moves. The Critics Choice Awards highlighted strong performances by films like those from Amazon MGM Studios, potentially fueling content pipelines for the upfront. Box office successes, such as a title surpassing $1 billion, underscore the value of theatrical releases in building streaming audiences. Even in AI developments, stories from 2025—like advancements in tools such as Sora—hint at future ad tech integrations that Amazon may showcase.
Looking ahead, the May 11 event could signal Amazon's next phase in advertising dominance. With rivals circling the same date, the upfront week promises intense competition for eyeballs and dollars. For advertisers, it's an opportunity to lock in inventory for the 2026-2027 season, while for Amazon, it's a chance to solidify its role as a one-stop shop for media and commerce. As details emerge, the industry watches closely to see how the tech titan will innovate once more.