34 minutes into the first half, Palmeiras occupied Cruzeiro’s defense field seeking to reduce the disadvantage of 2 to 0 when Romulo Mendonça announced that Prime customers had 25% off club shirts and other sports items.
The QR code on the screen is what Amazon calls contextual stimulus designed to respect the game narrative and avoid interruption. The punctual offer symbolizes what the company wants to build: the future of retail within live sports experience.
The duel was the penultimate aired before the club stop. Since the beginning of Prime Video actions in Brasileirão, there has been a significant increase in product click rates and 206% growth in revenue generated by the sale of official shirts between the first and second half of 2025.
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Over the weekend, Cruzeiro x Grêmio marked the resumption of games on the channel and, near Christmas, Prime will enjoy its debut in the first year of to spread the message that the Amazon Prime ecosystem is not just entertainment.
Brazil has emerged as the main laboratory of Amazon to reinvent digital advertising within a model that shifts the search as a central axis. In Prime Video broadcasts, football proves in practice the insight of investor Yash Gupta: the consumer journey broke with linearity, turning their own content into the new starting point for purchase.
Football as a showcase of the Amazon ecosystem
By adding the Brazilian Championship to its sports portfolio, Amazon does not aim to compete with traditional sports channels, but to use football as a privileged showcase for its Prime ecosystem. In the package: entertainment, convenience, loyalty and data.
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“We understand that the Brazilian consumer values experiences that combine practicality and convenience, and by integrating offers in real time during sports broadcasts, we deliver an innovative value proposition, which is still little explored in the streaming market,” said Pedro Virissimo, leader of the Amazon sports category in Brazil, in an exclusive interview with the column.
The tactic of using trade + discounts strengthens Prime’s position as a Hub aggregator. Among the six channels that display the Brasileirão, it is the only one to offer all games in the same environment.
Through Prime Channels, the subscriber may include Premiere, which broadcasts nine matches per round. The tenth is exclusive to Amazon. This generates scale and, more importantly, retains attention within the ecosystem.
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Transmission as a point of sale
Since the end of 2024, Amazon tests native insertions in broadcasts of the NBA and the Brazilian Cup. The Brazilian model became an internal reference and begins to be analyzed for global expansion.
The case reinforces Gupta’s warning: the next decade will be shaped by the convergence between content and commerce. Digital advertising is no longer on intention, and incorporates the purchase directly to the content with which consumers interact.
“Buying is no longer a separate destination. It is inserted in the content that people trust,” wrote the investor.
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Compression of the purchase journey comes from the saturation of the model based on searching and dispersing attention. Platforms like Tiktok and Instagram shape the desire organically. AI, on the other hand, shorten the way between question and answer, but does not help the discovery. If your brand is not known, ChatgPT will not present it, warns Gupta.
More streaming, more data, more control
The success of the functionality in Prime Video, according to Virissimo, is leading Amazon to intensify its monitoring of public behavior in this hybrid entertainment and commerce format. The goal is to deepen the integration between streaming and digital retail, creating a more fluid buying experience and less dependent on off -screen stocks.
The numbers prove the potential of this convergence. Data from Performance Research with Full Circle through Sports Business Journal last week reveal that 90% of sports fans already use streaming services.
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Prime Video leads with 65%penetration, ahead of ESPN+ (39%), Peacock (37%) and Paramount+ (32%). More significant: 45% of viewers increased their sports consumption via streaming last year.
This migration to digital platforms is redefining the media ecosystem. The old dichotomy between traditional and digital TV gives way to a new paradigm that combines three pillars: premium content, integrated transactions and real -time data intelligence.
Although linear TV still moves $ 145 billion in US product discovery (Emarketer), its model has a structural limitation: the disconnection between inspiration and action. Spectators need to migrate to other devices to complete the purchase, a friction that sports streaming promises to eliminate.
The market already recognizes this potential. IAB projections indicate 13% growth in investments in connected TV advertising (CTV) in 2025, reaching US $ 26.6 billion. However, the Gracenote Report of Contextual Advertising persists in transparency on inventories available on these platforms.
Amazon emerges as a rare exception in this scenario. By combining sports, digital marketplace, third party distribution, and behavioral data collection, the company has built a closed ecosystem in which content, commerce and data are mutually reinforced: a competitive advantage that few players can replicate.
The surrounded garden is also a trade square
The full experience at Prime also favors Amazon in the race for advertising.
Data from Antenna that HBO Max, Paramount+, Apple TV+ and Crunchyroll totaled 5.6 million new signatures because they are available via Prime Channels: 89%jump. All this visualization enters the audience of the first measured by Nielsen.
In practice, Amazon registers users for competitors within its environment, but uses the data of these interactions to boost its advertising operation. It is a platform -dressed marketplace.
Simon Owens summarizes the paradox well: while rivals invest in their own libraries, Amazon has built a complete market-content, rent, pay-per-view and outsourced distribution-spending half the Netflix budget and with Prime’s logistics advantage.
The strategy has gained traction in recent weeks with the entry of Disney+ and Roku. The agreement gives Amazon access to about 30% of the global CTV ad market. With NBA, WNBA, NFL, NASCAR and Champions League in the global catalog, Prime positions itself as a mastic segmentation showcase.
Media as infrastructure and no longer as a window
During the internal conference in May to discuss the future of sports media, with associates about the experiment of inserting direct links to game broadcasts in partner application, such as delivery platforms. The fan places an order and, with one click, is redirected to the match of his team, without changing the environment.
The logic here is to reduce friction and turn media into infrastructure. Brian Morrissey defines this moment as the collapse of “Google Zero”: the era when traffic from searches ceases to exist as a central acquisition model.
As I highlighted in May, this change will not be slow. The combination of artificial intelligence (AI), disappearance of references and new habits tends to accelerate the collapse of traditional channels. Meanwhile, creators, alloys and native platforms build their own ecosystems, with data, community and integrated conversion.
The future of sports media will be structured by bridges between content and commerce, built within the experience, not outside it. Prime Video is no longer a mere transmission platform to turn into an operant ecosystem where audience, engagement and conversion coexist in the same layer of experience.
In this new model, attention is not just monetized: it is directly transacted.
