The Buffalo Bills will face the Miami Dolphins in their season opener this week. In addition to the 15 regular season games, Amazon’s video platform will also repeat the Black Friday contest, which was first held in November 2023, and broadcast a wildcard playoff game next January.

Advertising is increasingly a focus on Prime Video, with sponsorship messages being added to original films and series since the start of the year and an elaborate upfront presentation held in New York last May. Alongside five presenting sponsors returning to their pre-match, pre-kickoff, halftime, post-match and nightcap positions, more than 50 new brands will be joining for the first time. TNF advertisers this season, Prime Video said. Growth categories included automotive, quick service restaurants, consumer goods, retail, entertainment, financial services and hospitality.

Interactive advertising formats will expand beyond Amazon’s own Fire TV environment this season, reaching other connected TV devices and enabling shoppable brand messaging. Viewers can either add items to their Amazon shopping cart or interact with brands directly from their remote control during the game.

“Live sports content continues to drive growth and at Amazon, we’re creating significant opportunities for brands by combining customer reach with our first-party insights and innovative advertising technology,” said Danielle Carney, head of live sports and video sales at Amazon Ads. “We offer full funnel capabilities that work for all advertisers, not just brands selling on Amazon.”

Viewers tuning in this season can look forward to a number of AI-powered Prime Insights features. Pressure Alert tracks defenders attacking the offensive backfield during live action; Defensive Vulnerability uses thousands of data points to identify areas of the field where the offense should attack; and Coverage ID identifies the defensive scheme before the ball is snapped.

These new features complement award-winning offerings like Defensive Alerts and Prime Vision with Next Gen Stats, which have evolved the traditional viewing experience since the NFL’s exclusive rights deal with Amazon began in 2022.

“At Amazon, we are uniquely positioned to accelerate the integration of AI into our live events because of our in-house expertise and AWS’s next-generation computing power,” said Jared Stacy, Director of Live Sports Production at Prime Video. “We consistently push teams to use AI and computer vision to deliver enhancements that matter to fans. We’re excited about the progress and new innovations coming this season.”