NASCAR on Prime puts advertisers in the driver’s seat with full-funnel solutions

The checkered flag has dropped on the first season of NASCAR on Prime, as the inaugural five-race slate drove 2.14M average viewers (P2+ AMA), including an audience five years younger than NASCAR on linear TV¹ and 27% more likely to engage with advertised brands.² For advertisers, NASCAR on Prime offered new opportunities to reach these engaged customers with full-funnel marketing taking customers on their own journey from awareness to conversion.

Never miss a moment of the action

In year one, NASCAR on Prime gave advertisers the opportunity to reach customers during the race without interrupting the fan experience. During green flag racing, Prime Video exclusively leveraged a double-box commercial format to place client campaigns in front of viewers without cutting away from the race. This customer-first environment positioned clients as close to the action as possible, while also ensuring NASCAR fans never miss a second of action from the track.

Ensuring that brands aren't taking away from the race is more important than ever. According to the Amazon Ads 2024 report, “Elevating Everyday Moments,” more than a third of those watching at home say they prefer ads that are brief and non-intrusive, while nearly a third of surveyed TV viewers say they have a more positive reception to ads that are entertaining or creative. Prime Video's double-box commercial format put the viewer first, ensuring that your brand's presence only enhances, and never inhibits, the viewing experience.

Campaigns that connect fans to the race

Amazon Ads ensures that advertising supports and enhances the race experience. In the first year of NASCAR on Prime, advertisers didn’t just run campaigns during the race, but changed the way that customers experience their close connection to the sport. IHOP collaborated with Amazon on a multi-faceted NASCAR sponsorship, including presenting sponsorship of the new Prime Video docuseries Earnhardt; an IHOP branded race car; and a custom spot with Dale Earnhardt Jr., aptly promoting their fast service and catering options.

IHOP partnered with NASCAR on Prime talent Dale Earnhardt Jr. on a custom brand spot

Additionally, Logitech leaned into the NASCAR audience to promote its line of driving simulators with unique branded content, a pan-Amazon remarketing plan, and in-race retail deals linking to a custom Amazon Brand Store featuring weekly deals.

Logitech produced a custom branded spot promoting its racing simulators available on Amazon

And NASCAR on Prime’s coverage went beyond the checkered flag. With extensive pre- and post-race coverage, Prime brought NASCAR fans closer to the race with in-depth driver interviews and talent analysis, live from the track. Mobil 1 furthered its long-standing relationship with NASCAR as the inaugural presenting sponsor of Prime’s post-race coverage, as well as incorporated interactive video ads to push viewers to its Amazon Brand Store.

Mobil1 is the inaugural presenting sponsor for Prime’s extensive post-race coverage

As IHOP, Logitech, and Mobil 1 demonstrate, brands can connect content to commerce like never before through live sports on Amazon.

Opportunities for all types of advertisers

From the comfort of their couches, viewers can scan QR codes that take them directly from the race to the Amazon store, where they can be directed to a brand’s Brand Store or even individual ASINs. NASCAR on Prime helped Amazon Ads deliver on its promise more than ever—full-funnel advertising opportunities, at scale, for everyone. With interactive video ads and audience-based creative, plus in-race retail opportunities and new race-focused sponsorship opportunities, available throughout race day, brands of all sizes have an opportunity to reach customers in more relevant ways than ever by utilizing Amazon Ads trillions of first-party signals.

Sources

¹ Nielsen Panel-only measurement, 2025.

² EDO, 2025.