The Brands You’ll See During Amazon’s Black Friday NFL Game

Amazon’s Prime Video has its starting lineup of Black Friday NFL brand sponsors, and fans are about to be blitzed by shoppable deals.

During ADWEEK’s Mediaweek event a month ago, Amazon head of U.S. live sports and video sales, Danielle Carney, confirmed that the streamer sold out of ad inventory for its upcoming Black Friday game between the Kansas City Chiefs and Las Vegas Raiders. That built on strong demand during upfronts from unexpected sources, as more than 40% of this year’s Black Friday media advertisers will be new to the game.

Now, we finally know some of those new advertisers. Joining Amazon for this year’s sold-out Black Friday matchup and running deals in their ad space are:

• Google Pixel
• Solo Stove
• Ralph Lauren Fragrances
• Microsoft
• Uber Eats

While some of those are familiar to the NFL, others aren’t average football sponsors. According to Carney, that’s because Black Friday viewers aren’t the average NFL audience. 

Of the audience that watched the Miami Dolphins defeat the New York Jets during Amazon’s first Black Friday game in 2023, 24% never watched an airing of Amazon’s Thursday Night Football, according to television data firm EDO. Nearly a third didn’t watch any of the NFL’s Thanksgiving games a day before.

Engagement with interactive ads on Black Friday, meanwhile, was more than 250% higher than the average game week. Additionally, Black Friday QR codes had 350% higher engagement on average ads in prior game weeks.

Black Friday viewers were also more than 90% more likely to search for brands and products advertised than viewers of ads on NFL Thanksgiving games. Plus, brands with ads during the Black Friday game had 48% higher search engagement rates than ads aired during the regular season.