Amazon.com Inc.’s Prime Video has emerged as a profitable entertainment business with a revenue run rate running into tens of billions of dollars, Chief Executive Andy Jassy said, highlighting the growing contribution of streaming, original programming, films and live sports to the company’s media portfolio.

“Prime Video has emerged as a significant business with a revenue run rate in the tens of billions of dollars, now profitable in its own right,” Jassy (in the picture) said during Amazon’s third-quarter 2026 earnings conference call on October 29.

Jassy cited the momentum behind a slate of original series, breakout films and live sports as key indicators of the streaming platform’s performance.

“We have momentum with hit shows like ‘Carrie’, ‘The Summer I Turned Pretty’, ‘The Boys’, ‘Off Campus’, ‘Reacher’, and ‘Fallout’,” he said.

He also highlighted the performance of films and sports programming, saying: “Breakout movies like ‘Project Hail Mary’, along with compelling live sports, including Thursday Night Football, off to its best start ever in 2026, NBA on Prime, NASCAR, the Masters, and UEFA Champions League soccer.”

The comments underscore Amazon’s strategy of positioning Prime Video as a substantial entertainment business in its own right, rather than merely as a benefit supporting its Prime membership programme.

The combination of original content, theatrical films and premium sports rights is also helping the company build a larger audience and expand monetisation opportunities through advertising.

Amazon’s advertising business continued to be an important component of its media strategy, with the company reporting quarterly advertising revenue of $19.6 billion, up 12 percent year-on-year.

Jassy highlighted a series of product developments aimed at integrating advertising across Amazon’s shopping, browsing and streaming businesses.

“Q3 was chock-full of innovation from our ads team that we expect to have impact in the coming months,” he said.

The developments were headlined by Amazon Ads Agent, an AI-first platform designed to consolidate the company’s advertising capabilities.

“Backed by trillions of shopping, browsing, and streaming signals, it supports advertisers at every step with insights, answers, and the ability to optimize and act on their behalf,” Jassy said.

Amazon has also introduced full-funnel campaigns within the platform, bringing sponsored advertising, display, video and streaming television into a single campaign.

“Advertisers provide initial inputs, including budget and duration, and Amazon’s AI plans, executes, and continually optimizes the rest,” he said.

The initiative is significant for Prime Video because it strengthens the links between Amazon’s streaming audience and its advertising technology, giving advertisers opportunities to reach consumers across multiple formats and stages of the purchasing process.

Jassy also addressed concerns about the potential impact of external artificial intelligence shopping agents on Amazon’s advertising business.

“A natural question is whether agentic shopping from external horizontal agents is meaningfully impacting Amazon Ads,” he said. “And the answer is no,” he explained.

Jassy’s assessment of Prime Video reflects Amazon’s broader ambition to build an integrated entertainment operation spanning streaming, film production and distribution, and live sports.