Fire TV, Alexa Plus & the Future of Shoppable CTV with Amazon's Charlotte Maines

Nov 18, 2025

In a lively discussion, Charlotte Maines, the Head of Device Advertising for Fire TV at Amazon, reveals the power of Fire TV's 300 million devices for brands targeting logged-in customers. She discusses the six-minute window where brands can capture viewer interest and how advertising has evolved from simple tune-ins to engaging full-funnel campaigns. Charlotte introduces Alexa Plus, an AI-driven assistant enhancing voice interactions, and explores innovative shoppable TV experiences that seamlessly integrate commerce with viewing, showcasing the future of advertising.

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INSIGHT

OS Ownership Creates Full‑Funnel Reach

Fire TV's OS ownership gives Amazon a unique full‑funnel advantage by owning the customer experience from device setup to content discovery.
The 300 million Fire TVs and logged‑in customers create a high‑value surface advertisers can't reach elsewhere.

INSIGHT

The Six‑Minute Decision Window

Customers spend about six minutes deciding what to watch, creating a captive decision window for discovery ads on Fire TV.
Brands can use that discovery period to reach viewers even if they later watch ad‑free content.

ANECDOTE

From Tune‑Ins To Full‑Funnel Ads

Fire TV advertising began as tune‑in promotion for shows like Game of Thrones and matured into a broader platform for brand and product ads.
Product updates like sequential storytelling and UI placements expanded Fire TV beyond media tune‑ins.

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In this special episode recorded live at Amazon UnBox in Nashville, I sit down with Charlotte Maines, Head of Device Advertising for Fire TV at Amazon. We dive into the massive reach of Fire TV—over 300 million devices sold globally—and what that means for brands aiming to connect with high-value, logged-in Amazon customers.

Charlotte shares how Amazon is evolving the ad experience from simple tune-in campaigns to interactive, full-funnel marketing opportunities. We unpack the growing role of Alexa Plus, Amazon’s new LLM-powered assistant, and how it’s revolutionizing personalized, voice-driven engagement across devices. From shoppable connected TV to dynamic creative powered by GenAI, this episode is packed with insights for any brand looking to harness the next wave of CTV innovation.

Timeline Summary:
[0:38] - Why Fire TV’s 300M device footprint is a game-changer for advertisers
[2:40] - The “six-minute window”: How brands can show up during viewer decision time
[4:22] - Evolution of Fire TV advertising—from HBO tune-ins to full-funnel brand engagement
[6:12] - Inside Alexa Plus: How LLMs are powering Amazon’s new conversational AI
[8:10] - Shopping with your voice: Fire TV and Alexa’s seamless commerce experiences
[10:00] - The future rotator: Amazon’s prime CTV ad real estate explained
[12:45] - Full-funnel advertising: How Amazon connects the dots across devices and media
[15:15] - GenAI in action: How brands are creating audio ads in seconds using Amazon tools
[18:12] - What brands—big and small—are learning from Amazon’s self-service creative tools
[20:33] - Why devices are key to Amazon’s dominance in full-funnel marketing

Links & Resources:

Learn more about Alexa Plus: Amazon Alexa
Explore Sabio’s platform: sabioctv.com
🎧Subscribe to Next in Media on Apple Podcasts

Closing Remarks:
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