Non-endemic advertisers have been a crucial part of Amazon's ability to expand its ad business more broadly, which totaled $38 billion in 2022. Last year, Amazon made custom ads for DraftKings with "TNF" analysts Ryan Fitzpatrick and Richard Sherman previewing a same-game betting parlay. The matchup will be shown for free on Prime Video, offering advertisers a wider audience than those with an Amazon Prime membership (Amazon ended 2022 with 168 million members , according to CIRP). In another move that will have big implications for some advertisers, Amazon is exploring dynamic advertising, a more targeted form of messaging that's tailored to the individual (i.e. Beyond non-endemic ads featuring "TNF" talent, fans can also expect to see more spots featuring themes of gender equality.

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