Amazon’s pitch to the market has traditionally relied on its ability to appeal to Madison Avenue’s rational side, with sales decks that heavily emphasize data targeting and demonstrable ROI.

However, earlier this week, at its upfront debut, Amazon added some showbiz glamor to the pitch with the unveiling of multiple pieces of programming, which some interpret as an effort to shore up its inventory supply challenges. 

Amazon’s upfront presentation on May 14 was heavy on the content and relatively light on ad tech announcements, with company executives mostly stressing the depth and range of Amazon’s content portfolio across Prime Video, live sports and Twitch.

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