The advertisements on Prime Video are working.

Amazon‘s promoting enterprise surged within the first quarter, rising by 24 p.c year-over-year, benefitting from the choice to activate advertisements for Prime Video customers again in January (or letting customers pay $3 per 30 days to keep away from them).

Promoting income was $11.8 billion in Q1, in comparison with $9.5 billion a 12 months earlier.

The majority of Amazon’s advert enterprise remains to be in its retail section, however it has made an enormous wager on Prime Video, which has scale unmatched by another streaming video platform apart from YouTube. The choice so as to add advertisements to Prime Video can also be one of many causes behind Amazon’s resolution to affix TV’s upfront week this 12 months, promoting its video content material to model advertisers.

Prime Video has an NFL bundle in Thursday Evening Soccer, and is within the combine for a brand new NBA bundle. It additionally has a bona fide hit in Fallout, primarily based on the favored online game franchise.

“Our Promoting efforts proceed to learn from the expansion of our Shops and Prime Video companies,” Amazon CEO Andy Jassy stated in a press release.

Amazon’s web gross sales have been $143.3 billion within the quarter, with web earnings of $10.4 billion.