The short version
Private Auction (PA) deals sit in the deals inventory list already, no request needed. Pick one, attach it, done. They're organized by country, creative length and, for a lot of them, genre. The catch: a PA deal carries no forecast, this has to be done separately, and it is not always precise. If your targeting is too narrow, the interface won't help you much. You get a live-looking campaign that spends a fraction of its budget and no explanation.
Programmatic Guaranteed (PG) is fixed price, and deals are slower. You request a proposal with specific dates close to today, no option for months ahead, and Amazon reviews it. But before you submit, Amazon forecasts the deal against your exact targeting and tells you what it can actually deliver. That forecast is precise, and you can use it without any intention of booking the deal.
- Best for
- This article is for anyone exploring Prime Video as well as those whose PA delivery is thin and wants an actual reason, not a guess.
- Not for
- Someone looking for a step by step on how to launch an Amazon DSP campaign.
What works
- PA deals sit in the deals inventory list already, no request needed, pick one and attach it
- A PG proposal is precise: Amazon forecasts it against your exact targeting before you submit
- You can use a PG proposal's forecast without any intention of booking the deal
What needs your attention
- A PA deal carries no forecast, has to be checked separately, and isn't always precise
- A PG proposal only takes dates close to today, not months ahead
- Prime Video has no device-targeting
Main ways to buy Prime Video
| Private Auction (PA) | Programmatic Guaranteed (PG) | |
|---|---|---|
| Where it lives | Already in the deals inventory list | Requested as a proposal, VICTOR.AD can do it for you |
| Commitment | None, attach and go | Amazon reviews and guarantees a rate |
| Forecast before you commit | No | Yes, Amazon returns an impression forecast against your targeting before you submit |
| Price | Floor rate, you bid at or above it in a private auction | Fixed rate, guaranteed |
| Duration | Always on | Next ~40 days, can be extended |
| Built for | Ongoing, flexible buying | A guaranteed volume at an agreed price, and, useful here, a forecast |
Capabilities as read from Amazon DSP's own deal and proposal catalog.
There's a third option: a Preferred Deal, a proposal-lane product with a fixed floor price but no guarantee behind it. It exists for Prime Video in Mexico, the UK, Germany, France, Italy and Spain. Not in the US. US Prime Video is PA or PG only.
How Private Auction (PA) works on Prime Video
PA deals for Prime Video are pre-built, sitting in the deals inventory list with a fixed floor rate, a country, a creative length (10, 15, 20, 30, 60 seconds, one deal doesn't span multiple lengths) and, on most of them, a genre: Drama, Comedy, Action/Adventure, Horror/Thriller/Mystery, Sports, Premium (top-rated or top-trending titles), and seasonal ones like Holiday. The US carries about 19 of these at any time; the UK, Canada and Mexico carry more; Australia and Austria the fewest.
They dont carry an agreed spend. That's exactly what makes the inventory limits hard to forecast, since any advertiser, even a small business, can lock up a region with a guaranteed deal later on.
How Programmatic Guaranteed (PG) works on Prime Video
A PG proposal is requested, not a ready made deal. You set a budget, a duration, a creative length and your targeting, and submit it. Amazon reviews it, and as part of that review, forecasts how many impressions it can actually guarantee against what you asked for, before you've committed spend, and before you've built a campaign.
What actually moves the price
- Country. Every market prices independently.
- Creative length matters, but not as a straight percentage of the basic 30-second rate we usually see. Some products don't discount at all below it; others do, and the discount curve is different product by product. Never assume a 15-second deal even has a discount without checking that specific product.
- Targeting stack. Location, contextual category, frequency capping, Amazon audience families, demographic audiences and third-party audiences each carry their own charge, added once per category you touch.
- Which deal type. PG, PA and Preferred Deal price differently for the same inventory.
Gap Note: Prime Video has no device-targeting.
What it costs
Amazon doesn't publish a Prime Video rate card. What you get back when you pick a PA deal or request a PG proposal is a floor, read straight out of the same catalog this app's inventory picker uses.
Signed in readers only
Prime Video floor prices and surcharges
PA floor rates by country, the full PG and Preferred Deal rate card across eleven markets, and what each targeting option adds. We assign every account an Amazon DSP seat if you don't have one.
Free, and it takes a minute. We assign every account an Amazon DSP seat if you don't have one, and these prices are read out of it.
Using a PG proposal to find out why PA delivery is thin
Amazon's PG proposal form forecasts against your targeting before you submit. That means you can build the smallest possible PG proposal, around the same targeting as the PA deal that's underdelivering, and read back a real number instead of guessing.
Tips to keep the proposal minimal:
- A short flight. PG proposals are meant to be requested for a short window and extended later once they're live, not planned out across a quarter from day one.
- A very large budget. The one number to push up rather than down: ask for far more than you plan to spend and the forecast comes back with the most impressions that targeting can actually fill.
- Location only. Just the broadest location you need, nothing else to start.
- Cut or minimise audiences. Every audience family you add is another way for the forecast to come back lower.
- No frequency capping. It doesn't help a forecast check, and Amazon no longer requires it at the deal level.
- No Brand+ or other advanced targeting. Not available, not what you're testing.
Submit that, and Amazon tells you what it can actually deliver against your targeting, sometimes a fraction of what you asked for. You don't need a live campaign or a spend commitment to run this check: a free Amazon DSP test seat, the kind every VICTOR.AD account gets, is enough. We walk through the exact build in this video, How to build a Prime Video Programmatic Guaranteed deal using VICTOR.AD.
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Common questions
What's the difference between a Private Auction and a Programmatic Guaranteed deal on Prime Video?
PA deals are pre-built, sit in the deals inventory list with no request step, and carry no forecast. PG deals are requested, reviewed, and forecast against your targeting before you submit, with a guaranteed rate if you go ahead.
Can I use a PG proposal just to check inventory, without booking it?
Yes. The forecast happens before the deal is submitted for real, so you can build a minimal PG proposal purely to see what Amazon reports back, whether or not you intend to book it.
Which countries have a Preferred Deal option for Prime Video?
Mexico, the UK, Germany, France, Italy and Spain. Not the US, US Prime Video is Private Auction or Programmatic Guaranteed only.
Does adding more targeting cost more on a Prime Video deal?
Yes, on a proposal deal. Location, contextual, frequency capping, and each audience category you touch add their own charge, once per category regardless of how many values you pick within it, not stated here as figures, but real and worth re-pricing after any targeting change.
Can I target Prime Video by device?
No. Prime Video has no device-targeting root in Amazon DSP at all, on either PA or PG.
Sources and method
This page separates two kinds of claim. The deal types, what each one can and cannot do and what generally moves the price come from Amazon DSP's own live deal and proposal catalog, the same one this app's inventory picker reads. The floor prices are our own reading of that catalog, pulled 19 August 2026. How we run these measurements is set out in How we measure.
- [1] VICTOR.AD — Prime Video deal types, floor CPMs and duration curves, read from Amazon DSP's live deal and proposal catalog (our own, the same data that powers this app's inventory picker, pulled 19 August 2026)
- [2] VICTOR.AD — What generally moves the price on a Prime Video proposal deal, and which audience categories Prime Video's deal menu can and cannot reach (our own analysis)
- [3] VICTOR.AD — How to build a Prime Video Programmatic Guaranteed deal using VICTOR.AD — the full click-by-click troubleshooting walkthrough this page's technique is based on