#e4mBreaking: Amazon integrates Amazon MX Player into Prime Video

The integrated platform will be a free-and-paid streaming service under one brand, spanning SVOD, AVOD, Transactional Video on Demand, and add-on subscriptions

by e4m Staff
Published: May 7, 2026 11:58 AM | 2 min read

Amazon is integrating MX Player into Prime Video, allowing Prime members to access a wide range of originals and exclusives with options for ad-supported or ad-free viewing.
The integration will unify India's largest free and paid streaming services, offering various video-on-demand options, including SVOD, AVOD, and TVOD, under one brand.
Gaurav Gandhi, Vice President of Prime Video, emphasizes that the merger enhances the platform's content diversity and strengthens its position as a leading entertainment destination in India.
The integration will also benefit advertisers by providing a single platform to reach diverse audiences, enhancing advertising capabilities across free and paid streaming formats.

Amazon has announced its integration with Amazon MX Player into Prime Video.

Prime members will enjoy a wide selection of originals and exclusives across devices with the choice to watch with ads or go ad-free.

In the next few months, this integration will bring together India’s largest free-and-paid streaming service under one brand, spanning Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions, all in one place.

Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, who will lead the integrated platform, says, “Our focus at Prime Video has always been to bring authentic stories that reflect the diversity of our audiences. With the integration of Amazon MX Player’s expansive original slate and audience scale, our collective offering is bigger and stronger than ever—making Prime Video the one-stop destination for quality entertainment, for every customer in the country.”

“Amazon MX Player has built remarkable engagement through a diverse library, and bringing it together with Prime Video’s iconic stories means we can keep serving our customers with the largest selection of exclusive and original content from India and around the world,” he adds.

For advertisers, the integration creates a single destination to reach audiences across free and paid streaming. Girish Prabhu, Vice President & Head, Amazon Ads India, says, “The unification of Amazon MX Player with Prime Video is a gamechanger for advertisers in India. We've created a single streaming destination that reaches audiences across the entire spectrum—from free ad-supported viewers to Prime members—enabling true full-funnel advertising on an unprecedented scale. Advertisers now have access to the most relevant and high-performing ad formats, all powered by trillions of shopping, browsing, and streaming signals, transforming every impression into measurable business outcomes, making Prime Video the most comprehensive video advertising service in Indian streaming.”

The Amazon MX Player app on Android will continue to serve its native local player and streaming AVOD users for free, with a rebranded identity and a dedicated Prime Video experience.