Fire TV, Alexa Plus & the Future of Shoppable CTV with Amazon's Charlotte Maines

In this special episode recorded live at Amazon UnBox in Nashville, I sit down with Charlotte Maines, Head of Device Advertising for Fire TV at Amazon. We dive into the massive reach of Fire TV—over 300 million devices sold globally—and what that means for brands aiming to connect with high-value, logged-in Amazon customers.

Charlotte shares how Amazon is evolving the ad experience from simple tune-in campaigns to interactive, full-funnel marketing opportunities. We unpack the growing role of Alexa Plus, Amazon’s new LLM-powered assistant, and how it’s revolutionizing personalized, voice-driven engagement across devices. From shoppable connected TV to dynamic creative powered by GenAI, this episode is packed with insights for any brand looking to harness the next wave of CTV innovation.

Timeline Summary:
[0:38] - Why Fire TV’s 300M device footprint is a game-changer for advertisers
[2:40] - The “six-minute window”: How brands can show up during viewer decision time
[4:22] - Evolution of Fire TV advertising—from HBO tune-ins to full-funnel brand engagement
[6:12] - Inside Alexa Plus: How LLMs are powering Amazon’s new conversational AI
[8:10] - Shopping with your voice: Fire TV and Alexa’s seamless commerce experiences
[10:00] - The future rotator: Amazon’s prime CTV ad real estate explained
[12:45] - Full-funnel advertising: How Amazon connects the dots across devices and media
[15:15] - GenAI in action: How brands are creating audio ads in seconds using Amazon tools
[18:12] - What brands—big and small—are learning from Amazon’s self-service creative tools
[20:33] - Why devices are key to Amazon’s dominance in full-funnel marketing

Links & Resources:

• Learn more about Alexa Plus: Amazon Alexa
• Explore Sabio’s platform: sabioctv.com
• 🎧Subscribe to Next in Media on Apple Podcasts

Closing Remarks:
If you found this episode insightful, I’d love it if you’d take a moment to rate, follow, and share the show. And don’t forget to leave a review—your support helps more people discover Next in Media. See you next time!