Amazon Fire TV advertising in India is bought via Amazon DSP — the only major India CTV platform with programmatic access outside YouTube CTV. Amazon DSP targets viewers on Fire TV home screens, within Amazon Freevee, and across Fire TV apps connected to Amazon Publisher Services. The targeting advantage is Amazon's purchase and search data from Amazon.in — in-market audiences, purchase-based segments, and Prime membership status.
CPMs run Rs 150–300 depending on audience targeting and placement. Home screen hero banner: Rs 200–400 equivalent. Amazon DSP access requires an Amazon managed service account (minimum spend Rs 10–15 lakh) or a certified Amazon DSP partner agency. Fire TV is most valuable for e-commerce, D2C, and consumer electronics brands where Amazon purchase intent signals are directly relevant. Less suited to FMCG mass-market campaigns where Fire TV's 8–12 million device reach is smaller than JioHotstar or YouTube CTV.
Full guide
For a complete explanation, read: Amazon Fire TV and Amazon DSP advertising in India: a practical guide