‘We Can’t Sell It Fast Enough’: Amazon Gets Creative Amid Growing Women’s Sports Demand

August 19, 2026

Amazon is ramping up creative ad strategies for its women’s sports inventory as demand from advertisers surges and some brands are being “iced out” of traditional buys. Women’s sports are delivering strong performance, with a WPP Media report citing a 79% year-over-year jump in ad impressions and 20% higher ad engagement versus non-sports broadcast and cable. Amazon’s position is bolstered by long-term rights deals, including an 11-year WNBA partnership on Prime Video and a multi-year NWSL coverage agreement, giving it premium inventory to monetize amid this growth. adweek