Amazon Freevee Advertising for Lawyers: What You Need to Know

Amazon Freevee is Amazon's free ad-supported streaming service — the platform formerly called IMDb TV before rebranding in April 2022. It sits alongside Prime Video in Amazon's streaming ecosystem, offering movies and TV shows at no cost to viewers in exchange for watching ads.

For law firms, Freevee matters because of what sits behind it: Amazon's massive first-party data on purchase behavior, browsing patterns, and household composition. That targeting capability, combined with CPMs that undercut premium platforms, makes Freevee worth understanding.

What Makes Freevee Different

Freevee isn't just another streaming app. It's plugged directly into Amazon's advertising infrastructure, which means access to data that other platforms simply don't have.

When you advertise on Freevee through Amazon DSP, you can target based on:

• Purchase behavior — what people actually buy on Amazon
• Browse behavior — what they're researching and considering
• Household demographics — income, composition, home ownership signals
• In-market audiences — people actively shopping specific categories

This goes beyond the age/gender/income targeting available on most CTV platforms. If someone's been buying car seats and searching for minivans, that's a behavioral signal. If a household regularly purchases medical supplies or mobility aids, that tells you something too.

The November 2025 Amazon unBoxed conference announced Prime Video viewership signals now feed into Amazon Marketing Cloud analytics, including Freevee content. Advertisers can see content engagement data — what people watch and how that intersects with their shopping behavior.

Ad Formats and Inventory

Freevee runs standard video ads in pre-roll and mid-roll positions. The experience mirrors traditional TV commercial breaks — your :15 or :30 spot plays full-screen, non-skippable, in premium content.

Available formats:

• Pre-roll (before content starts)
• Mid-roll (during content breaks)
• Standard lengths: :15 and :30

The content library includes movies, original series, and licensed TV shows. It's not Hulu's next-day network programming, but it's legitimate entertainment content — not the filler you find on some FAST channels.

CPM Ranges and Costs

Freevee sits in the value tier of streaming advertising:

Platform Tier	CPM Range	Examples
Premium	$35-55	Netflix, Hulu direct
Mid-tier	$25-35	Prime Video, Peacock
Value/FAST	$15-25	Freevee, Tubi, Pluto TV

Freevee CPMs typically land at $15-25, according to Strategus and industry reporting. That's competitive with other FAST platforms and significantly below premium inventory.

Amazon's January 2024 entry into ad-supported Prime Video at $30 CPMs pressured the entire market downward. Netflix dropped its ask from $50-60 to $39-45 as competition increased. This pricing pressure benefits advertisers across Amazon's streaming properties, including Freevee.

How to Buy Freevee Inventory

There are three primary paths to Freevee advertising:

Amazon DSP (Managed Service) The traditional route. You work with Amazon's managed service team or an agency with DSP access. This requires minimum commitments (typically $35K+) but provides full access to Amazon's targeting capabilities and inventory across Freevee, Prime Video, Fire TV, and Twitch.

Amazon DSP (Self-Service) Amazon opened self-service DSP access, and in late 2023 launched Freevee preferred deals specifically for self-service advertisers. The preferred deal structure offers fixed CPM, non-guaranteed deals targeting Freevee run-of-site mid-roll inventory.

Programmatic Platforms Many CTV buying platforms (including MNTN, The Trade Desk, and others) can access Freevee inventory through programmatic channels. You may sacrifice some of Amazon's proprietary targeting, but you gain simplicity and the ability to run Freevee alongside other streaming inventory in unified campaigns.

For most law firms, the programmatic route through an existing CTV partner makes the most sense unless you're spending enough to justify dedicated Amazon DSP management.

Targeting for Legal Advertising

Amazon's data creates targeting possibilities other platforms can't match:

Relevant behavioral signals:

• Recent auto parts or repair purchases (potential accident)
• Medical supply purchases
• Mobility aid searches
• Home safety product browsing
• Insurance-related research

Demographic targeting:

• Household income tiers
• Home ownership status
• Geographic (DMA, zip code)
• Age and gender

Contextual options:

• Content genre alignment
• Daypart targeting
• Device type (Fire TV, smart TV apps)

The purchase data angle is particularly interesting for PI firms. Someone buying a wrist brace or back support on Amazon might be dealing with an injury. That's a targeting signal you won't find on Hulu or Roku.

Freevee vs. Other Platforms

How does Freevee stack up for law firm advertising?

Factor	Freevee	Hulu	Roku	Tubi
CPM Range	$15-25	$30-35	$20-35	$15-25
Targeting Data	Amazon purchase + behavioral	Demographics + some behavioral	Device + viewing data	Demographics + viewing
Content Quality	Mid-tier library	Premium (next-day network)	Mixed (Roku Channel)	Deep library, older content
Minimum Spend	Varies by path	$25K+ direct	Varies	Low via programmatic
Attribution	Amazon Marketing Cloud	Standard CTV	Roku attribution	Standard CTV

Choose Freevee when:

• Amazon's purchase/behavioral data aligns with your targeting strategy
• You want value-tier CPMs without sacrificing targeting precision
• You're already running Amazon DSP or can access through programmatic
• You want to test Amazon's ecosystem before committing to Prime Video premiums

Skip Freevee when:

• Premium content adjacency matters more than targeting
• You need the absolute largest streaming audience (Hulu, YouTube)
• You can't access it efficiently through your existing buying setup

Integration with Amazon's Ecosystem

Freevee doesn't exist in isolation. Amazon's November 2025 unBoxed announcements consolidated their advertising infrastructure:

Unified Campaign Manager — Amazon collapsed DSP and Ads Console into a single buying tool. You can now manage Freevee, Prime Video, Fire TV, Twitch, and retail media from one interface.

Full-Funnel Campaigns — An AI-powered mode can set up and adjust multi-format campaigns across display, video, and streaming from a single prompt.

Cross-Channel Measurement — Amazon Marketing Cloud now incorporates Prime Video (and by extension, Freevee) viewership data alongside retail purchase data.

For law firms running any Amazon advertising, this integration means your streaming campaigns can inform and be informed by other Amazon touchpoints — even if your clients aren't buying legal services on Amazon.

Practical Considerations

Creative requirements:

• Standard CTV specs (1080p minimum, 4K preferred)
• :15 and :30 lengths supported
• H.264 MP4 format
• Audio loudness at -24 LUFS

What works on Freevee: Because Freevee skews toward cord-cutters and cost-conscious viewers, messaging that feels accessible rather than premium tends to perform. This aligns well with PI advertising that speaks to everyday people dealing with unexpected situations.

What to watch:

• Frequency management across Amazon properties (you may hit the same households on Freevee and Fire TV)
• Attribution windows — Amazon's measurement is strong but requires proper setup
• Inventory availability can fluctuate; programmatic access may vary

The Bottom Line

Amazon Freevee offers law firms something unusual: value-tier CPMs ($15-25) combined with premium-tier targeting through Amazon's purchase and behavioral data. That's a combination you won't find on other FAST platforms.

The catch is access complexity. If you're already in Amazon's ecosystem through DSP, adding Freevee is straightforward. If you're not, the path through programmatic platforms works but may sacrifice some targeting capabilities.

For PI firms specifically, Amazon's data on purchase behavior — medical supplies, auto parts, mobility aids — creates targeting signals that align with people who may have recently been injured. That's worth exploring, even if Freevee is just one component of a broader CTV strategy.

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Considering CTV advertising for your firm? See how we approach streaming TV strategy for personal injury lawyers.