Amazon Sees ‘Strong’ Upfront Market, Despite Signals of Caution

May 7, 2026 6:00am PT Amazon Sees ‘Strong’ Upfront Market, Despite Signals of Caution

By Brian Steinberg

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Brian Steinberg

Senior TV Editor

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Many advertising executives say it’s too early to figure out whether the annual “upfront” sales season will be robust for video companies. Alan Moss thinks he’s already in the moment.

“The upfront market is strong this year,” says Moss, vice president of global sales for Amazon Ads, during a recent interview. There may be some worries tied to macroeconomic factors, including fuel prices and the direction of the U.S. conflict with Iran, he says, but “there are always headlines” that may give marketers pause. Nonetheless, he says, “we are seeing really positive signals. It will be a healthy upfront season.”

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