The formats provide metrics such as open clicks and add-to-cart rates alongside reach and brand uplift. New Update Amazon Ads has introduced Interactive Video Ads and Pause Ads on Prime Video in India, giving advertisers new formats that allow viewers to take actions such as adding products to their Amazon. in cart, requesting information, getting a quote, booking an appointment or signing up. Interactive Video Ads include calls to action such as ‘Add to Cart’, ‘Find out more’, ‘Want more info?’, ‘Get a quote’, ‘Book an appointment’ and ‘Sign up today’. Pause Ads offer similar interactive features, but the overlay remains available while viewers have paused the content.