Amazon Doubles Down on Monday-Night Perch for TV’s Upfront Week

In 2025, Amazon crashed the crowded Monday of TV’s annual “Upfront Week” — and it appears to have enjoyed the sensation.

The media-and-commerce giant will hold forth again on the Monday evening of the same week-long series of showcases in 2026, executives announced Monday. Amazon will hold its upfront presentation on Monday, May 11, at 6:30 p.m. at New York City’s Beacon Theatre, a move that will, once again, put it in close proximity to events usually held that day by NBCUniversal and Fox Corp.

Fox has long held its upfront showcase in late afternoon on the Monday of the week, part of a series of gatherings aimed at selling the bulk of the TV industry’s commercial inventory ahead of the debut of a new slate of programming in the fall. Advertisers typically use the upfront to pick up ad time at rates they hope will be cheaper than buying later on in the year, when they might cost more. NBCUniversal has also held a presentation for years on Mondays, and has long used the evening of that day for a private gathering with sports sponsors, as well as a Telemundo event. Last year, after Amazon usurped Monday evening, NBC moved its Telemundo gathering to a different day of the week.

Amazon says it will use its upfront event to tout its talent lineup across venues including Prime Video, Prime Sports, Amazon MGM Studios, Twitch, Wondery, and Amazon Music. Executives will also spotlight ad-tech offerings they say will help advertisers reach larger audiences — a growing challenge in an era when more consumers opt for bespoke streaming sessions to watch their favorite pieces of entertainment.

Amazon spent much of 2025 striking programmatic alliances with Disney, Netflix, Roku, SiriusXM and others, giving it an impressive assemblage of potential audience views. “Brands are seeking premium content, supported by advertising solutions that are simpler, faster, and performance-driven,” said Alan Moss, vice president of global ad sales for Amazon Ads, in a statement. “By pairing Amazon’s incredible content portfolio with authenticated audience signals and dynamic creative capabilities, we’re helping advertisers deliver more relevant messages to consumers across the full funnel — while driving best-in-class performance and business impact.”

Amazon will also stream the May upfront event for those who aren’t able to attend in person.