Amazon has revealed it is experimenting with personalised video adverts. The clips feature images and text about products the online retailer has detected its users has shown interest in.

Amazon regularly displays customised static ads on third-party sites, but the videos have the potential to be more eye-catching and appear in more places.

“This is something we’ve only experimented with at very small scales,” Graeme Smith, managing director Amazon’s software development centre in Edinburgh, told the BBC.

“They have been out there in the wild… I’m not able to share any more details of where, but potentially anywhere you can see a video is potentially somewhere you could consider running personalised video ads, right across the Internet… It’s still very early days for this technology, but it’s something we are really excited about with a lot of applications.”

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