Prime Video is expanding its sports betting integration for the 2026 NFL season by bringing FanDuel’s live bet-tracking technology to its exclusive Thursday Night Football broadcasts, giving viewers the option to monitor wagers in real time while watching games.
The feature builds on a partnership that first appeared during Prime Video’s NBA and WNBA coverage last year. Viewers who choose to participate can connect their FanDuel account to their Prime Video profile and follow active bets directly on screen throughout a game. The display updates continuously, showing wager status, changing odds, win probabilities and whether bets remain active or have already been settled.
Prime Video emphasized that the integration does not allow users to place bets through the streaming platform. Instead, the feature focuses on displaying information for customers who have already made wagers elsewhere. For viewers who do not link a betting account, the broadcast will still provide a rotating stream of live odds and betting information, including moneylines, spreads, totals, parlays and other popular markets.
The rollout begins with Thursday Night Football’s fifth season as an exclusive Prime Video property, opening with the Detroit Lions visiting the Buffalo Bills in the first regular-season game played at Buffalo’s new Highmark Stadium.
FanDuel and Amazon Expand Existing Sports Partnership
The Thursday Night Football launch represents the latest step in a collaboration between FanDuel and Amazon that began with professional basketball broadcasts.
“It’s important to partner with brands that are invested in enhancing the fan experience. We’re helping to transform how brands reach highly engaged consumers,” Danielle Carney, head of U.S. video and live sports sales at Amazon Ads, said when the original NBA and WNBA partnership was introduced. “By prioritizing innovation and storytelling we can create unique opportunities for brands to connect with their audiences that are more meaningful.”
FanDuel President of Sports Mike Raffensperger also highlighted the goal of bringing additional content into live broadcasts.
“By integrating custom content into Amazon Prime … broadcasts, we will enhance the fan viewing experience and connect with new audiences,” said Raffensperger at the time of the NBA and WNBA announcement.
Amazon’s on-screen display is designed to provide bettors with information beyond simple score updates. Users who opt in can track individual wagers and monitor changing probabilities throughout the game. Sample displays released by Amazon show detailed updates on same-game parlays, including the status of each individual selection.
The feature may also support FanDuel’s broader customer acquisition efforts during football season. Parent company Flutter has previously pointed to encouraging results from the basketball integration.
Speaking during a previous earnings call, Flutter Chief Financial Officer Rob Coldrake said: “Our new partnership with Amazon Prime, we’re very excited about and the integrations look like they’re working well for us. From a financial perspective, we’ve seen significant improvement in the NBA parlay handle mix year-on-year. So talking over 1,100 basis points improvement year-on-year, which is flowing through into a healthy product mix as well.”
New AI-Powered Features Join Thursday Night Football Coverage
The FanDuel integration arrives alongside a wider package of broadcast enhancements for Thursday Night Football, according to Awful Announcing.
Prime Video has introduced several new additions to its Prime Insights suite, which is developed through its Next Gen Stats partnership and powered by Amazon Web Services artificial intelligence infrastructure.
Among the new tools is Defensive Alerts, which analyzes pre-snap defensive movement to identify likely blitzers before a play begins. Prime Video describes it as the first predictive-behavior AI model used in a live NFL broadcast.
Additional features include Pocket Health, which evaluates pass protection and pressure around the quarterback in real time. Coverage ID is designed to identify defensive schemes before the snap, while Pressure Alert highlights defenders who break through protection as plays develop.
Prime Video is also launching an End of Game Suite aimed at explaining late-game strategy. The feature illustrates potential game scenarios, including expected possessions, field-position outcomes and what teams need to do to secure victories or mount comebacks during the closing stages of games.
Many of these innovations will initially appear on Prime Vision with Next Gen Stats, the alternate viewing stream featuring analysis from Sam Schwartzstein before potentially moving into the primary broadcast.
Prime Video enters the season following the most-watched campaign in Thursday Night Football’s two-decade history. The platform averaged nearly 15 million live viewers per game last season, according to Amazon.