Upfront 2026: Amazon is doubling down on YA content with a ‘Fourth Wing’ series. Advertisers are preparing to feast

According to sales execs, Amazon has already penetrated 90% of U.S. households. Next up is an adaptation of Rebecca Yarros’ best-selling novel. Amazon can deliver anything—including, increasingly, eyeballs to advertisers. And now, its upcoming slate of content, including an adaptation of the best-selling novel Fourth Wing and a list of young adult content, is sure to have advertisers excited.