Video ad tech provider FreeWheel announced a partnership with Amazon, which will see it powering the e-commerce giant’s video ad platform.

Amazon users will see more game trailers, movie trailers, how-to videos and other video content appear across various product categories as a result. These will be short videos surfaced within relevant search results, the company says.

According to the announcement, the partnership will integrate relevant brands and e-commerce ad experiences with Amazon’s video content. For example, a video game trailer could include a “shop now” button so customers can go to the title’s page on Amazon. A movie trailer might include a short pre-roll ad for new products.

Amazon Media Group VP of Global Advertising Sales Lisa Utzschneider said, “Our customers love video. We’re excited to be connecting customers and advertisers through our video content, in ways that help customers discover and learn about great, relevant products. We benefit from FreeWheel’s video advertising expertise as we work to provide a great customer and advertiser experience.”

FreeWheel Founder and Co-CEO Doug Knopper added, “We are thrilled to be teaming with such a significant player in the online content space. It’s exciting to be expanding our collaboration set and to be working with a new type of digital content provider.”

Terms of the deal weren’t disclosed.

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