The first iteration of Amazon’s grand experiment with the NFL on Black Friday yielded somewhat underwhelming results.
Friday’s 34-13 blowout win for the Miami Dolphins over the New York Jets averaged 9.61 million on Prime Video — the second-least-watched game on the Amazon platform this season behind only Panthers-Bears earlier in November (9.56M). Overall, it was the eighth-least-watched NFL game on a Nielsen-rated network this season, per SportsMedia Watch.
Perhaps more troubling was the fact that Black Friday’s 4.0 rating was actually the lowest-rated game on Prime of the season, with the 18-49 (3.2), 18-34 (2.5), and 25-54 (3.8) demographics all seeing season lows.
It comes after the NFL once again had a banner day on Thanksgiving, with Thursday’s Packers-Lions and Commanders-Cowboys games both posting massive numbers.
While Thursday games — both on Thanksgiving and otherwise — have become a norm for NFL fans, the Black Friday game may need some time to become part of the zeitgeist; after all, this is the very first iteration after Amazon paid a reported $100 million for the rights.
Assuming fans get adjusted, the game could ultimately pay huge dividends for Amazon: The e-commerce giant is using the opportunity to show more interactive ads to entice viewers to shop on one of its biggest sales days of the year.
![[US, Mexico & Canada customers only] Feb 8, 2026; Santa Clara, CA, USA; Seattle Seahawks head coach Mike MacDonald on the sideline against the New England Patriots during Super Bowl LX at Levi's Stadium.](https://frontofficesports.com/wp-content/uploads/2026/05/USATSI_28190748_168416386_lowres.jpg?quality=80&w=300)
