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.

(L-R) Rebecca Yarros, Lisa Joy, Meredith Averill, and Michael B. Jordan speak onstage during the Amazon Upfront at the Beacon Theatre on May 11, 2026 in New York. [Photo: Roy Rochlin/Getty Images for Amazon]

Amazon can deliver anything—including, increasingly,........

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