When Amazon’s Prime Video streams a new “Black Friday” NFL game later this year, viewers won’t be greeted solely by a live match.

The company plans to offer commercials featuring its talent around the event, according to Danielle Carney, who heads up NFL sales for Amazon. During remarks made at an industry conference, Carney envisioned different “talent” being tapped to talk to viewers about possible buying opportunities. “Black Friday,” the day after Thanksgiving, is typically seen as the first day of the U.S. holiday shopping season.

“We can be thoughtful about deals we are showing to those who are tuning in,” Carney said, a possible allusion to the fact that streamers can place ads in front of specific audiences by using data about subscribers as well as consumer information from particular sponsors.

Whether “talent” might involve “Thursday Night Football” analysts like Al Michaels, Kirk Herbstreit or Charissa Thompson...