Amazon's AI-powered pet-matching tool, PetIQ's PetArmor brand, and Best Friends Animal Society have launched "Protect Playtime", a campaign to match shelter dogs and cats with potential adopters and owners. The campaign combines an AI tool on Amazon with Amazon Nova Reel-generated videos of individual shelter animals to drive adoptions. The tool matches prospective adopters with compatible shelter pets and a pilot event in Glen Rose, Texas, in February 2026 produced 24 adoptions in a single day, four times the previous record. Personalised generative video content for each animal will be distributed across Prime Video and Amazon Streaming TV ads through July 31, 2026. Best Friends, which partners with over 6,000 shelters and rescue organisations across the US, provided the data infrastructure and shelter network that underpins the matching tool’s reach. Campaign aims to reduce the gap between the national no-kill aspiration and the reality of shelters that lack resources, visibility, or adoption throughput to move animals out faster than they arrive.