Amazon’s advertising and streaming worlds are converging in a big way. In late 2025, Amazon Ads and Netflix announced a partnership that lets brands buy Netflix’s premium streaming TV ad inventory through the Amazon Demand-Side Platform (DSP). This move represents a breakthrough in commerce media and streaming TV, promising to blur the lines between brand-building and performance marketing. By uniting Amazon’s vast shopper data with Netflix’s global audience, the alliance opens new opportunities for marketers to reach consumers on Netflix with unprecedented targeting precision and measurable outcomes. For growth-focused brands, the Amazon DSP + Netflix partnership isn’t just another media deal – it’s a signal that retail media’s future lies in premium entertainment environments, where advertising can directly drive sales and brand lift simultaneously.
Before diving into the Netflix integration, it’s important to understand what Amazon DSP brings to the table. Amazon DSP is Amazon’s programmatic advertising platform that allows brands to purchase display, video, and audio ads both on Amazon-owned properties and across thousands of external websites and apps. Unlike Amazon’s on-site Sponsored Ads (which show on Amazon.com or the Amazon app), DSP campaigns extend off Amazon, reaching audiences on sites like IMDb, Twitch, Fire TV apps, third-party websites, and now even Netflix. The key advantage? Amazon DSP harnesses Amazon’s unparalleled first-party consumer data – shopping and browsing signals from hundreds of millions of Amazon users – to target ads with extreme granularity.
In practical terms, Amazon’s first-party data means advertisers can define audiences based on real purchase intent and behavior. For example, a marketer could target “women ages 25–34 who recently searched for running shoes.” Amazon’s DSP will then bid in real time to serve that audience the brand’s ads wherever they are online. This data-driven targeting is backed by scale: Amazon’s ad network reaches an average 300+ million consumers in the U.S. across its retail site, streaming services, and DSP channels. In CEO Andy Jassy’s words, Amazon’s “trillions of… browsing, shopping, and streaming signals” combined with broad publisher relationships enable greater precision and efficiency in advertising.
Crucially, Amazon DSP also offers closed-loop measurement. Because Amazon can track shoppers exposed to an ad all the way to an eventual purchase (on Amazon’s marketplace), advertisers get clear attribution for their DSP campaigns. The platform’s secure clean-room environment and analytics tools allow brands to see how many ad viewers went on to buy the product or engage with the brand – even across devices. This closed-loop attribution is a marketer’s dream: it directly ties ad spend to sales revenue, enabling optimization for true Return on Ad Spend (ROAS). In short, Amazon DSP provides an engine for full-funnel marketing: it can build upper-funnel awareness among relevant audiences and then retarget those audiences to drive conversions, all while measuring the outcomes with Amazon’s data.
With Amazon DSP’s capabilities in mind, the significance of the Netflix partnership becomes clear. Announced in September 2025, the deal provides Amazon DSP users in 11 countries – including the US, UK, Germany, Japan, and others – with direct access to Netflix’s premium ad inventory on its new ad-supported tier, starting in Q4 2025.
However, not all DSPs are equal in this equation. Amazon’s DSP brings a unique advantage the others can’t match: commerce-rich targeting data. As one analysis put it, Amazon offers “a layer the rest can’t match: commerce data,” giving advertisers more than just broad reach – it gives them actionable purchase intent signals to power their Netflix ads. In other words, while competitors like Google or The Trade Desk can buy Netflix spots, only Amazon lets you overlay deep shopper insights (e.g. in-market for electronics, frequent pet product buyers) when serving ads on Netflix.
From Netflix’s perspective, partnering with Amazon opens the floodgates to new advertisers and ad spend. It makes Netflix’s premium streaming inventory easier to buy (within the familiar Amazon Ads interface) and potentially more performance-oriented. Amazon Ads SVP Paul Kotas noted the goal is to “remove the guesswork for advertisers” so they can manage all their streaming ad buys via Amazon Ads.
Another implication is cost and efficiency. Amazon reportedly offers discounts on DSP fees for advertisers buying outside streaming inventory (like Netflix). In some cases, brands may find it cheaper to access Netflix through Amazon than via direct IOs or rival platforms. Combine that with Amazon’s ability to de-duplicate reach and control ad frequency across channels, and marketers get a very compelling value proposition: broad CTV reach without the usual waste. Early signals from agencies suggest this is shifting ad budgets toward Amazon’s DSP.
For brand growth leaders, Netflix’s inclusion in Amazon DSP means massive new reach in a highly engaging environment – delivered with the precision of Amazon’s data. Netflix is one of the world’s largest streaming platforms, and its ad-supported tier (though relatively new) is growing rapidly. By tapping into Netflix through Amazon DSP, brands can now reach segments of consumers who may be “cord-cutters” or light TV viewers, including younger demographics that favor streaming. Critically, they can do so without sacrificing targeting relevance.
From CPG to electronics to home goods, advertisers in high-intent categories can leverage Amazon’s data to zero in on the right Netflix viewers. For example, a beverage company could serve ads only to Netflix households “in-market for organic groceries”, an electronics maker might target viewers who have been browsing 4K TVs on Amazon, and a home décor brand could reach “home décor enthusiasts” streaming interior design shows. What was once reserved for big-budget TV campaigns is now accessible to even mid-sized brands, effectively “democratizing” streaming TV advertising.
Additionally, because all of this is run through Amazon’s platform, brands can manage frequency and reach holistically. A viewer who sees the CPG brand’s ad on Netflix can be capped or sequenced so that the same person might later see a follow-up display ad on a news website via Amazon DSP, rather than being hit with the identical ad over and over on Netflix. This cross-channel frequency management leads to more efficient reach – maximizing how many unique prospects you touch while avoiding over-exposure. Amazon has touted its ability to provide “de-duplicated reach” across streaming partners, meaning the platform can identify overlaps in audience and ensure your combined Netflix, Prime Video, and other CTV buys aren’t just hitting the same eyeballs redundantly. For brands, this promises better CPM efficiency and a more controlled brand message delivery.
The Netflix partnership allows marketers to apply sophisticated Amazon DSP targeting tactics to streaming television – something not previously possible at this scale. Key targeting capabilities include:
What does this all mean for the metrics that matter to growth teams? In short, the Amazon DSP + Netflix combination is poised to improve a range of advertising KPIs, from ROI to brand metrics:
The integration of Netflix into Amazon’s DSP marks a pivotal moment in advertising. It signals that the walled gardens of streaming TV are opening up to the data-driven, performance-oriented approach that has defined ecommerce advertising. For brand marketers, it means you can have the best of both worlds: the immersive reach of television and the surgical targeting & measurement of digital marketing. By activating Amazon’s rich audience segments on Netflix, brands can accelerate growth – driving not just impressions, but outcomes.
Early movers will likely reap the benefits of this partnership as competition in streaming ads heats up. Those who leverage in-market and lifestyle targeting to feed the funnel, retarget to close the sale, and rigorously track new-to-brand and ROAS metrics will set a high bar for ROI on what was once considered a pure awareness channel. In a time when every marketing dollar is scrutinized, the Amazon DSP + Netflix combo offers a compelling case for investment: efficient scale, accountable results, and unified cross-channel control. In the bigger picture, as retail media and streaming converge, the message is clear: the future of brand growth lies in harnessing data and content together. Amazon and Netflix’s partnership is just the start of a new era where advertising can be as targeted as a search ad and as impactful as a Super Bowl spot, all at once.
