Amazon Ads and Netflix have announced a new partnership that will allow advertisers to buy Netflix ad inventory programmatically through Amazon DSP, with the rollout beginning in Q4 2025.
The integration will be available in 11 markets, including Australia, the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, and Germany, giving marketers direct access to Netflix’s ad-supported tier.
The move signals a further maturing of Netflix’s advertising model, following the global launch of its ad-supported subscription in late 2022. For Amazon, it adds another premium streaming environment to its programmatic offering, leveraging its DSP’s first-party insights and clean room capabilities to improve campaign efficiency and performance.
“We’re delighted to enter into this partnership with Netflix enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP,” said Paul Kotas, Senior Vice President, Amazon Ads. “Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”
Amy Reinhard, President of Advertising at Netflix, added: “This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals. By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience.”
Amazon DSP (demand-side platform) provides access to programmatic video, display, and audio inventory both on and off Amazon, underpinned by data from Amazon’s own retail and media ecosystem. The integration with Netflix is expected to further attract brand advertisers looking to combine reach with data-driven targeting.
It’s the latest move in a broader wave of consolidation and integration across the connected TV ad market, as platforms seek to offer buyers more seamless, scalable access to premium streaming content. The announcement also follows earlier speculation that Netflix was preparing to reduce its reliance on Microsoft as its exclusive sales partner in favour of multiple programmatic pathways.
The companies have not disclosed whether advertisers will need to meet specific minimums or conditions to access Netflix inventory via Amazon DSP, though further details are expected closer to launch.