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Amazon and Netflix sign streaming advertising deal

Ken Metral

10 Sep 2025 — 2 min read

Credit: Amazon.com, Inc./Netflix, Inc.

In a landmark move that further reshapes the streaming ad landscape, Amazon and Netflix have entered into a significant partnership that will make Netflix’s ad-supported inventory available through Amazon’s demand-side platform (DSP).

The integration is set to roll out in Q4 across key international markets, including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.

A Strategic Expansion in Streaming Ads

The deal is notable not only for its global reach but also because Amazon itself operates Prime Video, a leading ad-supported streaming platform. With this agreement, Amazon now positions its DSP as one of the few that can programmatically buy advertising across nearly all major U.S. streaming services.

Amazon’s ad portfolio already includes integrations with NBCUniversal’s Peacock, Warner Bros. Discovery’s Max, Fox’s Tubi and Fox One, and Paramount’s Paramount+ and Pluto TV. Earlier this summer, Amazon secured a separate deal with Disney, bringing Disney+, Hulu, and ESPN inventory into its DSP ecosystem. The Netflix partnership completes what many in the industry see as a near-total consolidation of premium streaming inventory under Amazon Ads.

Industry Impact

For marketers and media buyers, the Netflix agreement simplifies ad planning by streamlining access to a wide array of top-tier streaming platforms. While agencies often use multiple DSPs to diversify their reach, Amazon’s growing dominance as both a streaming operator and backend service provider makes its platform increasingly difficult to ignore.

Amy Reinhard, president of advertising at Netflix, framed the deal as an extension of Netflix’s advertiser-friendly strategy:

“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.”

Paul Kotas, senior vice president of Amazon Ads, echoed the sentiment, emphasizing the simplified buying experience for advertisers:

“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. 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.”

The Bigger Picture

This move underscores Amazon’s rapid growth in the advertising sector, evolving from a retail-driven ad powerhouse into a central player in connected TV and streaming. As Netflix continues to build out its ad-supported tier, the collaboration offers both companies an opportunity to deepen ties with advertisers eager to tap into streaming’s premium audiences at scale.

The Amazon–Netflix alliance could also set the tone for further consolidation in the ad-tech ecosystem, where the battle for control of streaming inventory is becoming as important as the battle for subscribers.

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