In a major streaming crossover, Netflix and Amazon announced a partnership allowing advertisers to buy Netflix’s ad inventory through Amazon’s demand-side platform (DSP). The deal, which rolls out in Q4 2025, gives Netflix access to Amazon’s massive ad-buying infrastructure and its deep well of retail data.
- Playing the field: For Netflix, the deal adds Amazon to its roster of programmatic ad partners, which already includes Google and The Trade Desk. "This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility," said Netflix’s President of Advertising, Amy Reinhard.
- Data is king: For Amazon, the deal continues its strategy to become a central hub for streaming ad buys. Because its platform is built on a foundation of retail data, it offers a unique advantage its competitors lack, giving advertisers more potent signals for their campaigns.
- Gotta catch 'em all: Amazon has already inked similar deals with most other major streamers, including Disney and NBCUniversal. Since launching its ad tier in 2022, Netflix has struggled with scale, and this partnership gives it a direct line to a wider pool of advertisers.
This alliance could be the key to turning Netflix’s advertising experiment into a serious money-maker. The deal comes as Madison Avenue grapples with a growing glut of streaming TV inventory. Meanwhile, Netflix isn't just relying on partners; it’s also building its own ad-tech platform for 2026. The partnership underscores the scale of Amazon's advertising arm, which saw its revenue climb to over $56 billion in 2024.
