Amazon Ads and Netflix have announced a partnership that gives advertisers using Amazon DSP direct programmatic access to Netflix's premium ad inventory. Available from Q4 2025 across eleven markets including the UK, US, France, Germany and Australia, this is one of the most significant developments in streaming advertising in years.

For us, it is also a natural extension of the work we are already doing for our brand partners on Amazon.

What the partnership actually means

Until now, buying advertising inventory on Netflix required going through Netflix's own sales team or a select group of managed service partners. The new integration changes that fundamentally.

Through Amazon DSP, advertisers can now plan, buy and measure Netflix inventory programmatically, within the same platform they already use to run campaigns across Amazon's own properties, including Prime Video, Twitch and the broader Amazon publisher network.

Amazon's SVP of Ads described the goal as removing the guesswork from TV planning and buying, giving advertisers a simpler way to manage all of their streaming investment in one place. Netflix's President of Advertising framed it as increasing flexibility for marketers while opening up more advanced capabilities over time.

Both descriptions point to the same outcome: advertisers gain more control, more precision and a more complete view of how their campaigns are performing across premium streaming environments.

Why this is significant for brands

Netflix's audience is large, engaged, and valuable. The platform has grown substantially since introducing its ad-supported tier, and the content slate continues to command premium attention from viewers who are actively choosing what to watch.

For brands that have historically found it difficult to access that audience at scale, or that have been managing Netflix investment separately from the rest of their digital media, the Amazon DSP integration addresses both problems at once.

Equally important is what sits underneath the buying capability: Amazon DSP's clean room technology and first-party data infrastructure. Amazon's platform leverages unique shopper insights and advanced AI to deliver ads to relevant audiences with greater efficiency and measurability than most traditional TV buying approaches allow.

How Vector is approaching this for clients

This is not simply about adding a new channel to the media mix. The real opportunity is in combining Netflix's reach with the power of Amazon's first-party shopper data.

By using a brand's Amazon shopping signals to identify and target the most relevant customers on Netflix, we can bring a level of intent-based precision to streaming advertising that has not been possible before. A consumer who has been researching a product category on Amazon can now be reached in a premium content environment on Netflix, at exactly the right moment in their consideration journey.

The result is smarter planning, more precise targeting, and a more unified view of the customer path from initial awareness through to purchase.

The bigger picture

This announcement continues a clear pattern we have been tracking across the Amazon ecosystem: the platform is progressively unifying premium content and advertising inventory under one infrastructure, with first-party data and clean room technology as the connective tissue.

Combined with the introduction of ads on Prime Video and the growing reach of streaming audiences, Amazon DSP is becoming the most complete programmatic solution available to brand advertisers in the UK and beyond.

The brands that start planning for this now, ahead of the Q4 rollout, will be best positioned to capitalise on it.

Want to understand how the Amazon and Netflix integration could work for your brand? Contact the Vector Retail Media team to find out more.

"By using a brand's Amazon shopping signals to identify and target the most relevant customers on Netflix, we can bring a level of intent-based precision to streaming advertising that has not been possible before"