From 18 May 2026, advertisers across the UK and EMEA can apply Amazon's shopper and behavioural data to Netflix campaigns through Amazon DSP. 

What Amazon Audiences on Netflix provides

Amazon Audiences gives advertisers access to targeting segments built from shopping behaviour, browsing patterns and streaming signals across the Amazon ecosystem. The data covers what consumers are actively buying, actively researching and actively considering, across one of the world's largest retail environments. 

When applied to Netflix inventory through Amazon DSP, this means advertisers can reach Netflix viewers based on active shopping intent within specific categories, lifestyle and interest signals derived from real purchase behaviour, and audiences actively in-market for products or services relevant to a brand's category. The Netflix viewing environment provides the reach and attention. Amazon's commerce data provides the audience qualification.

The Brainlabs CTV analysis published this week noted that Amazon puts the scale of this data at trillions of data points, and that the combination makes Amazon's CTV proposition the most addressable it has ever been. That is the practical implication for UK buyers: a premium streaming audience that can now be targeted with the same intent-based precision previously associated with search and retail media.

The UK CTV context

The timing of this launch matters in the context of where UK streaming advertising currently sits. According to BARB, streaming accounted for 38% of total UK TV viewing in 2025, with live TV at 45%. The gap is narrowing, particularly among the 16 to 34 age group. 

IAB UK puts the UK programmatic CTV market at £2.31bn in 2026, growing at 15% year-on-year.

CTV in the UK is not an emerging channel. It is an established channel with a growing share of premium inventory and a measurement infrastructure that is maturing rapidly. The Amazon Audiences integration adds the targeting precision layer that has historically been the gap between CTV's audience scale and the performance accountability that brands expect from digital channels.

Three implications for brands and agencies

As an Amazon agency, we see three practical implications from this launch that matter for how brands should be thinking about their media strategy.

The first is that retail media data is becoming the foundation for audience targeting across premium media environments, not just within ecommerce platforms. Amazon is not limiting its commerce intelligence to Amazon-owned inventory. It is increasingly positioning Amazon DSP as the audience and targeting infrastructure across third-party premium environments. The Global DAX integration and the Samsung TV Plus partnership earlier this year reflect the same strategic direction. The Netflix integration is the most significant example of it to date.

The second is that commerce intelligence is increasingly shaping upper-funnel activation. CTV has historically been planned and measured as an awareness channel. When targeting is grounded in active purchase intent rather than demographic proxy, the distinction between upper-funnel and performance starts to lose its clarity. Brands that continue to plan CTV and retail media as separate budgets with separate objectives are working against the infrastructure that is connecting them.

The third is measurement. Netflix's own Q1 2026 earnings confirmed that programmatic buying is approaching 50% of its non-live advertising inventory and that new measurement tools, including a Conversion API tested by independent agencies, are showing material improvements in ROAS attribution. UK advertisers now have the targeting capability and the measurement framework to hold CTV spend to the same accountability standards as other programmatic channels.

What this means in practice

The practical conversation for brands is no longer whether to include Netflix in a programmatic media plan. It is how to build the audience strategy that connects Netflix's reach with Amazon's data, and how to structure the measurement to show what that combination is contributing to commercial outcomes.

Amazon DSP is the infrastructure that makes both possible. The launch of Amazon Audiences on Netflix is the moment that infrastructure becomes available to EMEA advertisers. The brands that move quickly to build it into their planning will have a timing advantage that compounds as programmatic CTV continues to grow.

Want to understand how to build Amazon Audiences into your Netflix and CTV strategy? Talk to the Vector Retail Media team.

"Retail media data is becoming the foundation for audience targeting across premium media environments, not just within ecommerce platforms. Amazon is not limiting its commerce intelligence to Amazon-owned inventory. It is increasingly positioning Amazon DSP as the audience and targeting infrastructure across third-party premium environments."