Amazon Ads has just made a major move – announcing a global partnership with Netflix that gives Amazon DSP users access to premium Netflix ad inventory. This update delivers new reach and control for advertisers in several key markets – including Australia. Amazon Ads
What’s the Big Deal?
Here’s what this partnership adds to the marketing playbook:
- Premium Streaming Access – Starting Q4 2025, brands using Amazon DSP can buy ads that run on Netflix’s ad-supported tier. That means exposure to Netflix’s highly engaged viewership in markets like the US, UK, Australia, Germany, Brazil, Japan, and more. Amazon Ads
- Unified TV + Streaming Campaigns – Amazon DSP already lets you reach consumers across Amazon-owned properties, programmatic display, video, and connected TV. With Netflix in the mix, agencies and advertisers can compress what used to be separate buying processes into one streamlined workflow. Amazon Ads
- First-Party Data & Cleaner Measurement – Through TWENTY TWENTY partnership with Amazon DSP gives us access to Amazon’s first-party data and clean room technology, enabling better attribution, more relevant targeting, and less wasted spend. This means more precision vs older-style streaming and social buys. Amazon Ads
Why This Matters for Brands & Agencies
At TWENTY TWENTY, we see several key implications:
- Expanded Reach, Lower Friction – If you’re an advertiser or brand that’s already pushing on Amazon or using agencies to manage DSP, this integration means deeper streaming inventory without needing separate workflows or partners.
- Better ROI Through Premium Inventory – Netflix’s audience tends to be highly engaged. Ads in that environment can perform better, especially when paired with Amazon’s data-backed targeting — raising lift, reducing waste, and improving the bottom line.
- Agency Opportunity to partner with TWENTY TWENTY – Media Agencies that understand both Amazon DSP and premium streaming spaces are now even more valuable. Clients will look for partners (like us) who have access and can map campaigns from Prime streaming to Netflix to Amazon properties — with consistent messaging, attribution, and optimisation.
What Brands Should Be Thinking About Now
If you’re considering using Amazon DSP with Netflix inventory, here are some strategic tips:
- Plan for the Timing: The feature goes live in Q4 2025, so build your budgets and creative pipelines around launch.
- Streaming-Optimised Creative: Ensure that video assets are high quality, aligned with streaming standards, and crafted for attention (premium audio/video).
- Channel Alignment: Coordinate campaigns across DSP, Amazon properties, and other channels to avoid audience overlap and messaging fatigue.
- Data & Attribution Controls: Make sure clean room setups, first-party data rules, and measurement partners are baked into your DSP strategy from day one.
Final Word
The Amazon-Netflix integration marks a strategic shift: it’s not just about “being on streaming,” but about combining premium streaming inventory with Amazon’s data, reach, and campaign tools. For brands, that means more tools to scale intelligently. For agencies bringing more value to their clients, it means deeper client value and new ways to prove performance.
At TWENTY TWENTY, we’re excited to help brands lean into this change — and see what truly smart scaling looks like.
Get in touch today to find out more
#BeSeen #Amazon & #Netflix