By Carl Wartzack, CEO, WBX
The advertising landscape just took another major step forward. Amazon Ads and Netflix have announced a partnership that will give advertisers direct access to Netflix’s premium ad inventory through Amazon DSP, beginning in Q4 2025.
This deal expands the reach of Amazon’s already-powerful advertising ecosystem, combining two of the most influential players in streaming and retail media. For brands, it represents one of the most significant opportunities yet to connect storytelling and commerce in a single system.
Why This Partnership Matters
With this integration, advertisers using Amazon DSP will gain direct access to Netflix’s global audience across 11 key markets, including the U.S., UK, France, Germany, Japan, and Brazil. That means one platform can now deliver:
- Amazon retail audiences, backed by unmatched first-party shopping signals
- Prime Video, Fire TV, and Twitch inventory, tied to premium content and live sports
- Netflix’s global subscriber base, across some of the most watched shows and films in streaming
The result is a single ecosystem where advertisers can manage TV planning and buying seamlessly, while tapping into retail media insights that turn impressions into measurable outcomes.
The Role of Amazon DSP
Amazon DSP is already a high-performing solution for advertisers, built on trillions of proprietary shopping, browsing, and streaming signals. It pairs advanced AI with privacy-safe clean rooms to drive relevant, impactful campaigns.
By layering Netflix inventory into this system, brands will be able to:
- Extend reach into one of the largest premium content platforms
- Target with precision using Amazon’s data and AI
- Measure outcomes with transparency across the full funnel
It’s not just about buying ads. It’s about creating meaningful moments between brands and consumers at scale.
What This Means for Brands
At WBX, we see this as another clear signal: retail media and streaming are converging into one of the most powerful growth engines in advertising.
For marketers, the implications are big:
- Efficiency — One DSP, multiple premium platforms, and global scale.
- Relevance — First-party data ensures ads are timely, contextual, and shoppable.
- Performance — Closed-loop measurement connects every impression to outcomes.
The lines between brand and performance media are disappearing. Amazon and Netflix are showing us that premium storytelling and commerce can now work in unison — not in silos.
The WBX Point of View
This partnership reinforces the direction we’ve been championing at WBX: brands need to think holistically about media, commerce, and data. The winners will be those who embrace the full-funnel future and build systems that move seamlessly from attention to action.
Amazon and Netflix have raised the bar. Now it’s up to brands to seize the opportunity.
At WBX, we’re ready to help you do exactly that.
Let’s build what’s next. Send us a message to get started.