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Netflix headquarters in Los Gatos, California

Netflix taps Amazon to sell streaming ads in new partnership

Starting this fall, brands will be able to access Netflix’s premium ad slots using Amazon’s buying tech.

Nia Warfield

Netflix is making it easier for advertisers to get in front of its growing ad tier audience. The streamer announced a deal with Amazon Ads that will let brands buy Netflix ad space directly through Amazon’s demand-side platform (DSP).

The rollout begins in Q4 across 11 markets including the US, UK, Canada, Japan, and Germany. For marketers, it means one-stop shopping: they can use Amazon’s ad tools to plan, buy, and measure campaigns that now include Netflix shows and movies.

“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP,” said Paul Kotas, senior vice president of Amazon Ads. “Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”

For Netflix, the tie-up boosts its credibility in the streaming ad wars against rivals like Disney+ and Hulu. For Amazon, the partnership adds a high-profile partner to its growing ad empire just as brands gear up for the holiday season.

While Netflix no longer breaks out total subscriber numbers, its ad-supported tier has been gaining traction since the streamer’s password-sharing crackdown. In May, Netflix said the discounted plan had hit 94 million users despite being less than 3 years old.

Amazon shares were down about 2.5% Wednesday afternoon, while Netflix shares were flat.

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