Since September 2025, Amazon DSP advertisers have had access to Netflix’s ad inventory. What changed on August 4, 2026, is practical: Amazon published the full technical documentation for how to actually set up a Netflix campaign through Amazon DSP, including deal types, vendor requirements, frequency capping, audience limitations, and reach reporting. The integration is no longer in early access. It is a live, documented advertising channel.

For brands already running Amazon DSP, this is worth understanding in detail before adding it to a media plan.

Why This Integration Exists

Netflix reaches a unique and attentive audience – 44% of members who see an ad on Netflix never saw it on broadcast TV or other streamers. Campaigns on Netflix drive almost 2x the TV norm on long-term brand building and 23% above benchmarks on purchase intent compared to competitors.

Amazon’s interest in the partnership is straightforward. Amazon DSP’s authenticated identity graph, built from purchase behavior, browsing signals, and retail data, can now be applied to Netflix’s premium streaming environment. A retail brand that previously could use Amazon’s purchase data only to target audiences on Amazon-owned properties can now extend those same audience definitions to Netflix inventory. Amazon’s purchase signals reach Netflix’s living room.

For brands, this collapses a step that previously required separate negotiations, separate tech stacks, and separate measurement. Netflix inventory is now accessible through the same DSP interface, the same deal workflow, and the same reporting layer you use for Prime Video and other streaming placements.

How Netflix Campaigns Work in Amazon DSP

Netflix supply is available for private auction and programmatic guaranteed deals only, it is not available through open auction. Before creating a campaign, you need a Netflix deal with the correct configuration. Existing deals are not compatible with Amazon audience-enabled campaigns and will not work.

There are two ways to secure a deal. You can work with Netflix or your Amazon Ads representative directly, in which case the deal appears automatically in your Amazon DSP manager account via API once it is ready. Or you can submit a deal proposal to Netflix directly inside Amazon DSP through the deal proposal workflow.

Once a deal is in place, the campaign setup follows the standard Amazon DSP structure: campaign, ad groups, and ads. Activation is straightforward: enable the ad groups and campaign via the toggle in the Campaigns interface.

Vendor requirements are strict. Netflix maintains firm third-party vendor requirements for all ad serving and measurement. Supported ad serving vendors are Google Campaign Manager 360 and Innovid. Supported measurement and verification vendors are DoubleVerify and Integral Ad Science. All other third-party vendors are not supported. If you are currently using a different vendor for your DSP campaigns, you will need to switch to one of the approved options or use Amazon DSP-hosted ad options before running on Netflix inventory.

What Amazon Audiences Can and Cannot Do on Netflix

Starting Q2 2026 in the US, advertisers can apply Amazon Audiences to Netflix campaigns, audience segments built from Amazon’s purchase and behavioral data, applied to Netflix’s streaming environment. That is the meaningful capability at the center of this integration. Your Amazon customer cohorts, category buyers, high-LTV segments, competitor brand shoppers, can now be used to target audiences on Netflix.

The limitations are specific and worth knowing before building a campaign:

Amazon audiences are available on private marketplace run-of-network deals only. They are not available on programmatic guaranteed deals. Do not layer third-party audiences, genre detargeting, or Netflix-side targeting on Amazon audience-enabled deals – this will stop delivery. Similar audiences and durable audiences are not available on Netflix inventory. Ad Exposure remarketing is not available. Audience-level reporting is not available. Brand safety settings through Amazon DSP do not apply to Netflix inventory; contact Netflix directly for brand safety options.

Frequency caps are fully enforced for private auction and preferred deals. For programmatic guaranteed deals, impressions count toward caps but cannot be suppressed on the Netflix line item.

What Is Actually Measurable

De-duplicated reach and frequency metrics are now available for Netflix ad group lines and populate automatically, no setup, no opt-in, no additional cost. These metrics are available across all 11 Netflix ad-supported locales.

Netflix and Spotify are now direct integrations available through Amazon DSP, with reach and frequency metrics that feed into cross-publisher measurement. That matters for brands running streaming TV alongside Netflix; you can measure unduplicated reach across Prime Video, Netflix, and other inventory sources from the same platform, without reconciling separate reports.

The measurement piece is what has historically made streaming TV difficult to justify in a performance-oriented media plan. De-duplicated reach and frequency data, combined with Amazon’s purchase attribution from the same DSP, changes that calculus meaningfully.

What Brands Should Be Thinking About Before Running Netflix Campaigns

Netflix inventory is premium, which means it is expensive relative to other streaming placements, and the minimum deal thresholds reflect that. This is not a format to test with a small budget expecting performance metrics comparable to Sponsored Products. The right frame for Netflix through Amazon DSP is brand building with measurable audience reach, not direct-response conversion.

The brands for whom this makes sense have a few things in common. They are already running Amazon DSP with meaningful budget; Netflix is an addition to a working DSP strategy, not a standalone channel. They have a product or brand story that benefits from a lean-back, high-attention streaming context. And they have creative that is production-quality for the streaming environment, not repurposed Sponsored Brands video.

A recent Dove campaign spanning consumer products and custom creative on Netflix saw an almost 60% increase in new shoppers for products. That result reflects both the reach quality of Netflix’s audience and the creative investment Dove made for the placement. The format rewards brands that treat it like a premium channel, not a cheaper extension of search advertising.

If you are running Amazon DSP and have not yet looked at Netflix as an inventory source, the August 2026 documentation update is a useful moment to evaluate it. The technical setup is now clearly documented, the audience integration is live, and the measurement tools are in place. Whether the economics make sense depends on your category, your brand objectives, and your existing DSP performance, but the access barrier that existed before the Amazon partnership is gone.

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Author: Oleksandr Kovalov
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