The expanded partnership will allow advertisers to access Spotify’s inventory through Amazon’s demand-side platform (DSP)
Amazon Ads has expanded its partnership with Spotify to offer Australian advertisers programmatic access to the music platform’s global audience of nearly 696 million monthly users, as well as 290 million subscribers.
Amazon has trillions of streaming, shopping, and browsing signals, and the deal will provide Amazon DSP users access to full-funnel measurement and attribution. It will streamline and support the customer journey.
The move builds on the partnership announced at the end of last year, which has seen Amazon Ads roll this service out across the US, UK Canada, Germany, France, Italy, Spain, Brazil, and Mexico. Other countries will be added in 2026.
This ‘full-funnel’ approach reflects an industry-wide shift to track data at every step of a consumer’s site visit.
The activation, planning, and tracking of campaigns will be combined into a single system, with Amazon’s connected TV (CTV) and display inventory alongside Spotify placements, bringing together the disjointed marketing dashboard that has become so common.
For retailers and gaming marketers, the access to first-party shopping and intent data from Amazon could help personalise campaigns and bridge the gap between brand awareness and conversion.
“By combining Amazon’s diverse audiences and first-party signals with Spotify’s high-quality content and engaged fan base, we’re creating new and meaningful ways for advertisers to amplify their omnichannel advertising strategies,” said Meredith Goldman, director, Amazon DSP at Amazon Ads.
“Amazon DSP now has unprecedented scale across Amazon and open internet audio supply, allowing us to set new standards for holistic campaign planning and activation.”
Advertisers who use Amazon DSP will, from today, be able to access Spotify’s audio and video ad inventory, which could enable multichannel activation at scale.
“Amazon DSP leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. It leverages advanced AI to deliver impactful ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement,” Amazon confirmed in a statement.
