Amazon DSP adds Spotify's global audio and video inventory

Amazon Ads and Spotify announced a global strategic integration on October 1, 2025, providing advertisers using Amazon Demand-Side Platform with programmatic access to Spotify's streaming audio and video inventory. The partnership combines Amazon's shopping, streaming, and browsing signals with Spotify's audience of 696 million monthly users across nine initial markets.

The integration launched in the United States, United Kingdom, Canada, Germany, France, Italy, Spain, Brazil, and Mexico, with additional countries planned for 2026. According to the announcement, advertisers can now access Spotify's streaming inventory through Amazon DSP, enabling what both companies describe as full-funnel measurement and attribution capabilities.

"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 of Amazon DSP at Amazon Ads. Goldman emphasized that Amazon DSP now provides what she characterized as unprecedented scale across Amazon and open internet audio supply.

Brian Berner, Global Head of Advertising Sales & Partnerships at Spotify, noted that this marks the first time advertisers can access Spotify's inventory through Amazon DSP. "We're committed to making it easy for advertisers to buy, create, and measure on Spotify, and this latest partnership with Amazon DSP will give advertisers greater control and flexibility in order to effectively reach our highly engaged global audience," Berner stated in the announcement.

The partnership addresses a growing demand for programmatic audio access. Spotify reported having 696 million monthly users, representing a substantial audience base for advertisers seeking to reach engaged listeners. The integration allows advertisers to incorporate Spotify's content alongside Amazon's Connected TV inventory within a single platform.

Amazon DSP operates as a technology solution that leverages first-party insights paired with clean room technology. According to the announcement, the platform uses advanced artificial intelligence to deliver ads to audiences through automation that handles campaign planning, buying, and measurement processes.

The technical implementation enables omnichannel activation at scale. Advertisers using Amazon DSP can now plan campaigns that span multiple formats, including streaming audio, video ads, and Connected TV inventory. The integration supports what Amazon describes as effective full-funnel planning, activation, and measurement in a unified solution.

The timing of this partnership reflects broader shifts in digital advertising. Amazon has been expanding its audio advertising capabilities steadily, building out its DSP platform to compete with established programmatic advertising platforms. The addition of Spotify's inventory represents a significant expansion of available audio inventory for Amazon DSP users, following similar partnerships announced earlier this year.

For the marketing community, this development carries several implications. Advertisers working with Amazon DSP gain access to a new pool of premium audio and video inventory without needing to establish separate relationships with Spotify. The integration streamlines media buying processes for brands already invested in Amazon's advertising ecosystem.

The partnership also highlights the increasing importance of programmatic access to premium publisher inventory. Spotify's decision to make its inventory available through Amazon DSP suggests a strategic shift toward broader distribution of its advertising opportunities, moving beyond direct sales relationships. Spotify has pursued aggressive advertising technology expansion throughout 2025, including programmatic ad capabilities and automated podcast buying across multiple markets.

The nine-market launch covers major advertising markets representing diverse geographic regions and languages. The inclusion of Brazil and Mexico indicates attention to Latin American markets, while the European markets of Germany, France, Italy, and Spain provide coverage across major European Union countries. Canada and the United Kingdom round out the English-language markets alongside the United States.

The announcement did not specify which additional countries will receive access in 2026, leaving expansion plans for the partnership's second phase undisclosed. The phased rollout approach allows both companies to assess performance and optimize the integration before expanding to additional markets.

Amazon DSP's clean room technology, mentioned in the announcement, enables data collaboration between advertisers and publishers while maintaining privacy protections. This technology facilitates the combination of Amazon's shopping and browsing signals with Spotify's streaming data without directly sharing raw user-level information between platforms.

The integration positions Amazon DSP as a competitor to other major DSPs that offer access to audio inventory. Google's Display & Video 360 and The Trade Desk have previously offered programmatic access to various audio publishers, but the addition of Spotify's complete inventory to Amazon DSP represents a substantial expansion of Amazon's audio advertising capabilities.

For advertisers, the partnership offers operational efficiency. Instead of managing separate campaigns across multiple platforms, brands can now coordinate Amazon retail media, Connected TV, and Spotify audio campaigns through a single demand-side platform. This consolidation potentially reduces complexity in campaign management and attribution measurement.

The announcement emphasized full-funnel capabilities, suggesting that advertisers can use the integration for awareness, consideration, and conversion objectives. The combination of Spotify's audio environment for upper-funnel brand building with Amazon's retail signals for lower-funnel conversion tracking creates opportunities for comprehensive campaign strategies.

Measurement capabilities represent a key component of the partnership. According to the announcement, the integration provides access to full-funnel measurement and attribution, allowing advertisers to track user journeys from initial audio ad exposure through to conversion events. The specifics of how attribution works across the two platforms were not detailed in the announcement.

The partnership arrives as audio advertising continues growing as a format. Streaming audio has become an increasingly important channel for reaching audiences, particularly as traditional broadcast radio listening declines in key demographics. Spotify's position as a leading streaming audio platform makes its inventory valuable for advertisers seeking to reach streaming audiences, despite recent challenges in its advertising business performance.

Technical implementation details regarding creative requirements, targeting options, and reporting capabilities were not extensively covered in the announcement. Advertisers interested in utilizing the integration will need to work with Amazon Ads to understand specific requirements for campaigns running across Spotify inventory through Amazon DSP.

The global nature of the partnership, spanning multiple continents and language markets from launch, indicates substantial technical preparation and coordination between Amazon and Spotify. Cross-border programmatic advertising introduces complexities around data regulations, currency handling, and local market requirements that both companies needed to address for the simultaneous nine-market launch.

Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024. The platform has experienced significant growth, with Amazon's advertising revenue jumping 22% to $15.7 billion in Q2 2025, demonstrating strong advertiser adoption of platform capabilities.

The partnership builds on Amazon's strategy of expanding premium inventory access. Earlier partnerships with Disneyand Netflix have positioned Amazon DSP as a comprehensive platform for accessing premium streaming content across multiple major publishers.

Timeline

• October 1, 2025: Amazon Ads and Spotify announce global programmatic partnership through Amazon DSP
• October 1, 2025: Integration launches in nine markets - United States, United Kingdom, Canada, Germany, France, Italy, Spain, Brazil, and Mexico
• 2026: Additional countries planned for partnership expansion
• September 16, 2025: Amazon and SiriusXM expand programmatic audio reach through strategic DSP integration
• September 10, 2025: Netflix becomes available in Amazon DSP starting Q4 2025
• September 3, 2025: Smartly integrates Spotify Ads Manager for cross-channel campaigns
• August 4, 2025: Spotify raises premium subscription prices in multiple global markets
• July 31, 2025: Amazon advertising revenue jumps 22% to $15.7 billion in Q2 2025
• June 17, 2025: Disney inventory becomes available on Amazon DSP

Summary

Who: Amazon Ads and Spotify announced the partnership, with quotes from Meredith Goldman (Director, Amazon DSP at Amazon Ads) and Brian Berner (Global Head of Advertising Sales & Partnerships at Spotify).

What: A global strategic integration providing advertisers using Amazon DSP with programmatic access to Spotify's streaming audio and video inventory, combining Amazon's shopping, streaming, and browsing signals with Spotify's 696 million monthly users.

When: The partnership was announced and became available on October 1, 2025, with additional countries planned for 2026.

Where: The integration launched in nine markets: United States, United Kingdom, Canada, Germany, France, Italy, Spain, Brazil, and Mexico.

Why: The partnership enables advertisers to reach engaged audiences at scale through omnichannel activation while providing full-funnel measurement and attribution capabilities, streamlining campaign planning and execution across audio, video, and Connected TV inventory within a single platform.