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.

9/10/25 1:07PM

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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Texas sues Netflix, accusing streamer of spying on children and collecting user data without consent

The state of Texas filed a lawsuit Monday against streaming giant Netflix, alleging that the company has built a “behavioral-surveillance program of staggering scale.”

The suit alleges that Netflix is “deceptively designed” to be addictive, using features like autoplay to get viewers hooked, “mining those users for data, and then converting that data into lucrative intelligence for global advertising juggernauts.”

“When you watch Netflix, Netflix watches you,” the lawsuit reads.

“This lawsuit lacks merit and is based on inaccurate and distorted information,” Netflix said in a statement to Sherwood News. “Netflix takes our members’ privacy seriously and complies with privacy and data‑protection laws everywhere we operate.”

Texas is seeking civil penalties of “up to $10,000 per violation” of the Texas Deceptive Trade Practices-Consumer Protection Act, along with an additional penalty of up to $250,000 per violation involving a consumer aged 65 or older.

“Netflix is not the ad-free and kid-friendly platform it claims to be. Instead, it has misled consumers while exploiting their private data to make billions,” said Texas Attorney General Ken Paxton in the press release announcing the lawsuit.

Netflix did not immediately respond to a request for comment.