Spotify and Amazon Ads are joining forces in a global partnership that could reshape digital audio advertising. The deal integrates Spotify’s audio and video ad inventory into Amazon’s demand-side platform (DSP). As a result, advertisers gain new ways to reach Spotify’s 696 million monthly users with precise targeting and improved measurement.
From Rivals to Collaborators
For years, Spotify and Amazon Music have competed for listeners and ad dollars; however, this alliance signals a strategic shift toward collaboration in programmatic advertising to unlock scale, efficiency, and cross-channel insights. Beginning October 1, advertisers in the U.S., U.K., Canada, Germany, France, Italy, Spain, Brazil, and Mexico can buy Spotify ads through Amazon DSP. Consequently, brands can leverage demographic, shopping, and behavioral data to reach engaged audiences at scale. More countries are expected to follow in 2026.
Meanwhile, Amazon has been expanding its DSP partnerships, adding Netflix, Disney, Roku, and SiriusXM. Now, with Spotify on board, Amazon strengthens its position in audio advertising. Furthermore, Meredith Goldman of Amazon Ads describes audio as a “growing channel of consumption” that has been underserved. In fact, she says Amazon DSP offers “unprecedented scale” across Amazon and the open internet for planning and activation.
At the same time, Spotify is building on its April launch of the Spotify Ad Exchange (SAX), which works with The Trade Desk and Google DV360. Early results show lower costs per household and per action for campaigns that include Spotify inventory. Consequently, advertisers can achieve efficiency while maintaining reach. Brian Berner of Spotify calls the Amazon DSP deal a milestone and says it gives advertisers greater control and flexibility to reach a highly engaged global audience.
Why This Deal Matters for Advertisers
Ultimately, this collaboration reflects a broader trend: streaming audio is growing, and advertisers want better tools to harness it. By combining Spotify’s reach with Amazon’s programmatic capabilities, the partnership offers brands a powerful way to connect with listeners worldwide. As a result, audio now looks less like a niche and more like a core pillar of digital marketing.
In conclusion, the takeaway is clear: programmatic audio is accelerating, and this deal raises the ceiling for scale, targeting, and attribution. Advertisers gain more control, while listeners benefit from better-aligned messaging. Consequently, expect audio to play a larger role in omnichannel plans.
About the Author
