Amazon Ads and Spotify Announce Global Ads Partnership
Amazon Ads and Spotify have formed a global programmatic partnership, meaning that advertisers using Amazon DSP now have direct access to Spotify’s streaming audio and video inventory.
Key points:
- The integration is live now in select markets (U.S., U.K., Canada, Germany, France, Italy, Spain, Brazil, Mexico), with more to come in 2026.
- Brands can now plan and activate “full-funnel” campaigns (awareness through conversion) within a unified DSP environment that spans Amazon’s owned assets and open-internet inventory which now includes Spotify.
- The tie-up allows Amazon’s first-party signals such as shopping, streaming, browsing behaviours to combine with Spotify’s audience reach of 696 million monthly users to enable more precise targeting, attribution, and measurement.
Spotify’s ad inventory of audio & video is now “DSP-accessible” via Amazon, so brands don’t have to run separate deals or platforms, they can fold it into their existing programmatic mix.
How Brands Can Tap into Spotify’s Audio & Video Inventory
To make the most of this capability, here are strategic steps and tactical playbooks:
1. Include Audio & Video Touches
- Place Spotify audio impressions early in the funnel to build awareness and affinity.
- Use video ads later to drive stronger recall or message reinforcement.
- Employ retargeting flows: e.g. someone hears the audio ad then later sees a video or display ad.
2. Leverage Amazon’s First-Party Signals for Smarter Targeting
- Use purchase intent segments (e.g. people who recently browsed or added to cart) and layer Spotify ads to reach them with brand messages.
- Deploy “lookalike” or “similar audiences” based on high-value customers and reach them via Spotify’s reach.
- A/B test audience overlaps: pure audio reach vs. audio + video vs. audio + display.
3. Craft Audio-First Creative That Works in Spotify’s Environment
- Prioritise strong hooks early (0–5 seconds) to capture attention in an audio stream.
- Use voiceovers, music, and sound design to enforce your brand identity.
- For video variants, ensure the video works even when viewed in a reduced or sound-off context as many users may only hear.
- Tailor creative length and format (e.g. 15-second, 30-second, or shorter “bumper” audio) based on Spotify’s ad formats and best practices.
4. Sync Messaging Across Channels
- Maintain consistency across creative messaging in audio, video, display, CTV, etc.
- Use sequencing so that a user might first hear the brand’s audio message, then see video or display messaging reinforcing it.
- Use frequency capping wisely to avoid overexposure.
5. Optimise & Measure
- Use Amazon DSP’s unified reporting to see how Spotify placements perform relative to other channels (e.g. cost per reach, engagement, conversions).
- Define goals: how much lift did Spotify addition bring?
- Monitor metrics like completion rate for video, listen-through rate for audio, and conversions.
Summary
Amazon Ads and Spotify have teamed up, letting Amazon DSP advertisers access Spotify’s audio and video inventory programmatically. Brands can now run full-funnel campaigns across Amazon and Spotify, combining Amazon’s first-party shopping signals with Spotify’s 696M monthly users for precise targeting. Strategies include audio-first creative, cross-channel sequencing, retargeting flows, and A/B testing, all optimised through Amazon DSP’s unified reporting.
Advertisers can start small with pilots, scale high-performing campaigns, and explore innovative placements like podcasts, branded playlists, and time-sensitive promos making Spotify ads seamlessly part of their programmatic mix.