Amazon Ads & SiriusXM Partner to Bring Premium Digital Audio to Amazon DSP

Amazon Ads and SiriusXM Media have announced a new partnership that brings SiriusXM’s premium digital audio inventory into the Amazon DSP. This integration allows advertisers to programmatically buy audio ads across Pandora, SoundCloud, and (soon) the SiriusXM Podcast Network, with Amazon’s first-party audience insights and measurement capabilities built in. 

For brands, this means an opportunity to make audio a true part of their omnichannel media mix combining awareness, consideration, and conversion strategies within a single platform. 

What’s New 

  • Access to SiriusXM’s Digital Audio Portfolio: Brands can now purchase ads programmatically through Amazon DSP across Pandora, SoundCloud, and soon, the SiriusXM Podcast Network. 

  • Massive Reach: SiriusXM reaches roughly 160 million monthly digital listeners in the U.S. 

  • Data-Driven Targeting: Amazon’s first-party signals (shopping, streaming, browsing behaviour) can be used to find high-intent audiences across audio content. 

  • Full-Funnel Measurement: Advertisers will be able to measure audio campaign impact beyond impressions and listens, connecting ad exposure to actual business outcomes. 

  • Omnichannel Integration: Audio can now be planned and bought alongside display and video campaigns in the same DSP, creating a more unified media strategy. 

  • Initial Roll-Out: Select advertisers will gain access beginning in Q4 2025. 

 Why This Matters 

This integration is a big step toward closing the gap between audio consumption and ad spend. With streaming music and podcasts booming, advertisers have been seeking better ways to target, measure, and attribute results in the audio space. 

By combining Amazon’s first-party data with SiriusXM’s premium content, brands can now deliver audio campaigns with the same precision and measurability they expect from display and video making audio a stronger lever in their marketing mix. 

How Brands Can Use Audio Ads Strategically 

Audio advertising isn’t just about reach; it’s about engaging listeners in moments where they’re deeply immersed. Here’s how brands can take advantage of this new integration: 

  1. Top-of-Funnel Awareness Campaigns 
     Audio is ideal for building awareness. Short, memorable ads can introduce your brand or product during moments when listeners are relaxed, commuting, working out, cooking and creating a positive association. 

  1. Retargeting & Reinforcement 
     With Amazon DSP’s targeting, brands can retarget shoppers who viewed or purchased related products on Amazon. For example, if someone browsed protein powders, you could serve them an audio ad for your sports nutrition brand. 

  1. Product Launches & Event Tie-Ins 
     Use audio storytelling to build excitement around a product launch or a major retail event like Prime Day or Black Friday. Branded podcast segments or host-read ads can go deeper into product benefits. 

  1. Driving Direct Action 
     Incorporate clear CTAs (“Shop now on Amazon,” “Listen to our playlist”) and use Amazon’s attribution tools to measure lift in detail page views, add-to-carts, and purchases. 

  1. Contextual Alignment 
     Align ad creative with the content genre or listener mood e.g., upbeat ads during workout playlists, calm messaging during chill study sessions, or storytelling during long-form podcasts. 

Which Brands Can Benefit Most 

While nearly any advertiser can benefit from adding audio to their mix, some categories are especially well-suited: 

  • CPG & Household Brands: Frequent reminders keep products top of mind and drive habitual purchases. 

  • DTC & Challenger Brands: A cost-effective way to reach national audiences without TV budgets. 

  • Seasonal & Gifting Brands: Timely messaging around key shopping moments can capture in-market buyers. 

  • Health, Fitness & Wellness: Perfect for reaching consumers in the right mindset during workouts, meditation, or wellness podcasts.  

Challenges & Considerations 

  • Creative Investment: Audio requires great scriptwriting and production to stand out. Don’t just repurpose video ads, you need to create bespoke audio content. 

  • Measurement: Test campaigns carefully to understand lift, especially when tying audio exposure to conversions. 

What’s Next 

  • Broader Access: Expect a full roll-out beyond the initial Q4 2025 wave. 

  • Podcast Expansion: SiriusXM’s podcast network will soon be available, offering even more reach. 

  • Refined Tools: Amazon is likely to expand reporting and optimisation features, making it easier to prove ROI on audio investments. 

Summary 

The Amazon Ads + SiriusXM integration is a significant step forward for programmatic audio advertising. For brands, it opens up a scalable, data-driven way to connect with listeners and crucially, to measure the impact of those connections. 

By combining audio with display and video, advertisers can build strategies that drive both brand and performance results. Brands that invest in creative storytelling, smart targeting, and consistent measurement stand to gain the most from this new opportunity. 

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