Amazon and Netflix have struck a partnership deal that will allow advertisers to buy programmatic ad inventory from Netflix through Amazon’s demand-side platform, with retail media and connected TV coming closer together.

In a statement, the two companies explained that advertisers in the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia will have access to Netflix’s premium ad inventory from Q4 2025.

“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,” said Paul Kotas, senior vice president, Amazon Ads.