Amazon Ads has struck a deal to bring Spotify’s music and podcast inventory into its DSP, giving advertisers programmatic access to 696 million monthly listeners worldwide
The partnership, announced today (1 October), will be available in the US, UK, Canada, Germany, France, Italy, Spain, Brazil and Mexico. Further countries will be added in 2026.
The deal means advertisers using Amazon’s DSP will be able to programmatically buy Spotify music and podcast inventory in the same place they already plan, optimise and measure other Amazon and third-party media. That integration promises to streamline campaign planning while opening up Spotify’s global audio audience to brands who might not have bought it directly before.
The announcement comes after departing Spotify CEO Daniel Ek, who announced he’s stepping down yesterday to become executive chair at the company, admitted on an investor call in July that advertising sales have been underperforming. Ad-supported revenue fell by 1% year on year, and Ek promised to improve the performance of inventory and launch more tools for advertisers.
Partnering with Amazon Ads — popular with media buyers due to its cost-efficiency and targeting capabilities — achieves that. Despite the streaming rivalry Spotify has with Amazon Music and Audible, the Swedish company has calculated that the negative of empowering a competitor is outweighed by the boost to its advertising offering.
For Amazon Ads, announcing mega-partnership with huge companies is becoming a habit. Netflix and SiriusXM joined the bandwagon last month, and partnerships with Disney, Warner Bros and Roku have all been signed this year.
As well as serving a wide range of platforms, Amazon Ads has been reportedly offering slashed prices and incentives to media buyers to use its DSP, pursuing a loss-leader strategy that’s only possible when your business is propped up by the fifth-largest company in the world. The Spotify deal once again signals the firm’s intent to become the default DSP option.
