Amazon continues to push its demand side platform into the center of media buying. MarketingDive reported that Amazon reached $17.7 billion in ad revenue in Q3 2025, a 24 percent lift year over year. The company used that momentum to position its DSP as a serious option for brand and agency buyers.
A DSP Built To Cover the Full Workflow
Amazon now offers planning, activation, optimization and measurement inside one system. Meredith Goldman, Director of Amazon DSP, said the team spent the past few years building these pieces and is ready to show the full package.
Amazon also highlighted the DSP at its annual upfront event. The company used the event to pitch its streaming footprint, Prime Video sports coverage and growing CTV reach. The message was simple. You can plan brand campaigns, programmatic deals and retail-driven strategies in one place.
Major Deals Strengthen the Bid
Amazon secured several major distribution and data deals. These agreements expand the DSP’s access to premium video.
- The Roku partnership unlocks more than 80 million U.S. households.
- The Disney agreement brings real-time access to Disney+, Hulu and ESPN.
- The Netflix deal, signed in September 2025, lets Amazon DSP buy Netflix inventory programmatically.
These moves let Amazon match its CTV reach with its retail and cloud data. That combination gives the DSP an advantage with audience targeting and closed loop reporting.
Why This Matters For You
If you manage media budgets, you want fewer systems and faster reporting. Amazon positions the DSP as a way to handle display, audio, streaming and CTV in one dashboard. That setup removes handoffs and reduces workflow chaos.
It also puts pressure on competitors. Budgets that once went to The Trade Desk or Google DV360 now have another place to land. Some agency buyers already noted lower fees and stronger cost efficiency inside Amazon’s system.
Competitive Reactions
The Trade Desk’s CEO, Jeff Green, said Amazon still leans heavily on its own inventory instead of the open internet. That’s true, but buyers still see clear value. Amazon’s retail data, audience signals and measurement stack remain hard to match.
Questions You Should Ask
You want control over your stack. Amazon runs its DSP on AWS and integrates planning, data and activation. That structure speeds up workflows but creates a basic question. What happens if one layer slows down or goes offline? A recent AWS outage reminded marketers to test backup plans.
Before you shift budget, ask yourself a few quick questions. Can you connect third-party tools? Can you bring your own data clean room? And do you want a single-provider stack or a mix of platforms?
What Comes Next
Amazon will keep adding inventory and new features through 2026. You should track how the DSP evolves, how buyers respond at next year’s upfront events and how Amazon balances growth with system stability.
Right now, Amazon DSP gives marketers another strong option in a crowded market. The company plans to use scale, deals and data to win more programmatic dollars. Your job is to review where it fits in your mix and how it supports your goals for reach, cost control and reporting.
