Amazon Confirms at Q1 2026 Earnings: Amazon Audiences Coming to Netflix DSP Buys Starting Q2 2026 in the US
On Amazon's Q1 2026 earnings call, CEO Andy Jassy officially confirmed the next phase of the Amazon-Netflix advertising partnership: starting in Q2 2026 in the United States, brands buying Netflix inventory through Amazon DSP will be able to apply Amazon Audiences — segments built from Amazon's exclusive shopping, browsing, and streaming signals — to their Netflix campaigns. Jassy stated, 'We deepened our Netflix partnership with Amazon Audiences, which enables advertisers to apply Amazon's exclusive signals from shopping, browsing, and streaming to Netflix's highly-engaged viewers to reach the right audiences and drive even stronger performance.' The Q1 earnings reaffirmation comes after Netflix's March 4, 2026 announcement that flagged the same Q2 US launch window. Until now, advertisers buying Netflix inventory through Amazon DSP could access the inventory but had to rely on Netflix's own first-party viewer data for targeting; the new layer brings Amazon's e-commerce intent and behavioral signals to Netflix placements for the first time.
Key Points
- Confirmed at Amazon's Q1 2026 earnings call on April 30, 2026 by CEO Andy Jassy: Amazon Audiences extends to Netflix DSP campaigns starting Q2 2026 in the US
- Applies only to brands buying Netflix inventory through Amazon DSP — not Netflix's own ad sales channel or other DSPs
- Amazon Audiences are segments built from Amazon's proprietary shopping, browsing, and streaming behavior — previously available only on Amazon-owned media properties (Prime Video, Twitch, Freevee, Fire TV, IMDb TV, plus open-internet supply via Amazon DSP)
- Netflix's March 4, 2026 announcement said the rollout begins in Q2 2026 in the US, with expansion to other ad-supported countries planned later in 2026 — Amazon's Q1 earnings did not give a more specific date than 'Q2'
- Underlying Amazon-Netflix DSP buying partnership has been live since Q4 2025 (announced September 10, 2025); the Q1 2026 update specifically adds the Amazon Audiences targeting layer on top
What You Should Do Now
- 1If your brand already buys Netflix inventory through Amazon DSP, brief your DSP team or agency on the Q2 2026 launch so audience strategy can be rebuilt to layer Amazon Audiences over Netflix placements once it goes live
- 2If you buy Netflix inventory through a different DSP today, evaluate whether routing those buys through Amazon DSP becomes worth it once Amazon Audiences targeting is added
- 3Pull your existing Amazon DSP audience segments now and identify which ones (in-market shoppers, lifestyle, category interest) would map most cleanly onto a Netflix CTV creative once the integration goes live
- 4Watch the Amazon Ads newsroom and Seller Central announcements in May–June 2026 for the specific Q2 launch date and any onboarding/eligibility steps Amazon publishes