Amazon (AMZN) and Netflix (NFLX) have announced a new advertising partnership that will allow marketers to buy ad space on Netflix using Amazon’s demand-side platform (DSP), a tech platform that connects advertisers with consumers. This collaboration is set to begin in the fourth quarter of 2025 and will cover 11 countries, including the U.S., U.K., Canada, Germany, Japan, and Brazil.
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The deal with Netflix follows similar partnerships Amazon has already entered with key media companies, including Comcast’s (CMCSA) NBCUniversal, Warner Bros. Discovery (WBD), Fox (FOXA), and Disney (DIS).
Following the news, shares of rival ad tech firm The Trade Desk (TTD) fell 7.5% in early trading. Also, Amazon and Netflix stocks were down nearly 3% and 1%, respectively.
Win-Win for Both AMZN and NFLX
This partnership reflects the continued focus of Amazon and Netflix on expanding their advertising businesses.
This deal strengthens Amazon’s role in advertising and also points to its growing position as a key backend service provider. With Prime Video boasting more than 300 million ad-supported viewers monthly, AMZN is becoming a one-stop shop for advertisers looking to reach a massive audience.
At the same time, Netflix is developing its own in-house ad-tech platform. Also, it plans to introduce new ad formats, including interactive mid-roll and pause ads that use generative AI, in 2026.
President of Advertising at Netflix, Amy Reinhard, said the deal aligns with Netflix’s commitment to give advertisers more flexibility in their ad purchases.
Is Amazon a Buy, Hold, or Sell?
Turning to Wall Street, AMZN stock has a Strong Buy consensus rating based on 45 Buys and one Hold assigned in the last three months. At $263.95, the average Amazon stock price target implies a 13.73% upside potential.
Is Netflix a Good Stock to Buy Right Now?
On TipRanks, NFLX stock has received a Moderate Buy consensus rating, with 24 Buys, 11 Holds, and one Sell assigned in the last three months. The average Netflix stock price target is $1,394.50, suggesting an upside potential of 11.29% from the current level.
