Amazon Ads and Roku Tie Up Takeaways:
- Amazon and Roku reach 80 million U.S. CTV homes, covering over 80% of the market.
- Early tests showed 40% more unique reach and 30% less ad repetition using the same budget.
- Amazon DSP can match viewer identities across Roku and Fire TV, allowing better ad delivery and campaign reporting.
Advertisers just got access to the largest verified TV audience in the country through a single platform.
Amazon Ads and Roku have signed an exclusive agreement that allows advertisers to reach approximately 80 million authenticated U.S. households through Connected TV (CTV).
Available through Amazon’s demand-side platform (DSP), the integration combines Roku’s streaming presence and Amazon’s data precision, offering advertisers the most addressable audience in U.S. television.
Amazon SVP of Ads Paul Kotas emphasized the strategic scale and performance benefits of the integration, calling the partnership a milestone for data-driven TV advertising.
“Our exclusive partnership with Roku is a giant leap for advertisers, bringing best-in-class planning, audience precision, and performance to TV advertising.”
“The collaboration enables agencies and brands that use Amazon DSP to benefit from greater efficiency and higher performance.
We’re removing the guesswork to provide advertisers with unprecedented capabilities and delivering performance in ways that simply weren't possible before.”
The deal, which goes live for all Amazon DSP clients by the final quarter of 2025, enables campaigns across major streaming services on Roku and Fire TV.
This includes popular platforms from Disney, FOX, Warner Bros Discovery, Paramount, and The Roku Channel, among others.
Precision That Delivers Results
This partnership solves a long-standing problem in CTV: fragmentation and frequency management.
Using a shared identity resolution service, advertisers can now recognize logged-in viewers across Roku’s operating system and Amazon’s devices.
That allows more accurate delivery and reporting across devices, with ad repetition reduced bynearly 30 percent and unique reach increased by 40 percent, based on early trials.
Amazon’s DSP combines this viewer identity with first-party insights from shopping and streaming behavior.
Marketers can link campaign impressions to customer actions such as purchases, bringing a new level of performance clarity to CTV advertising.
For Roku, the deal complements its growing ad strategy.
The company’s platform revenue rose 17 percent year-over-year in Q1 2025, reaching $881 million.
Viewing time on The Roku Channel surged 84 percent during the same period, reflecting higher engagement.
Roku Media President Charlie Collier said the partnership builds on Roku’s commitment to transparent, high-performance advertising with added scale from Amazon.
“For years, Roku has been committed to delivering performance-driven, open, and interoperable solutions that provide visibility and accountability for advertisers.
Our partnership with Amazon strengthens this mission, as Amazon DSP exemplifies these principles.”
“This collaboration delivers a unified, future-ready solution at an unprecedented scale, one designed to drive measurable outcomes by unlocking performance across CTV.
With nearly half of all TV streaming time in the U.S. happening on Roku, and the power and depth of Amazon in retail and beyond, together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers.”
Investor response has been positive.
Roku’s stock rose more than 10 percent after the announcement, marking a strong vote of confidence in the company's direction.
$ROKU Roku Stock Rallies on Amazon Ads Partnership - Yahoo Finance #stocks#newspic.twitter.com/ecNKrtwH9o
— Stock Ticker ZONE (@StockTickerZone) June 17, 2025
Analysts from Guggenheim and Benchmark confirmed that the deal strengthens Roku’s competitive position without risking platform control, even as Amazon becomes a more prominent partner.
While both companies continue to compete in hardware, their alignment in advertising signals a new approach to scale and measurement.
As more viewers shift to streaming, advertisers will increasingly demand precise targeting across premium inventory.
Amazon and Roku now offer a path forward that meets those expectations.
Our Take: How Big of a Shift Does This Represent for Streaming Ad Buyers?
For me, this changes the entire playing field.
The ability to unify reach and frequency across two of the biggest CTV ecosystems gives us a level of control and clarity we have never had before.
It finally brings the scale of linear together with the precision of digital.
Discover how Amazon is using scene-aware ads to turn viewers into real-time buyers through AI-powered, shoppable ad formats that blend seamlessly with streaming content.
