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Amazon DSP just got a lot more interesting for brand builders. The new partnership with Spotify means you can now reach hundreds of millions of listeners using the same shopping behavior data that powers your Amazon ads, and actually track whether those listeners become buyers.

Quick Answer

Yes. Advertisers can now buy Spotify’s streaming audio and video ads directly through Amazon DSP in 9 countries, combining Amazon’s shopping data with Spotify’s global audience of 696 million monthly active users (as of Q4 2024).

The Bottom Line

This changes how you can reach listeners on Spotify. Instead of buying ads directly from Spotify, you can now access their entire ad inventory through Amazon DSP, the same platform you might already use for Amazon ads. The real advantage? You’re combining Spotify’s massive audience with Amazon’s shopping behavior data to target people more precisely and track whether your ads actually lead to sales.

Key Takeaways

• Now available in 9 countries: US, UK, Canada, Germany, France, Italy, Spain, Brazil, and Mexico (more countries coming in 2026)
• Reach Spotify’s global audience of nearly 700 million monthly users using the same platform you use for Amazon advertising
• Track the full customer journey from hearing your ad on Spotify to purchasing on Amazon
• Combine audio and video ads on Spotify with Amazon’s Connected TV inventory for comprehensive campaigns

What Does the Amazon-Spotify Partnership Actually Mean?

Amazon DSP (their Demand-Side Platform) and Spotify have partnered to let advertisers buy Spotify ad space programmatically, meaning through automated systems rather than direct negotiations.

Why this matters: Amazon DSP now connects Amazon’s massive database of shopping behavior with Spotify’s audience. When someone browses Amazon for running shoes, then listens to workout playlists on Spotify, advertisers can now reach that person at both touchpoints through a single platform.

Who This Partnership Benefits Most

You should consider this if:

• You’re already advertising on Amazon and want to expand beyond the platform
• You’re trying to reach customers before they’re actively shopping
• You want to measure how audio or video ads influence actual purchases
• You’re running campaigns that need both brand awareness and conversion tracking

This might not be your priority if:

• You’re just starting with Amazon advertising and need to master the basics first
• Your budget is under $10,000/month (programmatic platforms typically require meaningful spend)
• You’re only focused on bottom-funnel conversions right now

What Makes This Different from Regular Spotify Advertising?

Amazon DSP vs. Direct Spotify Ads

Aspect	Amazon DSP (New Partnership)	Direct Spotify Ads
Audience Targeting	Amazon shopping + browsing data plus Spotify listening	Spotify listening data only
Purchase Tracking	Track from ad exposure to Amazon purchase	Limited to Spotify engagement metrics
Ad Formats	Audio and video across Spotify + Amazon inventory	Spotify formats only
Buying Process	Programmatic through Amazon DSP	Direct buy or self-serve

The key difference is attribution. If you’re selling products on Amazon, you can now see whether someone who heard your Spotify ad actually bought your product, something that’s been difficult to track with traditional audio advertising.

How Amazon DSP Works with Spotify Inventory

Amazon DSP uses what they call “first-party signals,” basically data about what people shop for, watch, and browse on Amazon. They combine this with AI-powered automation to:

1. Find your target audience across both Amazon properties and now Spotify
2. Deliver your ads at the right time in their customer journey
3. Measure results from initial awareness through to purchase

What “Full-Funnel” Actually Means Here

When Amazon Ads talks about “full-funnel” measurement, they mean tracking customers through these stages:

• Awareness: Did people hear or see your ad on Spotify?
• Consideration: Did they then search for your product or visit your brand on Amazon?
• Purchase: Did they actually buy?

Most audio advertising platforms struggle with that last step, connecting ads to actual sales. That’s what this partnership is designed to solve.

The Technology Behind the Integration

In simplified terms, Amazon DSP uses what’s called “clean room technology” to match data between Amazon and Spotify while protecting user privacy. Here’s what that means in practice:

Instead of sharing individual user data back and forth, the platforms create privacy-safe environments where they can identify overlapping audiences and measure campaign effectiveness without exposing personal information.

The platform also uses AI to automate:

• Campaign planning: Which audiences to target and when
• Buying: Bidding on ad inventory in real-time
• Optimization: Adjusting campaigns based on performance data

What Amazon’s “Unprecedented Scale” Claim Means for Your Campaigns

According to Meredith Goldman from Amazon Ads, this partnership creates “unprecedented scale across Amazon and open internet audio supply.” What’s unprecedented here is the breadth of audio inventory accessible through a single platform.

You can now reach people through audio ads on both Amazon’s own properties (like music streaming through Amazon devices) and Spotify, essentially covering most of the audio streaming landscape.

When Should You Consider Using Amazon DSP for Spotify Ads?

This makes sense for your business if:

• You’re already selling on Amazon and want to drive more traffic to your listings
• You’re launching a new product and need to build awareness before the launch
• You’re seeing strong sales on Amazon but want to reach customers earlier in their decision process
• You have products with longer consideration periods where audio storytelling could help

You might want to wait if:

• You’re still optimizing your basic Amazon PPC campaigns
• Your Amazon listings aren’t fully optimized yet (great ads to poorly optimized listings waste money)
• You don’t have creative assets designed for audio or video formats
• Your margins are tight and you need every dollar to go directly to conversion

What This Means for Your Amazon Advertising Strategy

Programmatic advertising platforms like Amazon DSP work best when you’re already succeeding with your direct-response campaigns (like Sponsored Products).

Here’s why: DSP campaigns typically have:

• Higher minimum spends (often $10,000-$35,000 monthly, depending on campaign scope and whether you work directly with Amazon or through partners)
• Longer optimization periods (30-60 days to gather meaningful data)
• More complex creative requirements (you need audio or video ads, not just product images)

How to Actually Implement This

If you’re considering adding Spotify inventory through Amazon DSP, here’s the reality of what’s involved:

1. Get access to Amazon DSP (requires either working with Amazon directly or through an authorized partner)
2. Develop audio or video creative that works for Spotify’s environment
3. Set up audience targeting using Amazon’s shopping data
4. Allocate budget for a 60-90 day test period minimum
5. Monitor attribution from ad exposure through to purchase

Want to see how this applies to your specific situation? This is where having a team with actual DSP experience makes a difference. In our work with 500+ Amazon brands, we’ve seen that programmatic campaigns work best when they’re part of a comprehensive strategy, not implemented in isolation.

The Bigger Picture: Omnichannel Advertising on Amazon

This Spotify partnership is part of Amazon’s larger push into what they call “omnichannel activation,” reaching customers across multiple touchpoints, not just when they’re actively shopping on Amazon.

Here’s what we’re seeing with our clients who’ve expanded beyond traditional Amazon PPC:

Connected TV + Audio Strategy: In our experience, brands combining Amazon’s Connected TV inventory with Spotify audio ads typically see 25-40% better brand recall compared to single-channel campaigns. The key is consistent messaging across formats.

Attribution Challenges: The hardest part isn’t running the campaigns. It’s properly attributing which touchpoints actually influenced purchases. Amazon’s clean room technology helps, but you still need to think carefully about attribution models.

What Are the Most Effective Ways to Combine Spotify and Amazon Advertising?

Based on what we know about programmatic audio and Amazon’s platform:

For Product Launches: Start building awareness on Spotify 3-4 weeks before launch, then retarget listeners with Sponsored Display ads on Amazon when the product goes live.

For Seasonal Campaigns: Use Spotify to reach people during key moments (workout season, back-to-school, holiday shopping research), then capture that demand with Amazon PPC.

For Brand Building: Run ongoing Spotify campaigns to build familiarity, which can help improve your Amazon conversion rates when people do start shopping.

FAQ: Amazon DSP and Spotify Integration

Do I need to be already using Amazon DSP to access Spotify ads?

Yes. This integration works through Amazon DSP, not through Spotify’s direct ad platform. If you’re not currently using Amazon DSP, you’ll need to either work with Amazon directly (typically requires significant monthly spend) or partner with an Amazon DSP agency.

Can I track whether Spotify ads lead to Amazon sales?

Yes, that’s one of the main advantages. Amazon’s attribution tools can connect ad exposure on Spotify to downstream actions on Amazon, including searches, detail page views, and purchases. This level of tracking hasn’t been available with traditional audio advertising.

What’s the minimum budget for running campaigns through this integration?

While Amazon hasn’t announced specific minimums for the Spotify integration, Amazon DSP typically requires $10,000-$35,000 monthly minimums depending on your campaign scope and whether you’re working directly with Amazon or through a partner agency. Budget requirements also vary by country.

Does this integration work for all product categories?

Most categories can benefit, but the integration works best for products where audio storytelling or video content can effectively communicate value. Categories with longer consideration periods (supplements, beauty, electronics) often see stronger results than impulse-purchase items.

How long does it take to see results from Spotify campaigns through Amazon DSP?

Plan for 30-60 days of data collection before making major optimization decisions. Audio campaigns typically require longer learning periods than search ads because you’re often reaching people earlier in their purchase journey. In our experience, clients typically start seeing meaningful attribution data after 45-60 days.

Should You Add Spotify to Your Amazon Advertising Mix?

Here’s the reality: This integration creates powerful new opportunities, but it’s not right for every seller at every stage.

Amazon DSP campaigns require a different approach than the PPC advertising most sellers are familiar with. They need longer optimization periods, more complex creative requirements, and sophisticated attribution modeling. Getting this right matters: poorly executed DSP campaigns can waste significant budget before you realize they’re not working.

This gets technical. Want us to handle it for you? In our experience managing $3.3 billion in revenue for Amazon brands, programmatic campaigns like DSP require significant expertise to execute well. Our former Amazon team members can help you determine whether adding Spotify inventory makes sense for your specific business goals and budget.

The bottom line: If you’re already seeing success with Amazon PPC and have the budget to expand your reach, this partnership gives you access to one of the world’s largest audio audiences with better attribution than traditional audio advertising has ever offered. Just make sure your fundamentals are solid first. Great awareness campaigns to poorly optimized listings is still a waste of money.

Let Canopy Management Navigate Your DSP Strategy

Amazon DSP isn’t like the PPC campaigns most sellers run. It requires longer optimization windows, video and audio creative, and sophisticated attribution, but done right, it expands your reach and drives real growth.

Our team includes former Amazon employees who’ve managed DSP at scale. We’ve helped brands manage $3.3 billion in revenue, whether they’re exploring DSP for the first time or optimizing existing campaigns with new Spotify inventory. Our 96% client retention rate reflects what happens when strategy actually works.

Ready to explore whether Spotify through Amazon DSP makes sense for your brand? Schedule a free DSP readiness consultation or contact our team.

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.