Amazon Ads and Roku: A new era for Connected TV advertising

This week marks a milestone in the evolution of connected TV. Amazon Ads and Roku have announced an exclusive partnership that gives advertisers access to the largest authenticated CTV audience in the U.S.—all through Amazon DSP.

With this integration, brands can now reach an estimated 80 million U.S. CTV households (over 80% of the market) with authenticated, logged-in precision across Roku and Fire TV devices. It’s a move that doesn’t just expand brand awareness and reach; it fundamentally changes what’s possible for performant TV advertising.

Connecting the dots: Identity resolution at the core

At the core of this partnership is a custom identity resolution service. Amazon DSP can now recognize and reach logged-in viewers across Roku OS and devices, unifying audience targeting and measurement across streaming apps like The Roku Channel, Prime Video, and other major services. Advertisers can deterministically reach the same viewer across channels and devices, finally eliminating guesswork, wasted impressions, and frequency headaches.

Early results from this integration are significant: Advertisers saw 40% more unique viewers on the same budget, while reducing ad overexposure by nearly 30%. This means brands are getting more efficient reach, better campaign performance, and a streamlined viewing experience for consumers.

Why it matters: More control, more accuracy, and measurable results

For years, streaming TV has promised precision and measurability, but fragmented logins and siloed data have made it difficult to deliver. By joining forces, Amazon and Roku are addressing this challenge head-on—creating a unified, authenticated CTV footprint that connects the dots between ad exposure and real-world outcomes.

What’s in it for advertisers? More control, more accuracy, and more measurable results at every stage of the funnel. Amazon DSP’s integration pairs trillions of Amazon’s shopping, streaming, and browsing signals with Roku’s unmatched scale in streaming, making it possible to tie CTV ad exposure directly to consumer behavior - including actual purchases - via Amazon Marketing Cloud (AMC)

What’s in it for Amazon Ads and Roku?

For Amazon, it's about extending the precision and closed-loop measurement of its ecosystem further into the living room, where consumers are spending more time than ever. This partnership also expands Amazon’s addressable audience, allowing brands to activate full-funnel campaigns that connect TV impressions to commerce outcomes—turning the TV screen into a performance channel, not just an awareness driver.

For Roku, the partnership strengthens its position as an open, performance-driven platform. With nearly half of U.S. streaming time happening on Roku, collaborating with Amazon empowers Roku’s brand and agency clients to unlock new measurement capabilities and drive more value for advertisers.

Both companies are aligning to serve the evolving needs of brands: measurable media and addressable audiences working in tandem to drive real business results.

The Big Shift: Brands and retailers are verticalizing ROI

This announcement is a textbook example of the themes of this year’s “The Big Shift” in action. As we highlighted in our recent paper, the future of commerce is about moving beyond reach for reach’s sake—toward verticalized ROI across brands and retailers through closed-loop measurement and actionable audience insights.

Amazon is leading the way, not just in retail media, but by connecting the dots across the entire commerce and media ecosystem. By partnering with Roku, Amazon is expanding its ability to tie ad exposure to outcomes, maximizing the value of every impression and every consumer interaction. This partnership shows that STV is no longer just a brand marketing channel. This level of connectivity and measurement transforms STV into a powerful performance marketing tool.

For brands, this means more than just better TV buys—it’s the opportunity to optimize campaigns across the full funnel, measure what matters, and drive sustainable growth by reaching the right shoppers at the right time.  

What’s next?

This exclusive solution will be available to all Amazon DSP advertisers in the U.S. by Q4 2025. As TV and commerce converge, brands who embrace authenticated, performance-driven media will be best positioned to win the living room—and the checkout.

Ready to unlock the future of TV advertising? Let’s connect to talk about how Flywheel can help you maximize value across Amazon, Roku, and beyond.

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