How the Roku Amazon Ads Partnership is Revolutionizing TV Ads for Amazon Seller

The Roku Amazon Ads partnership is a turning point for enterprise-level Amazon sellers.

Connected TV (CTV) advertising, which means running ads on streaming platforms like Roku, Amazon Prime Video, and other premium apps, is the modern-day media advertisement. Yet until now, executing these campaigns has been complex due to several reasons.

Sellers had to manage multiple platforms, piece together fragmented data, and hope their ads translated into measurable sales.

With Roku Amazon Ads partnership, Amazon DSP now serves as a single gateway to reach over 80% of U.S. connected TV (CTV) households through Roku, Amazon Prime, and premium subscriptions like Disney and Paramount.

For the first time, sellers can run TV ads leveraging Amazon’s shopper data, turning what was once brand-building into a true sales engine. This partnership bridges the gap between streaming engagement and real-time retail intent, turning TV screens into performance-driven sales channels.

Amazon Ads Roku CTV has officially taken off as of mid last year in 2025. Let’s take a look in detail at how it can transform a seller’s experience.

Quick Guide:

What the Roku Amazon Ads Partnership Actually Means

Why Roku Amazon Ads Partnership Is a Big Deal for Amazon Sellers

How Amazon Sellers Can Take Advantage of Roku Amazon Ads Partnership

Challenges & Considerations for Sellers using Amazon ads Roku partnership

Final Thoughts

What the Roku Amazon Ads Partnership Actually Means

If you’ve ever dabbled in streaming TV ads, you know the pressure. It comes with juggling multiple platforms, patching together data to have full insights, and then crossing your fingers for campaigns to perform well.

It’s been powerful in reach but remained messy in execution.

This new Roku Amazon Ads Partnership wipes away a lot of that friction. Here’s what it looks like.

How It Works in Practice

Amazon DSP acts as the central hub for managing your CTV campaigns, including Roku as a channel. So, through this single platform, sellers can,

Access a massive audience across Roku, Amazon Prime, and premium subscriptions like Disney and Paramount without managing multiple ad platforms.

Leverage Amazon shopper data to target viewers based on real purchase behavior, browsing history, and shopping intent.

Measure performance in real time, connecting ad exposure directly to actions like detail page visits, add-to-carts, and purchases.

Optimize campaigns efficiently, using data-driven insights instead of guessing which platform or audience segment will perform.

For the first time, the scale of TV advertising meets the precision of Amazon’s retail data. You’re not just paying for “views” you’re running campaigns that can drive tangible sales, turning streaming screens into performance-driven channels.

Roku benefits from its Amazon partnership by

scaling its ad reach,

improving ad targeting and measurement,

increasing the attractiveness and value of its ad inventory, and

strengthening its platform business.

The deal helps move Roku further toward being a data and advertising-driven streaming ecosystem rather than just a hardware or device company.

Why Roku Amazon Ads Partnership Is a Big Deal for Amazon Sellers

Roku Amazon Ads Partnership fundamentally changes how sellers can approach Amazon advertising, especially for those who are focused on scaling their brands. Here’s why each seller must know about it:

Full-Funnel Access through a Single Platform

Traditionally, TV advertising is linked with creating “brand-awareness”. You could get your product or message in front of millions of viewers, but it was impossible to gauge its effectiveness in terms of sales. With the Roku Amazon Ads Partnership,

Amazon DSP now lets sellers reach viewers across Roku devices such as small streaming sticks, set-top boxes, and Roku-powered smart TVs, Fire TV, and Amazon-owned streaming platforms like Prime Video, Freevee, and Twitch. Amazon DSP can now recognize a logged-in user, even if they switch devices.

Say a customer watches a kitchen gadget ad on her Roku TV. Later, she browses the same product on her tablet or phone (via Fire TV, The Roku Channel app, or Amazon.com). Not only does this behavior get registered, but DSP knows this is the same person.

Why is it important for sellers? You can target and retarget more accurately now. Now, you can show ads to people who’ve stumbled across your product but haven’t yet bought your product.

However, it’s also important to note that without understanding some level of customer behavior, you won’t be able to effectively retarget. After all, you can’t show the same ad repeatedly to the same person unnecessarily. Moreover, it reduces wasted ad spends on DSP and thus improves ad efficiency. You spend money and reach real potential customers..

It is now possible for the sellers to combine traditional brand-building tactics with direct response objectives, such as driving traffic to their product detail pages, generating add-to-cart actions, or increasing sales.

For example, a private-label product, such as a kitchen gadget brand, can show an engaging 15-second ad on The Roku Channel to a particular audience, then retarget that same audience’s account with Sponsored Display ads on Amazon.com. This makes moving the user down the conversion funnel pretty seamless.

Traditionally, TV ads (including connected TV) were considered “brand awareness” tools. You could reach millions of viewers, but you couldn’t measure if they actually bought your product afterward. With the Roku Amazon Ads Partnership, every ad impression can be linked to actual shopper behavior.

Using Amazon DSP + identity resolution + Amazon Marketing Cloud (AMC), you can see whether viewers of your ad visited your Amazon product page, added items to cart or completed a purchase.

Because you can see which ads drive purchases, you can adjust campaigns while they’re running. Also, if a certain ad creative leads to more conversions, you can allocate more budget to it. If a particular creative isn’t performing as planned, you can pause or tweak it.

Better Budget Efficiency & Less Waste

Amazon ads Roku CTV partnership leads to better budget efficiency.

For the same ad spends, DSP campaigns now reach significantly more individual users than traditional ad campaigns. This is particularly useful for sellers with limited ad budgets, allowing them to maximize reach without increasing costs.

Overexposure can annoy viewers. After all, who would want to see repeated ads? This overtime can reduce ads’ effectiveness. The new Roku Amazon Ads Partnership uses identity resolution to avoid showing the same ad too often to the same account, improving ad quality perception and increasing engagement.

Essentially, sellers get more impact per dollar spent. Ads are seen by the right audience more efficiently, increasing the likelihood of driving conversions. You can now scale campaigns confidently, knowing that your spend is going further, with less waste and better targeting, ultimately leading to higher ROAS (Return on Ad Spend).

Closed-Loop Measurement via Amazon Marketing Cloud (AMC)

One of the biggest drawbacks in traditional TV advertising has been the fact that you could see how many people watched your ad (impressions, reach), but you didn’t know if they bought anything afterward. This Amazon ads Roku partnership solves that.

Using Amazon Marketing Cloud (AMC), sellers can track specific user behaviour after seeing an ad. We have already discussed what metrics can be tracked. This makes the ads directly measurable, so you know which campaigns actually drive revenue instead of just brand awareness.

Say a cookware brand runs a 15-second ad on The Roku Channel. AMC shows that 2,000 viewers went to the product page and 500 completed purchases.

One of the biggest advantages of this Roku Amazon Ads Partnership is that you can see the full customer journey. A user might see your ad on Roku, then later browse Amazon on their phone or desktop.

AMC connects these touchpoints, giving a 360-degree view of how CTV ads influence Amazon purchases. This is called cross-channel attribution, and it allows sellers to understand the complete path from awareness to conversion.

Access to Premium Inventory

Before Roku Amazon Ads partnership, buying ads across CTV platforms often required negotiating multiple deals with streaming services or using third-party DSPs, which could be time-consuming, expensive, and fragmented.

These days, sellers get direct access to Roku’s massive audience (nearly half of U.S. streaming time occurs on Roku) and Amazon’s own streaming inventory in one platform, making ads 2x efficient.

The best part is that sellers can also target premium apps and content, including Disney, Paramount, Tubi, and more. This way, they know that their ads reach engaged viewers.

How Amazon Sellers Can Take Advantage of Roku Amazon Ads Partnership

Now that the potential is clear, here’s how sellers can strategize and take actionable steps to benefit from the Roku Amazon Ads Partnership.

Strategy | What It Is / Tactic | Actionable Step
Understand Amazon DSP’s Role | Amazon’s demand-side platform allows you to programmatically buy ads across Amazon sites, apps, and third-party platforms, including streaming and connected TV (CTV). | Evaluate and explore how Amazon DSP can fit into your CTV advertising strategy. If you’re new to DSP, consider onboarding with Amazon’s support team or partnering with a certified PPC/ DSP agency such as SellerApp to get started quickly and avoid setup mistakes.
Test Full-Funnel Campaigns | The Roku Amazon partnership gives you end-to-end visibility, from awareness to purchase. You can run campaigns across Awareness, Consideration, and Conversion stages. | Experiment with creative variations for each stage, analyze AMC data for insights, and double down on sequences that deliver strong conversion lift.
Use Seasonal Moments (Holidays & Prime Day) | Time campaigns around Q4 high-volume shopping events like holidays and post-Prime Day. | Plan peak-period campaigns highlighting high-margin or promotional products in ads.
Monitor Frequency & Creative Strategy | Nothing hurts performance faster than overexposure. With DSP’s frequency controls and Roku’s household-level identity resolution, you can manage how often viewers see your ads. | Set frequency caps to prevent ad fatigue. Focus on short, engaging video creatives that highlight clear product benefits and your brand’s unique value proposition.
Work With Agencies if Needed | DSP & AMC data analysis can be complex; specialized Amazon PPC/ DSP agencies provide expertise. | Partner with agencies for campaign launches, AMC insights, and full-funnel optimization.

Challenges & Considerations for Sellers using Amazon ads Roku partnership

The Roku Amazon Ads Partnership opens exciting new doors, but it’s not without its hurdles as much as we can assume. Sellers should weigh these conditions before diving in:

1. Budget Thresholds for Amazon ads Roku partnership

Connecting TV campaigns through Amazon DSP isn’t for entry-level. They often come with minimum spend requirements that vary by region and partner. For smaller sellers, this could feel too out of reach.

2. Creative Quality Matters More Than Ever

Unlike PPC ads, TV ads are full-screen, high-impact experience. If your video feels generic, poorly produced, or irrelevant, it won’t just underperform; it’ll waste valuable impressions.

Instead, sellers should think of this as an opportunity to tell a story, highlight their product in action for Amazon Ads and Roku ads, and make the creative truly resonate to actually make them convert.

3. Data-Driven Decisions Are Non-Negotiable

To make TV ads profitable, you’ll need access to Amazon Marketing Cloud (AMC) insights and DSP reporting. These tools will reveal how your ads influence key actions like product page visits or purchases. Sellers who set up their analytics early with Amazon Ads and Roku will be positioned to optimize continuously, instead of running campaigns in the dark.

4. The DSP Learning Curve

This, we cannot forget about. Amazon DSP is more complex than Sponsored Products or Sponsored Brands. It requires understanding advanced targeting, sequencing, and measurement. Sellers who are new to this level of media buying may find the learning curve steep. In those cases, leaning on a specialized Amazon ad agency can shorten the ramp-up time and prevent costly mistakes.

Final thoughts

The Roku Amazon ads partnership is a turning point in how TV advertising connects to ecommerce. The solution has been rolled out to all Amazon DSP advertisers in the U.S.

And this is only the beginning. As retail media networks expand their reach into TV ads across global markets, sellers should expect even more integrations and opportunities.

In short, Roku Amazon ads partnership turns the biggest screen in the house into one of the most measurable, high-impact tools in your advertising toolkit. Sellers who move to it early will be the ones shaping what performance-driven TV really looks like in ecommerce.