Amazon Complete TV
Unifies Prime Video and premium CTV publisher inventory with Amazon's first-party identity data to deliver 95% addressable reach, simplifying cross-publisher CTV planning and measurement within a single DSP environment.
Last updated May 11, 2026 by the ATDb Editorial Team
- Industry
- Connected TV (CTV) Advertising / Programmatic Media Buying
- Business Model
- Platform / Managed Service (within Amazon Ads DSP)
- Target Market
- Enterprise
- Employee Count
- 10001+
- Stock Symbol
- AMZN
- Parent Company
- Amazon DSP
- API Available
- Limited
Amazon-native CTV planning solution leveraging first-party retail and streaming data to compete with independent DSPs and walled garden video platforms
Amazon Complete TV is an AI-powered connected television (CTV) planning and buying solution launched on March 4, 2025, as a feature within Amazon DSP (Demand-Side Platform). It enables advertisers to plan, activate, and measure CTV campaigns across both Amazon's own Prime Video inventory and a curated network of premium third-party CTV publishers from a single unified interface. The product is designed to simplify the fragmented CTV landscape by consolidating cross-publisher reach into one addressable buying environment. The solution's headline claim is 95% addressability across its combined inventory pool, leveraging Amazon's first-party identity signals — including purchase behavior, streaming data, and retail insights — to enable precise audience targeting at scale. By combining Prime Video's substantial streaming audience with external premium publishers, Amazon Complete TV positions itself as a one-stop shop for CTV advertisers seeking both reach and relevance without the complexity of managing multiple supply-side relationships. In the broader AdTech ecosystem, Amazon Complete TV represents Amazon Ads' strategic push to compete directly with walled gardens like YouTube and streaming-native platforms, as well as DSP-based CTV solutions from The Trade Desk, Google DV360, and others. Its deep integration with Amazon's retail data and measurement capabilities gives it a differentiated position, particularly for performance-oriented and retail-adjacent advertisers seeking to close the loop between CTV exposure and purchase outcomes.
Amazon Complete TV
AI-driven cross-publisher CTV planning and buying tool within Amazon DSP, combining Prime Video and premium publisher inventory with 95% addressability claim.
Amazon DSP Integration
Seamless activation of CTV campaigns through Amazon's demand-side platform, enabling unified campaign management, targeting, and reporting.
Cross-Publisher Reach Planning
AI-powered tools to plan unduplicated reach across Prime Video and third-party CTV publishers in a single workflow.
Addressable Audience Targeting
Leverages Amazon's first-party signals including purchase history, streaming behavior, and retail data to enable precise audience targeting across CTV inventory.
Unified CTV Measurement
Closed-loop measurement connecting CTV ad exposure to downstream outcomes including retail purchases and brand lift.
- 2025Founded