Amazon DSP is expanding rapidly, and Q4 2025 brings a significant set of new opportunities for brands looking to reach highly engaged audiences across premium environments. In this month's #AskVector, we answer the question that has been coming up most frequently from our brand and agency partners: what is new on Amazon DSP right now, and how should we be thinking about it?

Here is what has launched, and what it means for your planning.

Prime Video: curated collections and focused Q4 placements

Amazon has introduced a new opportunity for brands to align with curated content on Prime Video. Advertisers can now associate with 30 handpicked titles matched to a theme of their choice, allowing for a level of contextual alignment that goes well beyond standard demographic or interest-based targeting.

For brands with a clear content affinity - whether that is sport, drama, family entertainment or lifestyle - this creates an environment where advertising reaches audiences in a mindset that is directly relevant to the product or service being promoted. Context does not just affect placement; it affects how advertising is received.

Focused title collections for Q4

Prime Video is also offering Focused Title Collections for Q4, giving advertisers the chance to appear in mid-roll placements within its top-performing and most culturally significant titles during the peak commercial period of the year.

The available collections span a broad range of high-engagement themes: Holiday season, Toys, Blockbuster movies, Sports, Male audience originals, Female audience originals, and 80s movies and TV shows. Each collection represents a distinct audience profile, enabling brands to select placements that directly correspond to their target customer.

For brands running Q4 campaigns, mid-roll placements in content that audiences are actively engaged with - rather than passively watching - is a fundamentally different proposition to pre-roll formats or standard display.

Netflix: Amazon DSP now reaches Netflix audiences

Following the launch of the Amazon DSP and Netflix partnership, advertisers can now expand their reach to Netflix's global audience through Amazon's programmatic infrastructure.

This also opens a new dimension of brand association. Amazon partners can now align their advertising with some of the most culturally significant content on the platform. The available titles span multiple genres and global audiences, from returning franchises with dedicated fanbases to recent breakout hits that have dominated cultural conversation.

The ability to combine Amazon's first-party shopper data with Netflix's premium streaming inventory, bought programmatically through a single platform and measured holistically, is a meaningful advance for brands building full-funnel campaigns. The audience reached through Netflix via Amazon DSP is not a separate buy with a separate measurement framework; it sits within the same campaign structure as Prime Video and the broader Amazon publisher network.

Spotify: audio and video inventory now available through Amazon DSP

Amazon DSP has added access to Spotify's audio and video inventory, providing advertisers with substantial new reach through one of the world's largest audio platforms.

The scale of Spotify's content catalogue is significant: more than 100 million songs, over 7 million podcasts, more than 300,000 video podcasts, and over 4 billion playlists. That breadth represents an enormous variety of audience contexts, from commuters listening to music to engaged podcast listeners in lean-forward mode.

The incremental reach opportunity is particularly compelling for UK advertisers. Combining Amazon's audio inventory with Spotify's ad-supported tier achieves nearly 50% incremental reach, with an audience overlap of less than 14% in the UK. In practical terms, the great majority of Spotify listeners reached through this integration are audiences that Amazon's own audio properties would not reach independently. This is genuine reach extension, not duplication.

The bigger picture

Taken together, these three developments represent a substantial expansion of what Amazon DSP can deliver for brand advertisers. The platform now covers premium video across Prime Video and Netflix, audio at scale through Amazon and Spotify, and the ability to plan and buy all of it programmatically with Amazon's first-party shopper data at the centre of targeting, measurement and attribution.

For Q4 specifically, the timing matters. The Focused Title Collections on Prime Video, the Netflix content associations, and the Spotify reach extension all give advertisers new tools to build scale, presence and relevance during the most competitive and commercially important advertising period of the year.

Brands that understand what is available and move quickly to incorporate these formats into their Q4 plans will be at an advantage. Those that wait until November will be competing for inventory that others have already secured.

Want to understand which of these Amazon DSP opportunities is right for your brand this Q4? Contact the Vector Retail Media team to find out more.