Amazon Complete TV

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.