Amazon Ads Partners with LinkedIn to Target B2B Advertising

Amazon Ads has announced a partnership with LinkedIn to support advertisers looking to reach professional audiences. 

The collaboration, which connects Amazon DSP to LinkedIn’s Connected TV (CTV) ads, allows advertisers looking to reach B2B audiences across streaming TV to better target specific audiences – taking job title, industry and seniority into account. 

“Advertisers are building full-funnel strategies on Amazon DSP, and they want more ways to reach the audiences that matter most for their brands,” said Chris Conetta, Director of Omnichannel Supply at Amazon Ads. 

“By combining LinkedIn's audiences with the scale and impact of streaming TV, advertisers now have the opportunity to reach B2B audiences alongside Amazon audiences through their Amazon DSP buys.”

Delivering measurable business outcomes

According to David Roter, Senior Director and Head of Global Agencies and Video Solutions at LinkedIn, targeting streaming TV is an “essential,” for advertisers who are looking to reach business leaders. 

“B2B marketers want to reach decision-makers where they’re spending time,” he said. 

The collaboration between Amazon DSP and LinkedIn, he explains “expands how advertisers can buy LinkedIn CTV Ads, while still reaching the buyers that matter most to deliver measurable business outcomes at scale”. 

Research shared by LinkedIn shows that its CTV Ads reach audiences 2.2 times more effectively than other CTV platforms and 4.3 times more effectively than linear TV – with 76% of sole decision makers reporting that they were open to seeing B2B messaging on CTV. 

Advertising revenue increases

Amazon has already seen strong growth in its advertising business. In the first quarter of 2026, ad revenue reached US$17.2bn – a 22% year-on-year increase. 

According to Amazon, this increase in revenue can be credited to its AI-driven ad tools, which can help advertisers plan and execute the full creative workflow. It can also be attributed to expanded partnerships with companies such as Netflix, which allows advertisers to apply “exclusive signals” from Amazon – such as shopping, browsing and streaming data – to drive stronger performance. 

Alongside this, the company has also introduced sponsored product and brand prompts in Rufus, its AI chatbot, to help brands better showcase their products – with Amazon saying that nearly 20% of shoppers who interact with a brand prompt in Rufus continuing conversation about that brand.

Andy Jassy, CEO of Amazon, said in an earnings call that the company continues “to be the best place for brands of all sizes to grow their businesses,” and that Amazon was “pleased,” with the continued growth across our full funnel offerings”. 

A partnership continuation

This collaboration marks a continuation of the partnership between Amazon Ads and LinkedIn’s parent company Microsoft. 

In 2025, Microsoft chose Amazon DSP as its preferred transition partner for Microsoft Invest customers, after announcing a shift in strategy to transition away from media buying through its DSP. 

Lynne Kjolso, Vice President of Global Partnerships and Retail Media at Microsoft Advertising, said at the time that Microsoft believes “that partnership fuels progress”.

“By fostering an environment of collaboration, we’re delivering solutions that empower our customers and strengthen the industry as a whole,” she continued.