Samsung and Amazon Ads are partnering to bring interactive, shoppable advertising directly into the TV experience. Starting July 2026, Samsung will integrate Amazon Ads’ interactive video ad (IVA) technology into Samsung TV Plus (STVP), marking the first time Amazon’s remote-enabled format is available on an external CTV device.

This means advertisers can now access and activate STVP inventory through Amazon DSP, with measurement powered by Amazon Marketing Cloud (AMC), including closed-loop attribution. For viewers, the experience becomes far more seamless—they can take actions like “Add to Cart” directly from their TV using a remote.

The rollout will span both endemic and non-endemic categories across the U.S. and Europe, signaling a broad commercial application from day one.

The partnership brings together Samsung Electronics and Amazon Ads, with Sang Kim leading from Samsung’s side and Kelly MacLean from Amazon.

Samsung Ads will oversee the commercial rollout, but the integration goes deeper than a typical ads partnership. It is embedded at the hardware and platform level, positioning this as a foundational capability within the Samsung TV ecosystem—not just an overlay at the ads layer

At its core, the deal combines two powerful assets. Samsung contributes scale, with over 100 million monthly active users, while Amazon brings deterministic shopping and purchase data.

By connecting these within the TV environment, the partnership enables something CTV has long struggled with—closed-loop purchase attribution. Advertisers can now directly link ad exposure to actual transactions, all within a single ecosystem.

This move builds on a broader trend of Amazon expanding its footprint in CTV. Roku integrated with Amazon DSP in 2024, followed by Netflix’s programmatic integration in 2025.

What sets this deal apart is the depth of integration. This is the first time Amazon’s full remote-enabled interactive format is embedded directly into an external hardware partner, rather than layered on top.

From a supply chain perspective, the integration simplifies access. Amazon DSP effectively becomes a direct gateway to Samsung’s inventory, reducing fragmentation for buyers navigating the CTV landscape.

It also removes friction in user interaction. Viewers no longer need second screens or QR codes—engagement happens directly on the TV.

For advertisers and ad-ops teams, this opens up the ability to deploy interactive formats at scale within the primary viewing environment, tightening the link between media, creative, and commerce.

Amazon is steadily positioning its DSP as a central access point across major CTV platforms—including Roku, Netflix, and now Samsung. This expands its influence over how inventory is bought, measured, and ultimately monetized.

At the same time, shoppable TV is moving beyond experimental budgets. With this level of platform and hardware integration, it is becoming part of standard media buying frameworks—signaling a structural shift in how CTV is transacted.