Samsung and Amazon team up to bring shoppable ads and interactive video to Samsung TV Plus in July

Samsung revealed a partnership with Amazon Ads at its IAB NewFronts 2026 event, making Samsung TV Plus the first external CTV device to integrate with Amazon DSP, allowing advertisers to activate Samsung inventory while tapping into Amazon's browsing, streaming, and shopping signals through Amazon Marketing Cloud. Launching in July, the integration lets Amazon sellers add “add to cart” functionality directly from TV ads, while non-Amazon brands can trigger actions like “send to phone” or “sign up,” with Samsung's machine learning handling targeting and creative delivery on the backend. Samsung TV Plus reaches more than 100 million active monthly users globally, with streaming hours up 25% year over year, and the company says its AI-driven audience optimization tools are driving ad efficiencies of up to 90%.