Launch announcement
Access premium Alexa inventory through Private Auction deals
February 20, 2026
What launched?
Amazon ads is launching Private Auction (PA) deals capability on Alexa devices, marking our first expansion into deal-based buying on Alexa surfaces. At launch, we're introducing two distinct PA deal types targeting the Alexa Homescreen (AHS): (1) AHS Online Video (OLV) deal, enabling advertisers to purchase premium video inventory before it enters the open auction, and (2) AHS Responsive eCommerce (REC) deal for high-impact display placements on echo show devices. Until now, advertisers could only access Alexa inventory through open auction buying - this launch creates a new premium path for advertisers to reach Alexa users through deal-based transactions.
OLV Ads on Alexa+
REC ads on Alexa
Why is it important?
Alexa PA deals offer significant benefits for both advertisers and Amazon Ads. For advertisers, these deals provide preferred access to premium Alexa inventory (reaching millions of Echo Show devices in household environments), transparent supply paths & fixed floor prices, and priority bidding before inventory enters open auction - all while maintaining the flexibility to optimize campaigns in real-time without impression commitments. Additionally, these deals provide direct access to Amazon's premium owned and operated inventory (Alexa Homescreen - AHS), eliminating concerns about supply quality and brand safety that often exist in open auction environments.
Where is the feature available?
- North America: United States, Mexico
- Europe: United Kingdom, Germany, Spain, Italy, France
- Asia-Pacific: Japan, India
- South America: Brazil
Who can use it?
- Self-service