The news: Amazon is leaning on third-party firms to sell ads in segments of its media business, sources told The Information.

At least two third-party ad tech firms are managing Twitch ads, and it has approached a separate ad tech firm about setting up ad spots on Alexa, a source told The Information.

However, an Amazon spokesperson told EMARKETER that, “Amazon Ads is not tapping third parties to sell Alexa ads. We are working with third parties for a small portion of Twitch ad sales in select international markets. … We’re seeing strong growth across the Amazon Ads offering. Alexa, Fire TV, Prime Video, and Twitch are all growing year on year.”

The Information reports that marketers may hesitate to advertise on Twitch or Alexa over concerns about being placed next to content that doesn’t align with the brand or challenges in measuring campaign efficacy, respectively.

Amazon brought in $68.6 billion in net advertising sales in 2025.

Why it matters: The Big Tech giant has positioned itself as a one-stop media-buying destination spanning retail media, streaming video, audio, gaming, and connected devices. However, if some properties require outside sales support, advertisers may not view Amazon’s portfolio as a unified ecosystem.

They may see Prime Video as premium, retail media as essential, Twitch as niche, and Alexa as experimental.

The caveat: As Amazon’s ad business grows, it faces a challenge familiar to traditional publishers—size alone doesn’t ensure advertiser demand. Individual properties still need to show brand safety controls, precise measurement capabilities, and unique audience value to bring in ad dollars.

Media properties like Twitch may be fighting a more difficult monetization battle.

Implications for marketers: Amazon’s outsized media footprint doesn’t automatically make it a fully united monolith. Marketers should evaluate individual properties based on their ability to deliver outcomes that matter most to a specific campaign, whether that’s conversions, awareness, video reach, or voice-based engagement.

The reported challenges around interest in Twitch and Alexa also show the importance of scrutinizing brand safety controls and measurement capabilities before pushing spend into new ad environments—while Amazon’s scale and first-party data are major advantages, not all of its media assets may be equally mature.

Editor’s note: This story has been revised to include comments from an Amazon spokesperson and clarify its use of outside ad sellers.