Amazon Ads expands UK reach through Sky and Bauer Media partnerships

Amazon Ads has expanded its advertising reach in the United Kingdom and Ireland through new integrations with major media providers Bauer Media and Sky Media.

Through a partnership with Bauer Media, advertisers can now access audio inventory from brands including Absolute Radio, KISS, Magic, Hits Radio, and Greatest Hits Radio. This integration allows brands to reach Bauer’s 23.5 million weekly listeners via in-app, online, and smart speaker platforms using the Amazon Ads Agent.

Simultaneously, Sky Media has made its streaming inventory available via Amazon Ads Agent. This provides advertisers access to Sky’s entertainment, drama, news, and live sports content—including Premier League football and Formula 1—across platforms such as Sky Go, NOW, Sky Glass, Sky Q, and Sky Stream. The integration also includes content from Sky Media partners like HBO Max, Discovery+, and TNT Sports, utilizing Sky’s proprietary audience signals for targeting.