Amazon and OpenAI have come together to let advertisers using Amazon Ads run ads directly in ChatGPT conversations, with select U.S. brands testing these ads as part of a pilot. The integration gives advertisers a chance to engage with consumers early in their shopping journeys, while they’re still doing research and asking questions.
The partnership makes sense as Amazon sees a bright future for conversational ads, and while Amazon sets up, manages, and optimizes the ad campaigns, it’s OpenAI that will control all ad delivery decisions through its own systems.
Amazon Ads is Partnering With OpenAI to Support Advertising in ChatGPT
This new partnership and integration gives advertisers the chance to expand their Amazon Ads campaign to also include a conversational experience on ChatGPT. While the integration is only being tested among a select few U.S. brands as of right now, it wouldn’t be surprising to see the functionality open up to more brands and sellers in the near future.
The move benefits all parties involved as it expands Amazon’s ad platform into one of the most popular AI programs, allows Amazon sellers access to an increasingly popular and important sales channel with millions of users, and gives OpenAI an influx of new companies into its ad business.
The partnership comes a few months after Amazon began buying ads on ChatGPT, which itself followed a massive strategic collaboration between the companies that was announced back in early 2026.
How the Partnership Works
The way the partnership works is fairly straightforward, as the integration lets Amazon Ads advertisers expand their campaigns into ChatGPT. These ChatGPT ads will be bought through Amazon DSP, the company’s demand-side platform, and will be a managed service, which means that Amazon will help advertisers set up, manage, and optimize these campaigns.
However, it’ll be OpenAI that’s responsible for controlling all ad delivery decisions. The ads will be available using both Cost-Per-Click (CPC) and Cost-Per-Thousand-Impressions (CPM) pricing models, and will appear below ChatGPT responses as image and text units. They’ll also feature clear sponsored labels, so users will know it’s an ad and not part of the response.
Amazon Sees a Big Future for Conversational Ads
According to the company’s post about the partnership, Amazon is a big believer in conversational ads. Chris Conetta, the Director of Omnichannel Supply at Amazon DSP, said that “Conversational ads represent the fastest growing engagement opportunity for brands to reach new and existing audiences”.
Speaking about the partnership, he also added that “The AI-driven ad experience is not just a vision of what’s to come, but an opportunity for advertisers to meet relevant users where they spend time today. With access to ChatGPT Ads, advertisers can now extend their campaigns further into where their customers are actively spending time in conversational chat platforms.”
OpenAI began testing ads in ChatGPT back in February 2026, and less than a year later, the company announced that ChatGPT ads have reached $1 billion in annualized revenue run rate, and that the platform is used by tens of thousands of advertisers.
This shows the huge growth of the platform, as well as the growing popularity of conversational ads in general. Conversational ads are not only more engaging and personal for users, but also provide valuable zero-party data for brands.
Our Take
Capturing Shoppers as Early as Possible
Arguably the biggest benefit of this new partnership for ecommerce brands is the ability to capture shoppers earlier in their shopping journey. Getting your ads placed right under ChatGPT responses puts your products right in front of people as they’re asking questions and researching solutions, which is very high up in the consumer purchase cycle.
Showing up this early in the shopping journey, and having your ad appear more like a useful next step after a ChatGPT response, and not an interruption that breaks it up, is great for building trust and positioning your brand as a helpful guide, as opposed to an annoying distraction.
