Amazon ChatGPT ads are entering a new buying system as select US advertisers can extend campaigns from Amazon DSP into ChatGPT. The pilot gives Amazon a route into one of the largest conversational advertising surfaces, while OpenAI keeps control over how the ads are delivered.
Amazon ChatGPT ads move beyond Amazon’s own properties
The partnership, announced on 10 September, is limited to selected US advertisers. Delta Vacations is among the first named participants, according to CNBC.
Advertisers can buy ChatGPT inventory through Amazon DSP, Amazon’s demand-side platform. Amazon will set up and manage campaigns, while OpenAI’s advertising system decides which eligible ads appear and where they are placed.
What will Amazon ChatGPT ads look like?
The placements will appear as text or image units beneath ChatGPT’s organic responses, with sponsored labels separating them from the answer. They will not be inserted into the response itself, according to Amazon and OpenAI’s published descriptions of the format.
The pilot supports cost-per-click and cost-per-thousand-impressions buying. Advertisers will also receive aggregated campaign data such as impressions, clicks, cost per result, CPM and CPC, according to Search Engine Land.
OpenAI began testing ads in ChatGPT in the US in February on its Free and Go tiers. Its ad business recently reached a reported $1 billion annualised revenue run rate, while the company says ChatGPT had 900 million weekly active users in February, CNBC reported.
Why Amazon is making the move
Amazon has restricted external AI platforms from freely accessing its retail site as it develops its own shopping tools. It has also been buying ChatGPT ads itself, becoming the leading retail advertiser on the platform between April and August, according to Sensor Tower data CNBC cited.
Opening the same inventory to Amazon’s advertiser base gives brands another way to reach people while they compare products, plan trips, or decide what to do next. It also puts Amazon’s audience and campaign infrastructure behind a service it does not own.
The pilot is US-only. Amazon DSP is available to advertisers in the UAE, but this announcement does not confirm access to ChatGPT inventory for UAE campaigns.
Internal coverage: OpenAI’s ad business reaches a $1 billion annualised revenue run rate and ChatGPT ads are coming to India’s free and Go tiers
What are Amazon ChatGPT ads?
They are sponsored text or image placements that selected Amazon advertisers can buy in ChatGPT through Amazon DSP.
Where will the ads appear?
The ads will appear beneath ChatGPT’s organic responses and will be labelled as sponsored.
Are Amazon ChatGPT ads available in the UAE?
Not according to this announcement. The pilot is limited to selected US advertisers, although Amazon DSP itself is available in the UAE.
