Amazon has partnered with OpenAI to offer a new pilot program allowing advertisers to purchase ads within ChatGPT via Amazon’s demand-side platform, making it easier for brands to access conversational advertising.
- Ads available on ChatGPT through Amazon DSP in US pilot
- Advertisers pay per click or per thousand impressions
- Sponsored ads clearly labeled under chatbot answers
What happened
Amazon has announced a new collaboration with OpenAI to allow brands to purchase ads displayed within ChatGPT. This partnership introduces a pilot program in the US where advertisers can buy ChatGPT ads via Amazon's demand-side platform (DSP), streamlining access for brands already using Amazon's advertising ecosystem.
The ads, which include both text and image formats, appear beneath ChatGPT’s chatbot answers. Unlike dealing directly with OpenAI, advertisers can now run campaigns through Amazon which manages the negotiation of ad space and optimizes campaign performance. These ads will be clearly marked as sponsored content to maintain transparency with users.
Why it matters
Conversational advertising is emerging as a fast-growing channel as consumers spend increasing time interacting with AI chatbots like ChatGPT. Despite this, the space remains relatively untapped compared to traditional digital advertising platforms. Amazon’s entry into this market gives advertisers a familiar and scalable way to explore this new format.
Amazon’s advertising business is the third largest globally, generating around $70 billion annually. Leveraging this scale, alongside OpenAI’s AI platform, could significantly boost ad revenue opportunities for both companies, while offering brands fresh ways to engage audiences in conversational environments.
What to watch next
The pilot program will show how advertisers respond to buying ads within ChatGPT through Amazon’s platform and whether this model scales beyond the US. Key indicators will include advertiser adoption rates and user reactions to ads integrated into conversational AI outputs.
Future updates may also include expanded geographic availability, additional ad formats, and potential improvements in ad targeting driven by Amazon’s consumer insights. Monitoring how this partnership evolves will be crucial for digital marketers looking to capitalize on emerging AI-driven advertising channels.