Amazon Partners with OpenAI to Extend Ads into ChatGPT

Amazon Ads has unveiled a partnership with OpenAI that allows select U.S. advertisers to extend their campaigns into ChatGPT without direct negotiations with the AI company. Under the arrangement, advertisers purchase placements through Amazon DSP (Demand Side Platform), Amazon's programmatic advertising tool, streamlining the buying process. Delta Vacations has already begun testing the pilot program.

The partnership reflects the growing recognition of AI conversational tools as emerging advertising channels. As ChatGPT attracts millions of users, brands are increasingly seeking visibility in these new environments. For Amazon, the move represents another avenue to expand its advertising business—a segment that has become a major profit driver for the company in 2023-2024, growing faster than marketplace fees.

For e-commerce sellers and merchants, this development opens a new touchpoint to reach customers in their discovery journey. As AI tools become more integral to how people search for products and make decisions, maintaining presence in these spaces will become strategically important. However, with the program still in pilot phase, performance metrics and return on ad spend remain unclear, meaning early adopters will be crucial in establishing best practices for this emerging channel.