Amazon now sells ad space inside ChatGPT conversations through its demand-side platform (DSP), the programmatic system advertisers use to buy placements across websites, streaming and apps. The pilot launched on 10 September 2026 and it’s limited to the US for now.
The pitch rests on data. Amazon reportedly lets advertisers use its first-party data to reach ChatGPT users, and its team adds ‘context hints’ to match ads to relevant topics and conversations. OpenAI’s own system still decides when and where each ad appears, and the ads sit beneath ChatGPT’s answers with a sponsored label (ChatGPT ads only appear on the Free and Go plans). It’s also a notable partnership win. Amazon got there before Google, and it did so without handing OpenAI a shopping partnership in return. Amazon has so far kept AI assistants out of its retail ecosystem, reportedly to protect shopper data and the customer experience.
Amazon’s ChatGPT Ad Pilot
OpenAI runs ChatGPT, where millions of people research and compare products, but its advertising business is still young. The basic tools are already in place, and OpenAI is still developing its ad formats, buying options and measurement. Amazon already has those tools, backed by an advertising business that’s brought in $70 billion over the last 12 months For Amazon, the benefit is reach. ChatGPT is becoming a place where people discover products, and an ad lands while someone is mid-decision rather than mid-scroll.
Selling ads inside ChatGPT keeps Amazon’s advertisers visible without opening its doors, and it shows Amazon how people respond to ads inside a conversation. That should help it improve its own ad tools. It’s early days, though. Testers see only aggregated performance data, Amazon doesn’t control placement, and some marketers have been underwhelmed by ChatGPT ad results so far. ChatGPT’s own ads support conversion tracking, but pilot testers only see aggregated metrics, and Amazon hasn’t said whether it will tie ChatGPT exposure to Amazon sales.
Who Can Advertise in ChatGPT Through Amazon DSP
Amazon DSP isn’t reserved for ecommerce brands, and you don’t need to be an Amazon seller to be a candidate. Access to the pilot is still selective, so the practical question is whether you already run, or could justify, programmatic spend. For different advertisers, the news lands in different ways:
- Larger accounts with programmatic budget: this is worth exploring now, particularly if Amazon DSP already sits in your media mix.
- Mid-sized and smaller accounts: there’s nothing to chase in the DSP yet. ChatGPT’s own self-serve ads remain the more realistic way to test the channel.
- Every brand: AI assistants are becoming paid media inventory, and Amazon’s move suggests the big ad platforms intend to sell it.
Amazon DSP vs ChatGPT Self-Serve Ads
The Amazon route adds to ChatGPT’s own self-serve ads rather than replacing them. On 21 October, OpenAI said ChatGPT ads are now sold in 89 countries and that more than 100,000 advertisers have run campaigns since launch.
| Amazon DSP pilot | ChatGPT self-serve ads | |
| Where you buy | Amazon DSP, as a managed service | OpenAI’s Ads Manager |
| Availability | Select US advertisers | 89 countries |
| Setup | Managed by Amazon’s ad team | You build and run it |
| Targeting | Amazon’s team targets using Amazon’s first-party data and its own context hints (other controls not yet published) | Context hints, narrowed by location, device, and uploaded customer lists |
| Suits | Larger programmatic budgets | Brands testing the channel directly |
Next steps
Treat this as a test. If you run programmatic budget through Amazon DSP, ask your Amazon representative about pilot access, and find out exactly what reporting you’d receive. Everyone else shouldn’t wait for an invitation. A small, ring-fenced budget in ChatGPT’s self-serve ads gives you real data on how the channel performs for your category.
Would you like help deciding whether ChatGPT ads belong in your media plan? Our team can review your current spend and track how your brand appears in AI search. Get in touch to talk it through.
FAQs
1. Do I need to be an Amazon seller to advertise in ChatGPT through Amazon DSP?
No, you don’t need to sell on Amazon. Access is by invitation through an Amazon DSP account team, so brands already advertising with Amazon are best placed to get in.
2. Can UK advertisers use the Amazon DSP pilot?
Not yet. The Amazon DSP pilot is US-only with no UK date announced, but UK advertisers can buy ChatGPT ads directly through OpenAI’s Ads Manager.
3. Can I buy ChatGPT ads without going through Amazon?
Yes. You can buy through OpenAI’s self-serve Ads Manager, through an agency like Herdl, or through a technology partner.
4. Where do ChatGPT ads appear, and who sees them?
Ads appear below ChatGPT’s answers with a sponsored label, matched to the topic of the conversation. Only logged-in adults on the Free and Go plans see them, and they stay away from topics such as health, mental health, and politics.
5. Does buying through Amazon get my ads better placement?
No. OpenAI controls where every ad appears, whichever route you buy through. Amazon adds access, a managed service and a single contract if you already use Amazon DSP.
6. How much do ChatGPT ads cost?
ChatGPT ads are bought per click (CPC) or per thousand impressions (CPM). OpenAI recommends starting bids of $3 to $5 per click, the US pilot launched at a $60 CPM, and there’s no published minimum spend for self-serve. Amazon hasn’t published rates for its route.