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Amazon pilots ChatGPT Ads through its DSP
Amazon has partnered with OpenAI to allow brands to buy ChatGPT ad inventory directly through Amazon DSP. The pilot launches as a U.S.-only managed service, offering both CPC and CPM pricing alongside automated product feed creative.
Amazon DSP Expands Into Conversational AI
Amazon is teaming up with OpenAI to give marketers a direct path from Amazon Demand-Side Platform (DSP) into ChatGPT. Through this new partnership, brands can tap into ChatGPT's conversational search footprint without having to establish a separate direct relationship with OpenAI.
The rollout is currently limited to a managed-service pilot for select U.S. advertisers, including Delta Vacations. Amazon's team will handle campaign setup and ongoing optimization during this initial testing phase.
Ad Formats and Buying Options
Advertisers participating in the pilot have access to several core buying mechanisms and creative formats:
- Flexible Pricing Models: Inventory is available on both a cost-per-click (CPC) and cost-per-thousand-impressions (CPM) basis.
- Automated Product Feed Ads: Amazon DSP can automatically generate ad creative by pulling assets directly from an advertiser's existing product catalog.
- Placement Style: Ads show up as distinct text and image units positioned beneath organic ChatGPT conversational responses, clearly identified with sponsored labels.
Campaign Management vs. Ad Delivery
While Amazon provides the front-end campaign management and media buying layer, it does not determine ad placement within ChatGPT. OpenAI maintains exclusive control over ad delivery algorithms and how units are served within its platform.
For performance tracking, advertisers participating in the initial rollout will receive aggregated reporting to gauge engagement and efficiency.
Why This Matters For Your Business
For business owners monitoring the rise of AI-driven search, this partnership bridges the gap between traditional programmatic commerce and conversational AI. Brands already using Amazon DSP can now experiment with ChatGPT visibility through an existing buying workflow, avoiding the friction of onboarding with a separate ad platform. The split dynamic between Amazon and OpenAI also establishes an important operational precedent for conversational ads. While Amazon manages the transactional side—budgets, catalog feeds, and campaign optimization—OpenAI preserves tight editorial and algorithmic control over where ads appear. As conversational answers challenge standard search engine result pages, learning how sponsored units fit alongside organic AI outputs will be essential for protecting brand visibility.
Frequently Asked Questions
Who can participate in the Amazon DSP and ChatGPT pilot?
The pilot is currently limited to a select group of U.S. advertisers, including Delta Vacations, operating as an Amazon-managed service.
What ad formats and buying models are supported?
Advertisers can purchase inventory on either a cost-per-click (CPC) or CPM basis. Creative options include text and image units beneath organic responses, as well as automated product feed ads built from merchant catalogs.
Does Amazon control ad placement inside ChatGPT?
No. While Amazon provides the campaign setup and buying infrastructure through DSP, OpenAI retains full control over ad delivery and placement within ChatGPT.
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