Amazon is taking a significant step into the burgeoning world of AI-driven advertising by partnering with OpenAI. The e-commerce giant announced Thursday it will allow its advertisers to place ads within ChatGPT, initially rolling out the program to select brands in the United States. This move signals Amazon’s growing confidence in OpenAI’s nascent advertising business, which has reportedly achieved a $1 billion annualized revenue run rate.
OpenAI began experimenting with sponsored placements in ChatGPT in February, with early adopters including major retailers like Best Buy and Williams-Sonoma. This new collaboration with Amazon, the world’s largest online retailer, represents a substantial endorsement of the platform’s advertising potential.
While Amazon has historically maintained a guarded stance, heavily restricting access to its vast product catalog from AI platforms such as ChatGPT, Anthropic’s Claude, and Google’s Gemini, the company has also been aggressively investing in its own AI-powered shopping tools. However, recent months have seen a subtle but notable shift. Amazon has reportedly begun discreetly purchasing ads on ChatGPT, and data from market intelligence firm Sensor Tower indicates it became the top retail advertiser on the platform between April and August.
By enabling brands that advertise on Amazon to also reach consumers within ChatGPT, Amazon is acknowledging the conversational AI platform’s emergence as a crucial marketing channel. OpenAI revealed in February that ChatGPT boasts an impressive 900 million weekly active users, presenting a substantial audience for advertisers.
In a blog post detailing the partnership, Amazon highlighted that conversational ad formats, such as those integrated into AI chatbots, represent the “fastest growing engagement opportunity” for brands to connect with both new and existing customers.
“With Access to ChatGPT Ads, advertisers can now extend their campaigns further into where their customers are actively spending time in conversational chat platforms,” stated Chris Conetta, director of omnichannel supply at Amazon’s demand-side advertising platform.
The operational framework for these campaigns involves Amazon managing the setup and overall strategy, while OpenAI’s ad system handles the ad delivery decisions. According to an Amazon spokesperson, ad units will appear in text or image formats, positioned below ChatGPT’s responses.
OpenAI has previously stated that ads are displayed at the conclusion of a ChatGPT response and are “clearly labeled” as sponsored content. This means that for a user seeking information, for instance, on marathon training tips within ChatGPT, a relevant advertisement for running shoes sold on Amazon could be presented alongside the AI-generated advice.
Delta Vacations, the vacation package service offered by Delta Air Lines, is among the initial participants in this new advertising trial, as indicated in Amazon’s blog post. This diverse range of early adopters underscores the broad appeal of this innovative advertising frontier.
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