ChatGPT Ads
Advertising in ChatGPT,
steered on margin
ChatGPT Ads reaches buyers while they explore and compare. We use it for brands, with traffic to your own webshop or website, or to Amazon. We measure every route and judge the result on contribution margin.
Part of Managed Advertising. We already run ChatGPT Ads campaigns for brands.
How it works
What an ad in ChatGPT looks like
Someone asks ChatGPT which running shoes suit a first 5K. ChatGPT gives advice. Below it, an ad appears from a brand with cushioned beginner shoes, linking to its webshop or its Amazon page.
The ad sits below the answer and is labelled as an ad. The answer itself stays independent of advertisers.
There are no keywords. With context hints you describe the situations in which your product helps, and OpenAI matches that to the topic of the conversation.
You pay per click or per thousand impressions, from €15 a day. Even with a conversions objective you never pay per conversion.
Why now
Visible at the moment a buyer forms their choice
On Google or a marketplace, the question is already sharp. In ChatGPT, someone is still exploring: what fits my situation, and what should I look out for? Whoever is visible there enters the consideration earlier.
The channel is young and growing fast. Since late August 2026 it has been available in 31 European markets, including the Netherlands, Belgium and Germany. According to OpenAI, tens of thousands of marketers have already advertised in ChatGPT.
Whoever tests now with a measurement plan learns sooner than the competition what a click is worth.
Product data
Your product data is your ad
ChatGPT Ads works without keywords. OpenAI looks at your landing page, your ad or product feed and your context hints. Precise product information is therefore the foundation. For listings on Amazon and bol, that is our daily work.
Product pages that answer the question
A page that says who a product suits, in which situation and with which constraints. That helps the match with the conversation and the conversion after the click.
A product feed without gaps
Titles, prices, images and ratings that are correct and current. Products without a refresh expire after two weeks, so delivery runs automatically.
Context hints in your customer's language
Needs, situations and decision moments instead of loose keywords. The more specific the description, the better the system knows when your product helps.
Destination
Webshop, Amazon or bol: where do you send traffic?
The destination determines your margin, your measurability and how well the campaign can steer. Those three do not move together.
Your own webshop or website
The most measurable, and the only destination where OpenAI's conversions objective works. Often a higher margin per order, but lower conversion than a marketplace.
Amazon
Often higher conversion thanks to trust and purchase intent, but a lower margin after Amazon costs. How you measure the result is explained below.
Bol
A click can be tracked, a bol order cannot be linked directly. So we mainly use bol for reach and demand building, not for direct steering.
Amazon
ChatGPT traffic to Amazon: now and next
Today the route runs through OpenAI Ads Manager. You send traffic to your Amazon product page, with an Amazon Attribution tag in the link. That shows you product views, add-to-carts and purchases. We start with one ad, because Amazon blocks some OpenAI crawlers and the ad review can stall as a result.
Those Amazon sales are not sent back to OpenAI. So you choose a clicks or impressions objective, and judge the result in your own numbers.
A second route is on its way. Since 10 September 2026, Amazon Ads has been testing a link with ChatGPT through the Amazon DSP, for now with select advertisers in the US. Amazon sets up the campaigns, OpenAI decides which ad appears.
If that link comes to Europe, you will buy ChatGPT from the same platform as your Amazon campaigns. Until then, Attribution builds the knowledge you will need by then.
Approach
How we work
First know what a click is worth, then add budget.
1. Business case
Per product group and destination we calculate what a click may cost: contribution margin per order times expected conversion.
2. Measurement
OpenAI Pixel and Conversions API on your webshop or website, or Amazon Attribution if you send traffic to Amazon. Checked before any budget goes in.
3. Setup and test
Campaigns per business goal, ad groups per theme and context hints in your customer's language. One product group and one destination, read as direction.
4. Management and scale
We steer on contribution margin and report alongside Amazon, bol and Google. More budget only if measurement, conversion and margin stay within the limits.
Part of Managed Advertising
ChatGPT Ads sits within Managed Advertising, next to Amazon and bol. One team steers your advertising across all channels, on the same goals.
Who it is for
Is ChatGPT Ads right for your brand?
Not every brand needs to start now. This is how we judge it.
A good fit if
- you know your contribution margin per order
- you have your own webshop or website, or sell on Amazon
- people think about and compare your product before buying
- you want a test with a measurement plan before scaling
Not yet if
- your margin per order is unknown
- you only sell through a channel you cannot measure
- your product or claim is not allowed in ads
- there is no budget for enough delivery to decide
Frequently asked questions
Questions about ChatGPT Ads
The questions brands ask us most.
The basics
What is ChatGPT Ads?
OpenAI's advertising platform, also called OpenAI Ads. Ads appear below a ChatGPT answer, labelled as sponsored and separate from the answer.
Is ChatGPT Ads available in Europe?
Yes, since the week of 24 August 2026, in 31 European markets including the Netherlands and Germany. Self-serve through OpenAI Ads Manager has been open since 31 August 2026.
Who sees the ads?
Free and Go users, and logged-out users. Paid plans such as Plus and Pro are ad-free.
What does an ad in ChatGPT look like?
A brand name, logo, title, short text, image and link, below the answer and labelled as an ad. With a product feed, OpenAI creates ads with product image, title, price and rating.
The channel
Does ChatGPT Ads work with keywords?
No. You steer with context hints: descriptions of situations in which your product is relevant. They do not guarantee delivery in a particular conversation.
How does it differ from Google Ads?
In Google you choose the query you appear on. In ChatGPT you describe the situation and the system chooses. Google captures existing demand, ChatGPT comes into view earlier in the exploration.
Working together
How does ChatGPT Ads fit your services?
It sits within Managed Advertising, next to Amazon and bol. We steer all channels on the same goals: visibility, conversion and margin.
Do you already run ChatGPT Ads campaigns?
Yes, we already run campaigns for brands. Because the channel is young, we decide per brand what a realistic test is.
What does advertising in ChatGPT cost?
You pay OpenAI per click or per thousand impressions, with a minimum of €15 a day. Our management sits within Managed Advertising. What fits depends on your channels and ambition; we discuss that in an introductory call.
Measurement and destination
Can you send traffic from ChatGPT to Amazon?
Yes. With Amazon Attribution you see what external traffic does on Amazon: product views, add-to-carts and purchases. OpenAI cannot use those conversions to steer the campaign.
Can you buy ChatGPT Ads through Amazon Ads?
Not in Europe yet. Since 10 September 2026, Amazon Ads has been testing a link with ChatGPT through the Amazon DSP, for now with select advertisers in the US. Amazon sets up the campaigns, OpenAI decides which ad appears. Whether Amazon shopping data feeds the targeting or measurement has not been announced.
And to bol?
A click can be tracked, but bol has no publicly documented counterpart to Amazon Attribution. So we mainly use bol for reach and demand building.
How do you measure the result?
On your webshop with the OpenAI Pixel and the Conversions API, alongside your own analytics. On a Shopify store this can also run through the OpenAI ChatGPT Ads app. We judge on contribution margin, not only on clicks or conversions.
Read more
- How ChatGPT Ads works→
Targeting, cost, measurement and a decision model per destination.
- Amazon Ads and ChatGPT→
What the partnership means for brands selling on Amazon.
- Managed Advertising→
Advertising on Amazon, bol and ChatGPT, steered on margin.
- Advertising on Amazon→
Sponsored Products, Brands, Display and DSP in one strategy.
- Advertising on bol→
Sponsored Products and Branded Shelves, with a clear structure.
Find out whether ChatGPT Ads pays off for your brand
We assess your margin, destination and measurability. After that you know whether a test is worthwhile, and which route gives the most grip.