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Amazon Ads and ChatGPT Ads: what the partnership means for brands

Ad Meisen · September 28, 2026

  • Amazon Ads
  • ChatGPT Ads
  • Amazon DSP
  • OpenAI Ads
  • Amazon Attribution

On 10 September 2026, Amazon Ads announced a partnership with OpenAI. It lets advertisers extend their Amazon Ads campaigns into ChatGPT. For now it is a pilot with select advertisers in the US.

For brands that sell on Amazon, this is more than a new ad format. The place where a purchase starts and the place where it closes are moving towards each other.

This article sets out what was announced, what was left out, and what you can already do with it in Europe. Where we make an assessment, we say so.

Last reviewed on 28 September 2026.

In short

  • Amazon Ads is working with OpenAI to support advertising in ChatGPT. It is a pilot with select advertisers in the US (Amazon).
  • Buying runs through Amazon Ads, including the Amazon DSP (Digiday).
  • Amazon sets up and manages the campaigns. OpenAI's ad system decides which ad appears (CNBC).
  • Not announced: Amazon shopping data for targeting, product ads based on ASINs, and measurement in Amazon Marketing Cloud.
  • The link is not available in Europe yet. You can advertise in ChatGPT yourself here, and measure Amazon traffic with Amazon Attribution.

What did Amazon and OpenAI announce?

Amazon Ads says advertisers can extend their Amazon Ads campaigns with a conversational ad experience in ChatGPT. Select advertisers in the US are testing this now in a pilot. Delta Vacations, the vacation packages arm of Delta Air Lines, is one of the first brands (Amazon).

The announcement comes from the team behind the Amazon DSP. Chris Conetta, Director of Omnichannel Supply at Amazon DSP, says conversational ads "represent the fastest growing engagement opportunity for brands to reach new and existing audiences" (Amazon).

How does the link work?

The advertiser works in Amazon Ads. According to Digiday, advertisers buy the ads in ChatGPT through Amazon Ads, including the Amazon DSP (Digiday).

Amazon sets up and manages the campaigns. OpenAI's ad system decides which ad appears and when. The ads show as text or images below the ChatGPT answer, an Amazon spokesperson told CNBC (CNBC).

That fits the rules OpenAI applies to all advertisers. Ads are labelled, sit apart from the answer and do not influence what ChatGPT answers. Conversations stay private from advertisers (OpenAI).

What does the announcement leave out?

The announcement is short. What it leaves out matters at least as much for brands.

  • It does not say that Amazon uses its shopping or audience data for targeting in ChatGPT.
  • Product ads based on ASINs or your Amazon catalogue are not mentioned.
  • It says nothing about measurement in Amazon Marketing Cloud or reporting per placement.

Robert Hu, who writes about AI and commerce, sums it up: the ad slot travelled to ChatGPT, the data and the measurement loop of retail media did not (Robert Hu). Some blogs already speak of a closed measurement loop through to the Amazon sale. The announcement does not include one.

The first name in the pilot is telling too. Delta Vacations sells trips, not products with an ASIN. That suggests this is mainly DSP buying for now, not ads for products on Amazon (Robert Hu).

Why is Amazon doing this?

Amazon already advertises in ChatGPT itself. According to Sensor Tower, Amazon was the largest retail advertiser on the platform between April and August 2026 (CNBC).

At the same time, Amazon keeps its own store closed off. It restricts access to its webstore from AI platforms such as ChatGPT, Claude and Gemini, and invests in its own AI shopping tools (CNBC).

For the Amazon DSP, ChatGPT is a new source of premium ad inventory, after Netflix, Roku, Spotify and Disney among others (Digiday). In return, OpenAI gains access to Amazon's large advertiser base without building its own sales organisation for it (Robert Hu).

Is this available in Europe yet?

No. The pilot runs only in the US, with select advertisers. Amazon has not named a date for Europe.

Advertising in ChatGPT is possible in Europe, though. ChatGPT Ads has been available in 31 European markets since the week of 24 August 2026. Since 31 August 2026 you can also run it yourself, through OpenAI Ads Manager (OpenAI). How that works is explained in our article on advertising in ChatGPT.

How do you send ChatGPT traffic to Amazon today?

Without the link, the route runs through OpenAI Ads Manager. You create a campaign in ChatGPT and send the click to your product page on Amazon.

For measurement you add an Amazon Attribution tag to the link. It connects external traffic to product page views, add-to-carts and purchases on Amazon (Amazon).

Keep two things in mind:

  • OpenAI does not steer on those sales. The Amazon conversions are not sent back to OpenAI. So choose a clicks or impressions objective, and judge the result in your own numbers.
  • The margin differs from your webshop. Amazon often converts higher thanks to trust and purchase intent. After commission and fulfilment, though, you keep less per order.

So calculate every destination with the same rule: expected contribution per click is contribution margin per order times expected conversion. A worked example is in our article on advertising in ChatGPT.

What changes if the link comes to Europe?

Then you buy ChatGPT from the same platform as your Amazon campaigns. Brands that already work with the Amazon DSP no longer need a separate platform, interface or contract (Robert Hu).

The budget question stays the same. Buying ChatGPT through Amazon spends the same euro as buying it through OpenAI. The question remains whether this click delivers more contribution than the next best spend.

What we are watching:

  • When the pilot expands to Europe.
  • Whether Amazon data will feed targeting in ChatGPT.
  • Whether ChatGPT traffic becomes measurable in Amazon Marketing Cloud.

Our view: set up your data, content and advertising for AI

At the front end, a purchase increasingly starts with a complete question. Not "laptop backpack", but "which light backpack suits daily travel with a 15 inch laptop?" An AI system then has to understand which product fits, why and under which conditions. That is where search and GEO come together.

At the back end, something similar is happening. The Amazon Ads MCP Server has been in open beta since 2 February 2026. It connects AI agents to the Amazon Ads API (Amazon). We expect more and more commerce data to become directly available to AI.

Once advertising, revenue, margin, stock and product data come together in one AI environment, the way you steer advertising changes too. Less time spent collecting data, more time for choices, rules and control.

So the question is not only whether to advertise in ChatGPT. It is how to set up your product data, content and advertising so AI can work with them across the whole funnel. For brands on Amazon, that starts with listings that describe exactly who a product suits and when.

Frequently asked questions

Can you buy ChatGPT Ads through Amazon Ads? In the US, Amazon Ads has been testing this since 10 September 2026 with select advertisers, including through the Amazon DSP. In Europe that is not possible yet.

Do you need Amazon Ads to advertise in ChatGPT? No. In Europe you advertise directly through OpenAI Ads Manager at ads.openai.com. The link with Amazon Ads is an extra route, for now only in the US.

Does Amazon use its customer data for ads in ChatGPT? That has not been announced. According to an Amazon spokesperson, Amazon sets up the campaigns and OpenAI's ad system decides which ad appears. OpenAI keeps conversations private from advertisers.

Can you send traffic from ChatGPT to your Amazon listing? Yes. You create the campaign in OpenAI Ads Manager and link to your product page on Amazon. With an Amazon Attribution tag you measure product page views, add-to-carts and purchases.

Can OpenAI optimise on Amazon sales? Not today. Amazon conversions are not sent back to OpenAI. OpenAI's conversions objective only works with measurement on your own site, through the OpenAI Pixel or the Conversions API.

When will the link come to Europe? Amazon has not said. We will update this article as soon as more is known.

Conclusion

The partnership between Amazon Ads and OpenAI shows where things are heading: marketplace advertising and AI conversations are growing towards each other. For brands in Europe, nothing changes in how you buy for now. You advertise through OpenAI Ads Manager and measure Amazon traffic with Amazon Attribution.

Whoever tests now will know what ChatGPT traffic does on Amazon. And whoever has their product data in order already has the foundation in place.

Want to know whether ChatGPT Ads to Amazon pays off for your brand? Read how we manage ChatGPT Ads, or discuss the business case. See also how we approach advertising on Amazon.

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