Amazon Tests Advertising on ChatGPT Through Amazon DSP

Amazon has begun piloting access to ChatGPT Ads inventory through its Amazon DSP advertising platform. This allows advertisers in the United States to extend their existing campaigns and reach ChatGPT audiences without having to set up and manage advertising campaigns directly through OpenAI. As part of the initiative, Amazon is partnering with OpenAI to give advertisers a new way to purchase ChatGPT advertising inventory within the familiar Amazon advertising ecosystem. Amazon DSP Gains Access to ChatGPT Ads Under the new partnership, ChatGPT Ads inventory is becoming available through Amazon DSP as a managed service. This means Amazon is not only providing access to a new advertising channel but also helping advertisers set up and optimize their campaigns. A limited group of U.S. advertisers has already joined the pilot program. Delta Vacations is among the companies participating. At the initial stage, the integration is available exclusively in the United States. It is not yet clear when access to ChatGPT advertising through Amazon DSP could be expanded to other markets. Why This Matters for Advertisers The pilot integration gives Amazon advertisers an additional way to access ChatGPT advertising inventory. Previously, companies interested in testing advertising on ChatGPT had to work directly with OpenAI's advertising ecosystem. Now, advertisers already using Amazon DSP can potentially include ChatGPT in their media strategies through a platform they are already familiar with. This is particularly relevant as conversational advertising continues to develop — a form of advertising integrated into environments where users interact with AI through natural-language conversations. ChatGPT is gradually becoming more than a tool for obtaining information. Users increasingly rely on AI platforms to research topics, compare options, and make decisions. As a result, advertising inventory within these services could become a separate channel for brands seeking to engage their target audiences. How the Advertising Will Work Advertisers will be able to purchase ChatGPT inventory using two primary pricing models: CPC (cost per click) — advertisers pay for each click; CPM (cost per mille) — advertisers pay for one thousand impressions. This gives advertisers the flexibility to select a buying model based on their campaign objectives and media planning requirements. Amazon is also offering product feed ads — advertising formats that can automatically generate ad assets based on an advertiser's product catalog. This allows existing product information to be used to create advertising assets without requiring advertisers to manually prepare every individual ad variation. Where the Ads Will Appear Advertising units will appear beneath organic ChatGPT responses. The available formats may include: text-based advertising units; image-based advertising units; product ads generated using product catalog information. Ads will be clearly labeled as sponsored content so users can distinguish them from organic ChatGPT responses. Amazon Will Not Control Ad Placement Inside ChatGPT An important aspect of the partnership is the division of responsibilities between Amazon and OpenAI. Although advertisers will purchase ChatGPT inventory through Amazon DSP, this does not mean Amazon will determine exactly where a particular advertisement appears within ChatGPT. OpenAI will retain control over ad delivery and placement. In practice, the two platforms will perform different functions: AmazonOpenAIProvides access to advertising purchases through Amazon DSPControls ChatGPT advertising inventoryManages advertiser relationshipsDetermines ad placementHelps set up campaignsDelivers ads to usersProvides campaign optimizationControls when and where ads are displayed Amazon therefore acts primarily as the buying and campaign-management layer, while OpenAI remains responsible for how advertising is ultimately served within ChatGPT. This distinction is important for advertisers: using Amazon DSP does not give them direct control over ChatGPT's advertising inventory. What Data Will Advertisers Receive? Advertisers participating in the pilot will receive aggregated campaign performance data. The available metrics include: impressions; clicks; cost per result; CPM; CPC. These metrics will allow advertisers to evaluate the performance of ChatGPT placements and compare the channel with other advertising platforms. At the pilot stage, however, the reporting is based on aggregated performance data rather than necessarily providing the same level of granular control and reporting available in some established advertising platforms. The Potential of Amazon's Data for ChatGPT Advertising Another area of interest is the potential combination of Amazon's advertising ecosystem with the context of users' interactions with ChatGPT. Amazon has extensive data related to shopping activity, audience behavior, and consumer interests. Its ecosystem also extends beyond e-commerce to advertising and streaming services. For advertisers, this could potentially create opportunities to combine Amazon's audience signals with the emerging conversational advertising environment of ChatGPT. The specific mechanisms for using this data and the extent of its integration into advertising delivery will depend on the terms of the partnership and the capabilities provided by the platforms. A New Channel Not Limited to Amazon Sellers Another important consequence of the partnership could be an expansion of the advertiser base using ChatGPT Ads. Amazon DSP is not limited to companies that sell products directly through Amazon. The platform is also used by brands that are not direct sellers on the marketplace. These companies are often referred to as nonendemic advertisers — businesses whose products or services are not directly sold on Amazon. For these advertisers, the integration could provide an additional way to access ChatGPT advertising inventory through an advertising platform they already use. This could potentially broaden the range of companies interested in testing advertising within AI-powered environments. What This Means for the Development of AI Advertising The partnership between Amazon and OpenAI demonstrates the continued development of a new advertising environment around generative AI. Traditional search typically involves a user entering a query and receiving a list of results, which may include paid advertisements. Conversational AI works differently: users formulate questions in natural language and receive an AI-generated response. In this environment, advertising can be integrated directly into the context of the user's interaction with an AI system. For marketers, this means the emergence of another potential channel that could influence the customer journey from information discovery to purchase decision-making. At the same time, advertising formats within AI environments are still developing. Advertisers will therefore need to evaluate not only potential reach but also the actual performance and business value generated by these campaigns. What to Watch Next Amazon and OpenAI are currently testing the integration with a limited number of advertisers in the United States. One of the key questions is whether access to ChatGPT Ads through Amazon DSP will be expanded after the pilot stage. It will also be important to monitor: whether the integration becomes available in additional markets; how actively advertisers adopt the new channel; how campaigns perform compared with other advertising formats; how ChatGPT Ads formats evolve; how extensive targeting and measurement capabilities become; whether Amazon DSP develops into one of the major channels for purchasing advertising inventory on ChatGPT. For now, the initiative remains a pilot, so it is too early to draw conclusions about the future scale of this advertising channel. Amazon Becomes Another Gateway to ChatGPT Ads The pilot integration between Amazon DSP and ChatGPT Ads gives advertisers a new way to access OpenAI's advertising inventory. Amazon manages advertiser relationships, campaign buying, and campaign management, while OpenAI retains control over its advertising inventory, delivery, and placement within ChatGPT. For the advertising industry, the partnership is another indication that generative AI is gradually becoming a distinct environment for marketing communications. If the pilot demonstrates strong performance, similar integrations could become an important component of media strategies for brands seeking to reach users across emerging AI platforms. Read this article in Ukrainian.