Checked 23 September 2026
Amazon is now a door into ChatGPT ads
On 10 September 2026, Amazon Ads and OpenAI announced a partnership that lets advertisers buy ChatGPT ad space through Amazon's own DSP. Here is what actually changed, and what did not.
10 Sep
Announcement date
Amazon Ads and OpenAI confirmed the partnership.
Amazon Ads newsroom, 10 Sep 2026
US
Where the pilot runs
Select advertisers only, for now. Wider access is planned for 2027.
Digiday, CNBC, 10 Sep 2026
900M
Weekly ChatGPT users
The audience Amazon DSP now has a route into.
OpenAI, early 2026
What actually happens
Amazon buys the media, OpenAI picks the ad
The split is clean and worth remembering.
Amazon sets up and manages the campaign. Its reps help build it and supply context hints, the same short descriptions self-serve advertisers already write in Ads Manager, to match ads to the right conversations.
OpenAI’s ad system still decides which eligible ad actually shows, and where. Amazon is a buying route into that system, not a replacement for it.
The ad itself appears the same way it always has: a text or image unit below ChatGPT’s organic answer, labelled Sponsored, never inserted into the answer.
Three routes now
Where this sits next to the other two
Self-serve Ads Manager has not changed. Amazon DSP is a third door, not a replacement for it.
| Route | Who it’s for | Spend floor | Who runs it |
|---|---|---|---|
| Self-serve Ads Manager | Any business in one of 56 countries | $25 a day, no spend commitment | You build and run the campaign yourself |
| OpenAI managed sales | Larger advertisers, sold through OpenAI's own team or agencies | Reported minimums around $50,000 | OpenAI's team builds it with you |
| Amazon DSP (new) | Select US advertisers in the pilot, expanding through 2027 | Not published. Runs as a managed service | Amazon reps build and manage the campaign for you |
Pricing and reporting
The pilot supports CPC and CPM buying, the same two models self-serve advertisers already use for clicks and reach. Advertisers get back aggregated numbers: impressions, clicks, cost per result, CPM and CPC.
Product feeds do the creative
Amazon is also offering product feed ads through this route, meaning the creative is generated straight from an existing product catalogue instead of built by hand. That leans on the same product feed requirement OpenAI put in place for ChatGPT shopping placements on 4 September 2026.
Who this is actually for, right now
This is not a second self-serve option. It is a pilot, US only, with Amazon picking the advertisers, and it is built as a managed service where Amazon’s team does the work. The businesses it suits are the ones already spending through Amazon DSP who want their existing budget and audience data to reach into ChatGPT too.
If you are not already an Amazon DSP advertiser, the $25 a day self-serve floor in Ads Manager remains the fastest way in.
Why Amazon wants this
Amazon DSP has audience and purchase data most advertisers cannot get anywhere else. Plugging that into ChatGPT gives Amazon a reason to sit in the middle of a budget that would otherwise go straight to OpenAI.
Nothing here replaces self-serve
Ads Manager, the $25 floor, and context-hint targeting are unchanged. This is an additional buying route, not a new version of the platform.
Next
Most businesses reading this are not Amazon DSP advertisers. The self-serve floor is still where you start.
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