Amazon DSP opens access to ChatGPT ads in new U.S. pilot

Amazon Ads is expanding into conversational advertising through a new integration with ChatGPT, allowing select U.S. advertisers to extend campaigns running through Amazon DSP into ad inventory inside OpenAI’s chatbot.

The partnership is currently being tested as a U.S. pilot, with Delta Vacations among the first brands participating. Amazon describes conversational advertising as an emerging channel for reaching consumers while they research products, compare options and make decisions through AI-powered chat experiences.

Under the arrangement, ChatGPT Ads inventory will be available through Amazon’s demand-side platform as a managed service. Amazon’s advertising team will help advertisers set up and optimize campaigns, while inventory can be purchased using both cost-per-click (CPC) and cost-per-thousand-impressions (CPM) pricing models.

The integration does not mean Amazon will determine which ads appear inside ChatGPT. OpenAI will retain control over ad delivery and placement through its own systems, according to details shared about the partnership.

Ads will continue to appear beneath organic ChatGPT responses as clearly labeled sponsored placements, using text and image formats. The separation means Amazon is providing advertisers with a buying and campaign-management route into the inventory, while OpenAI remains responsible for how advertising is served within the ChatGPT experience.

Amazon is also offering product-feed advertising through the integration. These ads can automatically generate creative assets based on advertisers’ product catalogs, providing another way for brands to bring existing commerce data into conversational ad campaigns.

The partnership extends Amazon DSP beyond Amazon-owned properties and its existing open-internet inventory into one of the emerging advertising environments created by generative AI.

Amazon Ads said advertisers already using its platform to plan, activate and optimize full-funnel campaigns will be able to extend those efforts to ChatGPT users as they explore options and evaluate potential purchases.

A key component of Amazon’s advertising proposition is its collection of browsing, shopping and streaming signals. Amazon says its advertising technology combines those signals with supply relationships across Amazon properties and the open internet without relying on traditional advertising identifiers.

The ChatGPT integration could therefore be relevant beyond brands that directly sell products through Amazon. Non-endemic advertisers can also use Amazon DSP, potentially extending access to sectors such as travel, financial services and other categories where users increasingly turn to conversational AI during research and consideration.

Delta Vacations is one example. The company is participating in the initial pilot as it explores how Amazon’s consumer insights can inform when its advertising appears within ChatGPT Ads experiences.

Measurement during the pilot will include aggregated performance data covering metrics such as impressions, clicks, cost per result, CPM and CPC.

For Amazon, the integration adds conversational AI to an advertising footprint that already spans commerce, streaming TV, display, video, audio and open-internet inventory.

For OpenAI, working with Amazon creates another channel through which advertisers can access ChatGPT Ads without necessarily building campaign workflows entirely within OpenAI’s advertising systems.

The partnership comes as advertising becomes a larger part of ChatGPT’s business model. OpenAI began testing advertising earlier in 2026, initially introducing sponsored placements for users on its free and lower-priced subscription tiers. The company has since been expanding the number of advertisers and markets participating in the program.

The Amazon agreement also comes as AI assistants increasingly intersect with product discovery. Unlike traditional search advertising, where commercial intent is often expressed through a keyword query, conversational AI can capture context across a longer exchange as users ask questions, narrow their requirements and compare alternatives.

That creates a different advertising environment for marketers. Rather than appearing alongside a conventional search results page or social feed, brands can potentially reach consumers while they are actively using an AI assistant to evaluate a decision.

Amazon’s role in the partnership adds another layer to that model by connecting its existing advertising infrastructure and audience signals with ChatGPT’s conversational environment.

The pilot remains limited to select advertisers in the United States, and neither Amazon nor OpenAI has announced when access through Amazon DSP could become broadly available.