Amazon and OpenAI Partner for Ads in ChatGPT
Amazon is allowing its advertisers to buy ads within ChatGPT through its ad platform, starting with a pilot program for select US brands. This partnership, announced on September 10th, 2026, in a blog post by Amazon Ads, is a significant move in the advertising landscape.
How It Works
Advertisers using Amazon DSP (demand-side platform) can now extend their campaigns to ChatGPT, with Amazon managing campaign setup and OpenAI’s system determining ad placement. The ads will appear as text or images below ChatGPT’s responses, clearly labeled as sponsored. Advertisers have the option to pay per click or per thousand impressions.
Quotes from Key Players
- "Conversational ads represent the fastest growing engagement opportunity for brands," said Chris Conetta, director of omnichannel supply at Amazon DSP.
- Katrin Koenig, president of Delta Vacations (one of the trial advertisers), stated, "We’re proud to be among the first brands testing this new approach."
OpenAI’s Ad Business
OpenAI (get the details) began selling sponsored placements in ChatGPT in February 2026, with early adopters including Best Buy and Williams-Sonoma. As of August, the ad business had reached an impressive $1 billion annualized revenue run rate.
Amazon’s Ad Dominance
Amazon’s ad platform is one of the largest in the digital advertising space, generating approximately $70 billion in annual ad revenue (according to Marketing Dive). This latest move signals Amazon’s continued ambition to control its own advertising ecosystem and tap into the growing conversational AI market.