Amazon has partnered with OpenAI to bring ChatGPT advertising to its demand-side platform (DSP), allowing advertisers to extend campaigns into conversational experiences on the popular chatbot. The managed service, available in a U.S. pilot, includes brands like Delta Vacations and will offer both cost-per-click and cost-per-thousand-impressions pricing models (Retail Dive - Technology). Ads will appear as text and image units beneath ChatGPT responses with sponsored labels, and Amazon is also offering product feed ads that auto-generate assets from product catalogs.
For commerce practitioners, this integration matters because it connects Amazon's massive shopping and streaming data advantage to ChatGPT's contextually rich advertising environment. ChatGPT Ads recently achieved a $1 billion annualized revenue run rate (Retail Dive - Technology), signaling the channel's rapid maturation and appeal to nonendemic advertisers seeking new customer touchpoints beyond traditional retail media networks.
The partnership is strategically significant because Amazon operates the third-largest digital advertising platform and neared $70 billion in ads revenue last year (Retail Dive - Technology). Earlier reports suggested OpenAI had discussed a deal with independent DSP rival The Trade Desk, making Amazon's selection as the initial large-scale DSP partner a notable competitive move in the evolving conversational commerce space.