Amazon is opening a new route for its advertisers to reach people inside ChatGPT, putting its advertising business closer to the conversations where users decide what to buy.
The pilot launched on September 10 for select U.S. advertisers, with Delta Vacations among the first participants, according to Digiday. It allows participating businesses using Amazon Ads to buy placements inside the ChatGPT app.
Delta Vacations president Katrin Koenig said the collaboration would help the company reach travelers with relevant vacation options.
Amazon’s advertising operation already extends well beyond its online store. Its demand-side platform, or DSP, is software for buying ads across different websites and apps.
ChatGPT adds a setting where a potential customer can explain their needs in detail. Someone planning a holiday, for example, might discuss a budget, travel dates and destinations before choosing a provider. A relevant ad could reach that person while they are still comparing their options.
OpenAI says its ad system considers the context and intent of the current conversation, alongside information about the advertisement and other eligible signals. That makes research and planning conversations a potential opportunity for advertisers. OpenAI’s advertising documentation explains how those placements are selected.
There are some early indications that ChatGPT ads can introduce brands to new audiences. In an August 24 update, advertising technology company Criteo said more than 2,000 brands were using its ChatGPT integration. It reported that more than 80% of the resulting ad traffic came from new customers, with click-through rates two to three times higher than comparable formats in other environments.
Those are Criteo’s own figures from a separate integration. The update does not identify the comparison formats in detail or establish how many purchases would have happened without the ads. It provides an encouraging signal, but no benchmark for what Amazon’s advertisers should expect.
The Digiday report also points to continuing limitations in ChatGPT’s measurement tools, technology and ad formats. It does not spell out which Amazon targeting and reporting features the pilot supports.
For users, the placements remain subject to ChatGPT’s advertising rules. OpenAI says sponsored ads appear separately below responses, and advertisers cannot pay to change the answers themselves. It also says advertisers do not receive users’ private conversations or chat histories. Ads may appear on the Free and Go plans; Plus, Pro, Business, Enterprise and Edu remain ad-free.
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