Amazon DSP Now Sells ChatGPT Ads: What Changes for Advertisers

Amazon DSP ChatGPT ads are ChatGPT placements that select US advertisers can buy through Amazon’s demand-side platform since September 10, 2026. Amazon sets up and optimizes the campaigns as a managed service, on a CPC or CPM basis, while OpenAI still decides which ad is shown and where. The same inventory remains available directly through OpenAI’s self-serve Ads Manager.

• Availability: US only, for a select group of advertisers, with no self-serve access through Amazon.
• Format: text and image units displayed below the ChatGPT answer and labeled as sponsored.
• Creative: product feed ads generate assets from an existing product catalog.
• Reporting: aggregated impressions, clicks, cost per result, CPM and CPC.
• Data: neither company has specified whether Amazon audience signals are used in ChatGPT.

What are Amazon DSP ChatGPT ads?

Amazon DSP ChatGPT ads are ads served inside ChatGPT but bought through Amazon DSP instead of directly from OpenAI. Amazon announced the partnership on September 10, 2026, as a pilot limited to the US and to a select group of advertisers. Delta Vacations is the first brand named among the testers.

The inventory belongs to OpenAI. Amazon adds a buying layer on top of it, in the same way it already sells access to streaming supply such as Netflix, Roku or Spotify through its DSP. For OpenAI, the deal opens its ad business to the advertisers already working with Amazon, which generated close to $70 billion in advertising revenue last year.

The pilot is not reserved for brands that sell on Amazon. Non-endemic advertisers, such as travel or financial services companies that use Amazon DSP to reach audiences outside the marketplace, can also access it. Delta Vacations is one of them.

How do Amazon DSP ChatGPT ads work?

Amazon’s team runs the campaign, and OpenAI’s ad system decides where it appears. The process breaks down into five parts:

• Access: the advertiser goes through its Amazon DSP account team. There is no ChatGPT option to activate in the DSP console.
• Pricing: inventory is bought on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis.
• Creative: advertisers can supply their own assets or use product feed ads, which build the ad from the product catalog.
• Delivery: OpenAI selects the ad and its placement. Buying through Amazon DSP gives Amazon no control over where the ad runs.
• Format: a text and image unit shown below the answer, in a separate block with a sponsored label.

How do ChatGPT ads work?

The matching logic is the same for all ChatGPT ads, whatever the buying route. The system reads the context of the current conversation, runs a brand safety check, then uses a relevance model to pick the most suitable ad based on the topic, the headline, the ad copy and the landing page. Earlier chats, past interactions with ads and general information such as location or language can also be used, depending on the user’s settings.

Advertisers do not bid on keywords. They provide context hints describing the topics or conversations where their offer is relevant, and these hints guide matching without guaranteeing delivery. Conversational ads are only shown to logged-in adult users on the Free and Go plans. Plus, Pro, Business and Enterprise subscribers do not see ads.

Amazon DSP vs OpenAI Ads Manager: two ways to buy ChatGPT ads

The inventory is the same in both cases. What changes is who operates the campaign, which markets are open and which creative tools are available.

	Amazon DSP	OpenAI Ads Manager
Access	Select advertisers, managed service	Self-serve account, no minimum spend
Markets	US only	US, Europe, India, Middle East, North Africa
Operation	Amazon account team	Advertiser or its agency
Pricing	CPC or CPM	CPM, CPC or conversion-optimized CPC
Creative	Own assets or product feed ads	Created in the tool or bulk uploaded
Placement	Decided by OpenAI	Decided by OpenAI

OpenAI started serving ChatGPT advertising in the US on February 9, 2026, then opened a beta ChatGPT Ads Manager to US advertisers on May 5, 2026, when it also added CPC bidding. Ads have been served in 31 European markets since August 24, 2026, and self-serve access opened in Europe, India, the Middle East and North Africa on August 31, 2026. OpenAI reports a $1 billion annualized revenue run rate, reached in under 200 days, and tens of thousands of advertisers. More than 50 ad tech partners already connect to the platform.

For an advertiser already running Amazon DSP, the Amazon route means one contract, one account team and ChatGPT spend planned alongside other Amazon placements. The direct route gives more hands-on control over bids, creatives and optimization goals, and it is the only one open outside the US.

What reporting do advertisers get?

Advertisers in the pilot receive aggregated performance data: impressions, clicks, cost per result, CPM and CPC. They have no access to conversations, chat histories or personal data, which matches OpenAI’s rules for all ChatGPT ads.

Three points are still missing from the announcements:

• Amazon audience signals: Amazon DSP normally builds audiences from shopping, browsing and streaming data. Neither company has said whether any of these signals are used in ChatGPT campaigns. By comparison, Amazon Audiences have been available on Netflix buys in the US since Q2 2026.
• Sales attribution: the pilot does not include affiliate or commission reporting, so there is no direct link between a ChatGPT ad and an Amazon sale in the reports.
• Product feed ads rules: eligible categories, frequency and the way catalog data is matched with conversations have not been published.

How to measure Amazon DSP ChatGPT ads

Amazon DSP ChatGPT ads should be measured with an incrementality test, because aggregated clicks and costs do not show whether the ads generated additional sales. A user can see an ad in ChatGPT, then buy days later on Amazon or on the brand’s website through another channel, which will get the credit in a last-click report.

A test needs four elements:

• A control group that is not exposed, defined by geography or audience before launch.
• A fixed test period set in advance and matched to the product’s purchase cycle.
• A combined view of Amazon and DTC sales, since exposure in ChatGPT can move demand from one channel to the other without increasing total sales.
• The new-to-brand share on Amazon, to separate new customers from existing ones.

Without the combined Amazon and DTC view, both channels can show growth while total demand stays the same.

Can brands outside the US buy ChatGPT ads?

Yes, directly from OpenAI, but not through Amazon DSP for now. Since August 31, 2026, advertisers registered in the eligible European markets, including France, can open an account in the self-serve Ads Manager to buy ChatGPT ads. Larger advertisers can also work with OpenAI’s sales team.

A European brand can prepare in three steps:

• Run a first test through Ads Manager with a limited budget and a control group.
• Check the brand’s organic presence in ChatGPT answers for its category, since the ad appears directly below an answer that may recommend competitors.
• Set up the combined Amazon and DTC measurement so that the Amazon DSP route can be tested quickly if the pilot extends beyond the US.

Amazon DSP ChatGPT ads: key points before requesting access

Amazon DSP ChatGPT ads give US advertisers a managed way to buy an inventory that OpenAI already sells directly. OpenAI keeps control of delivery, reporting is aggregated, and the role of Amazon data in targeting has not been specified. The main work for a brand is setting up measurement across Amazon and DTC before spending.

Primelis manages Amazon programs for more than 100 brands, with 1.2 billion euros in Amazon revenue generated, and more than $1 billion in annual media for 300+ brands. Our retail media team can review your Amazon DSP setup, control group design and new-to-brand tracking before you request pilot access.