Amazon and OpenAI Launch Advertising Pilot in ChatGPT

Amazon has partnered with OpenAI to allow select U.S. brands to run advertising campaigns directly within ChatGPT. The move integrates one of the world's largest advertising ecosystems with the most widely used AI chatbot, marking a significant step in the monetization of conversational AI.

Under the terms of the pilot, ads are managed via Amazon's Demand-Side Platform (DSP). These advertisements appear as text and image units positioned beneath organic responses, though OpenAI retains final control over all delivery decisions. The program is currently limited to users within the United States. This expansion comes as OpenAI's advertising business has already reached a $1 billion annualized revenue run rate.

The Shift to Conversational Commerce

OpenAI began testing advertisements in February as a means to support free access to its tools and diversify its revenue streams ahead of a potential initial public offering. While the company has previously collaborated with smaller retail media networks, such as Target and Albertsons, the partnership with Amazon represents a massive increase in scale. Amazon, which neared $70 billion in ad revenue last year, is leveraging this deal to extend its reach into conversational interfaces where users are actively seeking information.

Why the Partnership Matters

This collaboration signals a broader industry shift toward "agentic shopping" and conversational commerce. By placing ads within the research phase of a user's journey, brands can integrate their offerings into the AI-driven decision-making process. For OpenAI, the partnership accelerates the scaling of its ad business by tapping into Amazon's sophisticated targeting capabilities. For Amazon, it secures a critical foothold in a high-intent channel where users interact with AI to plan and discover products.

What's Next

As the pilot progresses, the industry will be watching to see how users react to sponsored content within a conversational flow and whether the model expands beyond the U.S. market. While this deal establishes a primary pipeline for ChatGPT inventory, reports indicate that OpenAI has also held discussions with The Trade Desk regarding its advertising inventory, suggesting the company may be open to a multi-partner approach to maximize its reach.