Overview

Amazon has begun automatically enrolling eligible U.S. advertisers in an AI‑driven feature that inserts conversational prompts into Sponsored Products and Sponsored Brands ads. The prompts answer shopper questions in real time, pulling from product listings and Brand Store content, and sellers cannot preview or edit the generated text.

Key Points

• Automatic enrollment for U.S. Sponsored ads — All advertisers running Sponsored Products or Sponsored Brands in the United States were added to the program by the end of 2025, with the rollout extending into 2026.
• AI‑generated answers appear beside ads — When Amazon’s system detects shopper hesitation, a short, conversational snippet shows up next to the ad, addressing topics such as size, material, compatibility, or key features.
• No additional fees during beta — The prompts are billed at the same cost‑per‑click rates as the underlying campaign; Amazon may introduce separate pricing after sufficient performance data is collected.
• Zero seller control over wording — Advertisers cannot write, edit, or approve the prompt copy before it goes live; the only visibility comes after a click registers and the prompt is listed in the reporting dashboard.
• New prompt‑specific metrics in Ads Console — The interface now displays impressions, clicks, click‑through rate (CTR), orders, and ACOS for each AI‑generated prompt, along with the exact text that was shown to shoppers.

How AI‑Generated Prompts Work

1. Content extraction — The engine scans the product detail page, pulling titles, bullet points, description text, technical specifications, attribute fields, and any A+ Content. For example, a Bluetooth speaker listing with bullet points about battery life and waterproof rating will feed those details into the prompt generator.
2. Brand Store cross‑reference – It then pulls relevant sections from the seller’s Brand Store, such as category landing pages, brand story blocks, or comparison charts. If a brand store includes a “size guide” for a line of cookware, the AI may cite that guide when a shopper asks about pan dimensions.