Amazon to allow US advertisers to place ads in ChatGPT
Amazon announced a partnership with OpenAI under which select US brands will be able to place advertisements in ChatGPT. Amazon will set up and manage advertising campaigns, while OpenAI’s advertising system will decide whether to display ads, CNBC Top News reports.
How advertising will work
Advertising units will be displayed below ChatGPT responses in text or graphic formats. According to Chris Conetta, director of omnichannel supply at Amazon’s advertising platform, access to advertising in ChatGPT enables advertisers to extend campaigns to conversational chat platforms where their customers actively spend time.
In its blog, Amazon described conversational advertising formats emerging in AI chatbots as an opportunity for brands to reach new and existing customers most quickly. In February, OpenAI said that ChatGPT had 900 million weekly active users.
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OpenAI’s advertising business
OpenAI began selling sponsored placements in ChatGPT in the United States in February. Best Buy and Williams-Sonoma were among the first retailers to use such placements. As CNBC notes, OpenAI’s annualized advertising revenue recently reached $1 billion.
Amazon’s position on AI platforms
Amazon had previously significantly restricted external artificial intelligence platforms’ access to its large online store. This applied in particular to ChatGPT, Anthropic’s Claude, and Google’s Gemini, while the company developed its own AI-powered shopping tools.
At the same time, in recent months Amazon has quietly begun buying ads in ChatGPT. According to market analytics company Sensor Tower, Amazon was the largest advertiser among retail companies on the platform from April through August.
