Amazon continues to integrate artificial intelligence into its advertising ecosystem with the launch of Sponsored Products prompts and Sponsored Brands prompts, a new AI-powered enhancement within Amazon Ads.
According to Amazon Ads’ official announcement, these prompts will move from open beta to general availability in the United States on March 25, 2026.
This feature introduces an additional layer within existing ad campaigns, allowing ads to interact with shoppers by providing contextual product information throughout their buying journey.
What are Sponsored Products prompts and Sponsored Brands prompts?
Amazon Sponsored Prompts are an AI-driven enhancement for existing advertising campaigns within Amazon Ads.
Specifically, this functionality is integrated into Sponsored Products and Sponsored Brands, two of the most widely used ad formats on the marketplace.
The goal is for ads to automatically interact with shoppers by delivering relevant product information throughout their purchase journey.
To do this, the prompts leverage Amazon’s proprietary signals to display contextual information at key decision-making moments.
How Sponsored Prompts work in Amazon Ads
The technology behind these prompts uses Amazon’s first-party signals to generate interactions with shoppers.
The system draws on multiple data sources, including:
- Product detail pages.
- Brand Stores.
- Advertising campaign data.
- Other signals within Amazon’s ecosystem.
Based on these signals, Amazon can surface relevant information that helps shoppers better understand a product as they move through the buying process.
The company describes this feature as a “24/7 virtual product expert,” capable of delivering useful details at critical points in the shopper journey.
And let’s be clear—the goal is to drive more sales by answering questions that aren’t always fully addressed on the product detail page, while also increasing shopper confidence before making a purchase decision.
What changes for advertisers in Amazon Ads
From an advertiser’s perspective, Sponsored Prompts are seamlessly integrated into existing campaigns.
Amazon has confirmed that Sponsored Products and Sponsored Brands campaigns will be automatically enrolled in prompts, with no additional setup required.
Advertisers can review and manage these interactions directly through the Ads Console or via the API.
Within each campaign, prompts can be accessed in the corresponding campaign structure and are displayed alongside performance metrics such as impressions, clicks, and attributed orders.
New reports and metrics for prompts
Amazon has also introduced dedicated prompt-level reporting within the advertising console. These reports allow advertisers to analyze the performance of each prompt individually and include metrics such as:
- Impressions.
- Clicks.
- Click-through rate (CTR).
- Cost per click (CPC).
- Ad spend.
- Attributed sales.
- ACOS.
- ROAS.
- Orders and units within seven days.
This enables advertisers to better understand how prompts contribute to overall campaign performance.
Sponsored Prompts pricing model
During the initial beta phase, this feature was offered at no additional cost to advertisers.
However, with general availability, Amazon will begin charging for these ads under the standard CPC bidding and billing model of Amazon Ads. This means costs will be integrated into the same auction system used by Sponsored Products and Sponsored Brands campaigns.
Availability of the feature
Currently, Sponsored Products prompts and Sponsored Brands prompts are only available in the United States, but if this feature proves successful, it will likely expand to Europe soon.
The feature is designed for Amazon advertisers using Sponsored Products and Sponsored Brands campaigns, with some exceptions such as authors and publishers.
Advertising on Amazon continues to evolve
The launch of Amazon Sponsored Prompts highlights how Amazon continues to embed artificial intelligence into its advertising ecosystem.
By enabling ads to interact with shoppers and provide contextual product information throughout the buying process, Amazon is expanding how brands can connect with users within the marketplace.
As AI becomes increasingly integrated into digital shopping experiences, features like this could mark the beginning of new forms of interaction between shoppers, products, and advertising in e-commerce.
