Amazon Ads has partnered with OpenAI to allow advertisers to purchase ChatGPT ad placements directly through Amazon DSP (Demand-Side Platform). Select US advertisers, including Delta Vacations, are already in testing. This marks Amazon’s expansion into advertising channels outside its own ecosystem—a shift worth understanding if you’re evaluating where to allocate your PPC budget.
The Setup
- Amazon is offering this as a managed service: Amazon handles campaign setup, optimization, and management on your behalf
- Currently available to select US advertisers on an invitation/testing basis
- Placements appear within ChatGPT’s interface
- Amazon acts as the intermediary, taking a cut, even though the inventory is hosted on a third-party platform
What This Means for Sellers
- Budget allocation question: If you’re running Amazon DSP campaigns, you now have the option to include ChatGPT placements alongside your standard display and video inventory
- Managed service trade-off: You’re paying Amazon to manage these campaigns, which may or may not yield better ROI than self-managing or using ChatGPT’s own ad platform directly
- Attribution complexity: Tracking which sales come from ChatGPT placements versus Amazon-native placements will require careful UTM setup and conversion tracking
- Early-mover vs. wait-and-see: Delta Vacations and other early testers will generate performance data; watch case studies before committing budget if you’re not in the initial wave
How Squatio Helps
When you’re deciding whether to add ChatGPT placements to your DSP mix, Squatio Optimize (PPC intelligence) helps you benchmark and analyze your existing Amazon PPC performance. Understanding your current ACOS, keyword ROI, and campaign structure gives you a baseline to measure new channels against. If you expand into ChatGPT ads, you’ll want to ensure your core Amazon campaigns are already optimized—Squatio Optimize helps you identify which keywords and products are underperforming so you can confidently allocate incremental budget elsewhere.
Have you run ads on platforms outside Amazon? What metrics mattered most in deciding whether to scale or pull back?
Source: Amazon Will Sell You Ads on a Platform It Doesn't Control