Amazon Expands ChatGPT Advertising Access
Amazon Ads has partnered with OpenAI to let advertisers extend campaigns into ChatGPT. The pilot gives selected U.S. advertisers access to ChatGPT Ads through Amazon DSP.
The partnership creates a new route for brands to reach consumers during conversational searches. Moreover, it connects Amazon’s advertising infrastructure with ChatGPT’s growing advertising business.
For marketers, the deal could shift how brands reach consumers who use AI to research products, compare options and make purchase decisions. However, the initial integration remains limited to the U.S.
Amazon Brings ChatGPT Ads to DSP
Under the partnership, advertisers already using Amazon Ads can extend campaigns into ChatGPT. Amazon will provide access through its demand-side platform, or Amazon DSP, as a managed service.
Therefore, Amazon’s advertising team can help participating brands set up and optimise campaigns. Meanwhile, OpenAI controls when and where the ads appear within ChatGPT.
The pilot includes selected U.S. advertisers, with Delta Vacations among the first brands testing the integration. The travel company is using the service to reach customers while they explore vacation options.
Amazon says its advertisers can use proprietary browsing, shopping and streaming signals to support campaign targeting. Consequently, the integration gives brands access to Amazon’s advertising data while placing campaigns within conversational AI.
OpenAI Expands Its Advertising Business
The Amazon partnership comes as OpenAI continues building ChatGPT into a larger advertising platform. OpenAI began testing ads in the U.S. in February 2026 and has since expanded the program to additional markets.
In August, OpenAI said its ChatGPT advertising business had reached a $1 billion annualized revenue run rate. The company has also expanded advertising access beyond its initial markets.
However, advertisers and users must distinguish between paid placements and organic ChatGPT responses. OpenAI says advertisements remain separate from the model’s answers and do not influence what ChatGPT generates.
Ads can appear below ChatGPT responses and carry clear sponsored labels. Furthermore, OpenAI says advertisers do not receive users’ chats, chat history, memories or personal details.
For UAE and wider GCC marketers, the development is particularly relevant as ChatGPT advertising expands across international markets. However, availability varies by country, so regional advertisers cannot assume that Amazon’s new integration is immediately available in every market.
AI Advertising Moves Toward Purchase Intent
The Amazon-OpenAI deal reflects a broader change in digital advertising. Traditional search advertising captures users after they enter keywords, while conversational advertising can reach users as they explain what they want.
As a result, AI platforms are becoming another place where consumers research products and evaluate alternatives. That creates an opportunity for advertisers to place relevant offers closer to the decision-making process.
Amazon also gains a new advertising channel beyond its own retail ecosystem. At the same time, OpenAI gains access to Amazon’s established advertising infrastructure and large advertiser base.
The partnership could eventually become more significant if OpenAI expands ChatGPT Ads into additional markets and Amazon makes the inventory available to more advertisers. For now, however, the pilot remains U.S.-only.
For businesses across the UAE and GCC, the development offers an early indication of how advertising may evolve as AI assistants become part of product discovery and consumer decision-making.
