A new partnership between Amazon and OpenAI lets Amazon advertisers extend campaigns into conversational experiences on ChatGPT. Delta Vacations, Delta’s vacation package business, is among a select group of U.S. brands piloting the integration. Buying ChatGPT Ads through Amazon DSP could open OpenAI’s ad business to a wave of new advertisers. Amazon runs the third-largest digital ad platform and neared $70 billion in ad revenue last year.
The setup could appeal to nonendemic advertisers that don’t sell on Amazon. Delta Vacations president Katrin Koenig said Amazon’s consumer insights will inform how and when the brand appears in ChatGPT.
OpenAI began testing ChatGPT ads in February. Late last month the business hit a $1 billion annualized revenue run rate, with tens of thousands of advertisers and recent expansion to India, Europe, the Middle East and North Africa. LiveRamp supports measurement. OpenAI previously partnered with Target’s and Albertsons’ retail media networks, but Amazon’s is far larger; it also reportedly discussed a deal with The Trade Desk earlier this year. Some marketers, per industry reports, have been underwhelmed by performance.
Advertisers value Amazon for shopping and streaming data; ChatGPT pitches contextually rich placements. Together, purchase signals could inform conversational exposure — though with OpenAI controlling delivery, how much Amazon data actually shapes placement remains to be seen.
Reporting is aggregated, so start with a clear hypothesis and a modest budget, and measure incrementality through external signals like branded search and site visits. For how ChatGPT Ads fit a broader plan, see why ChatGPT Ads deserve a test budget in 2027. And review managed-service fees closely, given the FTC’s allegations of a hidden surcharge in Amazon’s ad auctions.
Through Amazon DSP as a managed service, with Amazon’s team handling setup and optimization. CPC and CPM pricing are available, U.S. only at launch.
As sponsored text and image units beneath ChatGPT responses, with OpenAI controlling delivery. Ads run on the free and Go tiers.
Aggregated data on impressions, clicks, cost per result, CPM and CPC.
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