Amazon is expanding its advertising business into ChatGPT through a new partnership with OpenAI, giving selected U.S. advertisers a way to extend their Amazon Ads campaigns into ChatGPT.
Amazon Ads announced the integration on September 10, 2026, saying the partnership will allow advertisers to add a conversational advertising experience on ChatGPT to campaigns they already run through Amazon Ads.
The program is currently a pilot involving selected advertisers in the United States. Amazon has not announced that the feature is available to all advertisers worldwide.
The integration is being handled through Amazon DSP, Amazon’s advertising platform for campaign planning, buying, optimization and measurement across different advertising environments.
Under the arrangement, advertisers using Amazon Ads can extend eligible campaigns to ChatGPT rather than creating an entirely separate advertising relationship with OpenAI.
The ads themselves remain part of OpenAI’s ChatGPT advertising system. OpenAI says ChatGPT Ads appear below ChatGPT responses and can include an advertiser name, logo, headline, description, landing page and image.
The system does not place an advertisement inside the text generated by ChatGPT. OpenAI says its advertising system selects ads based on expected relevance and outcomes, using factors including the context and intent of the current conversation, information about the advertisement and advertiser-provided context hints.
Advertisers can provide context hints describing conversations, topics or keywords where their products or services may be relevant. OpenAI says those hints help guide ad matching but are not exact-match keywords and do not guarantee that an advertisement will appear in a particular conversation.
ChatGPT Ads can currently be purchased using cost-per-thousand-impressions or cost-per-click models. OpenAI’s advertising documentation also lists reporting for impressions, clicks, spending, click-through rate, average CPC, average CPM and conversions.
Delta Vacations is among the advertisers participating in the pilot. Amazon cited Delta Vacations president Katrin Koenig, who said the company sees an opportunity to use consumer insights to help determine how and when its advertisements appear within ChatGPT’s advertising experience.
The move gives Amazon access to another environment where people use conversational queries to research products, services and decisions. Instead of relying only on a short search phrase, advertisers can potentially reach people while they are describing a broader need or objective in a conversation.
Amazon is entering the arrangement with an established advertising business of its own. The company has increasingly used Amazon DSP to connect advertisers with audiences beyond Amazon’s retail properties.
The ChatGPT agreement also comes as OpenAI’s advertising operation has been expanding. Reuters reported on August 31 that OpenAI said ChatGPT Ads had reached a $1 billion annualized revenue run rate.
OpenAI began testing advertising in ChatGPT in the United States earlier in 2026. The company has since expanded access to advertisers in additional markets, including India, Europe, the Middle East and North Africa, according to Reuters.
OpenAI currently shows ads to users on its Free and Go plans. The company says Plus, Pro, Business, Enterprise and Edu accounts do not receive advertisements.
OpenAI also says advertisers do not receive users’ chats or chat histories. According to OpenAI’s advertising FAQ, advertisers receive aggregated information about ad performance, while information used to make ads relevant remains within ChatGPT.
The Amazon partnership comes several months after the two companies announced a much broader strategic relationship.
In February 2026, Amazon and OpenAI announced a multi-year partnership covering cloud infrastructure, AI development and other commercial arrangements. Amazon said it would invest $50 billion in OpenAI, beginning with an initial $15 billion investment followed by another $35 billion when certain conditions were met.
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