• by Laurie Sullivan , Yesterday

Amazon announced a partnership with OpenAI on Thursday to allow its advertisers to run ads in ChatGPT, starting with select brands in the U.S.

Previously, the marketplace had been restricting access to its web store from artificial intelligence (AI) platforms like ChatGPT, Claude and Gemini, while it built its own shopping tools.

Through the new integration, Amazon Ads will enable advertisers such as Delta Vacations to engage with customers who might want to explore products, compare choices, and make decisions on ChatGPT.

“Travel planning is becoming increasingly personalized, and travelers expect experiences that feel relevant,” Katrin Koenig, President of Delta Vacations, told Amazon Ads. “Through our collaboration with Amazon Ads and ChatGPT Ads, we can leverage deep consumer insights to inform how and when Delta Vacations appear within ChatGPT Ads experiences to create new opportunities for travelers to engage and discover vacation possibilities."

In a research note published earlier this month, Sensor Tower calls out positive performance for ChatGPT’s ad network, as the number of ads per user, per hour of time spent on ChatGPT’s mobile app in the U.S. increases. In August 2026, that number rose 163% compared with in April 2026.

“Ad density on the platform likely suggests greater ad supply and willingness to ramp ads throughout the user experience,” Sensor Tower data shows.

Ads per user per hour of time spent on ChatGPT’s mobile app in the U.S. from April 2026 through August 2026 increased an average of 26% month-over-month, the data showed. 

The access to ChatGPT Ads gives advertisers a way to extend campaigns further into where their customers are actively spending time in conversational chat platforms.

Amazon Ads also posted the news on LinkedIn.

"Big opportunity for sellers," Abrar Hashmii, founder of ThriveBizz, which supports ecommerce brands, wrote in the comments of Amazon Ad's announcement. "The real question now is how brands will adapt their campaigns and product data for conversational shopping instead of relying only on traditional keyword targeting."

For months, Amazon has been quietly running successful ad campaigns, per the company, on OpenAI's ChatGPT platform, which in February in the U.S. began selling ads and experimenting with major retailers such as Best Buy and William-Sonoma. 

Part of OpenAI's ad success points to Amazon acknowledging that the platform has become an important marketing channel and that ChatGPT reached 900 million weekly active users.

Chris Conetta, director of omnichannel supply at Amazon DSP, believes conversational ads represent the fastest-growing engagement opportunity for brands to reach new and existing audiences.

"The AI-driven ad experience is not just a vision of what’s to come, but an opportunity for advertisers to meet relevant users where they spend time today," Conetta said. 

Amazon Ads offers programmatic technology that enables advertisers to plan, activate, optimize, and measure multichannel media investments through advanced AI capabilities across Amazon’s owned-and-operated properties and the open internet.