For brands already using Amazon Ads, ChatGPT is becoming an extension of a familiar advertising ecosystem. Amazon's new partnership with OpenAI will allow select U.S. advertisers to test campaigns in ChatGPT through an initial pilot. The opportunity is expected to expand further in 2027.

For advertisers, that familiarity could make it easier to test conversational advertising as the opportunity grows.

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The Amazon Ads and ChatGPT partnership

The integration will make ChatGPT Ads inventory available through Amazon DSP, allowing participating advertisers to extend campaigns into ChatGPT through an existing media buying environment. The offering will operate as a managed service, with Amazon supporting campaign setup and optimization.

Initial inventory includes text and image ads that appear beneath organic ChatGPT responses, as well as product feed ads that can generate creative from existing product catalogs. Advertisers can buy inventory on both CPC and CPM models, while OpenAI will continue to control where ads appear within ChatGPT.

For brands already working within Amazon Ads, the integration creates a more direct path to testing conversational advertising without building a separate buying infrastructure.

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How brands should prepare

The advertising opportunity may still be developing, but brands can begin building an understanding of the conversational landscape now.

Stackline AI Visibility measures the shopping questions consumers ask across ChatGPT, Alexa, and other AI platforms, which products appear in responses, and how visibility is distributed across brands and competitors.

That gives teams a way to map products to the conversations where they are most relevant and establish a baseline for visibility before paid media scales.

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Brands can begin by understanding:

• Question demand: Which shopping questions generate meaningful volume within a category?
• Product opportunity: Which products are most relevant to those conversations?
• Share of impressions: How much visibility does the brand currently earn relative to competitors?
• Competitive overlap: Which products and brands consistently appear together?
• Whitespace: Where are relevant products missing from conversations where competitors already appear?

AI Visibility Opportunities takes that analysis further by identifying questions where a product is relevant but does not currently appear, helping teams connect individual products to potential gaps in AI visibility. Today, those signals help brands understand and improve their organic presence across AI shopping experiences. As paid advertising becomes more widely available, the same intelligence can provide additional context for where media investment may have the greatest opportunity to extend that presence.

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AI is already influencing the shopper journey

Recent Stackline analysis across 40 consumer categories found that AI plays a particularly significant role when shoppers need help defining what to consider, comparing features, or navigating tradeoffs before searching for a specific product.

The information shaping those answers is evolving as well. Across Beauty, Electronics, Grocery, Health, and Pet, brand-owned websites accounted for approximately 46% of ChatGPT destination impressions in Stackline's recent analysis, up from approximately 12% a year earlier.

Together, those findings provide useful context for the Amazon Ads announcement. AI is already influencing product consideration, while brands are gaining a greater role in the information behind those answers. Advertising adds another dimension to that evolving experience.

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Paid and organic AI strategies are coming together

As advertising becomes part of conversational shopping, brands will need a more connected view of their paid and organic presence. Understanding where products already earn visibility, where competitors lead, and where meaningful gaps remain can provide important context as brands begin investing in paid opportunities.

Stackline supports brands across Amazon Ads today, while AI Visibility measures how brands and products perform across emerging AI shopping experiences. As Amazon Ads and ChatGPT bring those environments closer together, our team looks forward to helping brands navigate what comes next.

As conversational advertising takes shape in 2027, the advantage will not come from simply appearing in more conversations. It will come from knowing which conversations matter, which products belong in them, and where paid visibility can add to the presence a brand has already earned.