On September 10, 2026, Amazon announced a partnership with OpenAI that enables its advertisers to place ads within ChatGPT, starting with select brands in the U.S. This collaboration highlights Amazon's recognition of the advertising potential within AI platforms, particularly as OpenAI's ad business has recently achieved a $1 billion annualized revenue run rate.
Since February, OpenAI has been selling sponsored placements in ChatGPT, initially collaborating with retailers like Best Buy and Williams-Sonoma. Despite previously restricting access to its webstore from AI platforms, Amazon has shifted its strategy, becoming the top retail advertiser on ChatGPT from April to August, according to Sensor Tower data.
Chris Conetta, director of omnichannel supply at Amazon's demand-side advertising platform, noted that conversational ad formats in AI chatbots represent a rapidly growing opportunity for brands. The ad campaigns will be managed by Amazon, while OpenAI will oversee ad delivery, with ads appearing as text or images beneath ChatGPT responses.
This partnership not only enhances Amazon's advertising capabilities but also positions OpenAI's platform as a significant marketing channel, potentially influencing future advertising strategies across the sector