Amazon Ads has opened a new route for selected US advertisers to place ads inside ChatGPT. The companies announced the partnership on September 10, 2026.
The pilot connects Amazon DSP with ChatGPT Ads. It allows participating brands to extend their Amazon advertising campaigns into conversations where users are exploring products and comparing options.
Selected Advertisers Can Join the US Pilot
The integration is currently available to a selected group of advertisers in the United States. It has not been released to every business using Amazon Ads.
Participating advertisers can purchase ChatGPT Ads through Amazon DSP as a managed service. Amazon’s team will help set up and optimize the campaigns.
The available inventory supports CPC and CPM buying. Amazon is also offering product-feed ads that can create advertising assets from a brand’s product catalogue.
OpenAI Will Control Ad Delivery
Amazon will manage the campaigns through its advertising platform, but OpenAI will decide which advertisements appear inside ChatGPT.
The ads can appear as text or image units below ChatGPT responses. Advertisers will not choose individual conversations or decide the exact position in which an advertisement appears.
OpenAI’s system will handle those delivery decisions.
Amazon Will Use Its Advertising Signals
Amazon Ads says its platform uses trillions of browsing, shopping and streaming signals to support campaign planning and delivery.
The integration allows participating advertisers to use Amazon’s advertising capabilities while reaching users inside ChatGPT. However, OpenAI will continue to control the final selection and delivery of advertisements on its platform.
Advertisers will receive aggregated figures covering impressions, clicks, cost per result, CPC and CPM.
Delta Vacations Joins the Initial Test
Delta Vacations is among the first brands testing the integration. The company provides vacation packages combining Delta flights with hotels, resorts and other travel services.
Katrin Koenig, president of Delta Vacations, said the company plans to use consumer insights to inform how and when the brand appears within ChatGPT Ads experiences.
The campaign could place Delta Vacations in front of users while they research destinations and explore travel options. However, the company has not published any campaign results.
Wider Access Has Not Been Announced
The Amazon Ads announcement confirms that the integration remains a limited US pilot.
Amazon has not announced when other advertisers or countries will receive access.
For now, the partnership gives selected Amazon DSP advertisers another way to buy ChatGPT Ads while Amazon and OpenAI test how the integration performs.