Amazon DSP pilots ChatGPT ad access for U.S. advertisers

Amazon and OpenAI have launched a U.S. pilot program allowing select advertisers to run ads inside ChatGPT through Amazon's Demand-Side Platform. The partnership, announced on September 10, 2026, marks a significant expansion of advertising within one of the world's most popular AI chatbots. Under the arrangement, advertisers using Amazon's DSP can now extend their campaigns to ChatGPT's approximately 900 million weekly active users. The pilot is currently limited to a select group of U.S. advertisers, with travel company Delta Vacations among the first participants. Amazon describes the integration as a way for brands to reach consumers while they research products and make decisions through AI-powered chat experiences. The operational structure of the partnership divides responsibilities between the two companies. Amazon will provide campaign management and optimization as a managed service, helping advertisers set up and run their campaigns. OpenAI retains control over all ad delivery and placement decisions within ChatGPT through its own systems. Ads will appear as clearly labeled sponsored text or image units beneath organic ChatGPT responses.