Amazon Ads brings brand expertise into AI shopping conversations through Branded Conversations

With Alexa+ and Alexa for Shopping, hundreds of millions of customers research, compare and buy the product they want with confidence, conversationally. Advertisers are already part of those conversations with Sponsored Products and Sponsored Brands prompts – AI-powered conversational ads that offer clickable product information or frequently asked questions.

Sponsored Prompts in shopping results

At unBoxed, we announced Branded Conversations, the next evolution of Sponsored Brands prompts. Previously, when a shopper tapped a prompt, it opened a conversation with Alexa for Shopping that leveraged Amazon’s first-party signals from a brand’s detail pages, Brand Store, campaign data and more. Branded Conversations takes that experience further by incorporating brand-provided expertise – helping Alexa for Shopping act as a deeper product specialist. Brands can highlight what makes them different, what sets their products apart, how they address customer needs and how their products complement each other for the best results.

For example, a skin care brand might provide information on which cleanser is best for oily skin, which is best for sensitive skin and which is best for beginners building their first routine. They could also provide information on complementary products, such as toners, serums, moisturizers and sunscreens. When a shopper clicks a prompt such as, “Help me build a daily routine,” Alexa for Shopping can provide pertinent information to that specific customer.

Step by step: How Branded Conversations unfold in the shopping experience

These brand-informed conversations help shoppers clarify their needs, explore a brand's product lineup, narrow their options, and make informed purchase decisions, bringing the in-store expert experience to digital shopping at scale.

Helpful for shoppers, better for brands

Sponsored Brands prompts are already delivering results for advertisers. In early Amazon testing, nearly 20% of shoppers who interact with a Sponsored Brands prompt continue the conversation about that brand. Branded Conversations is designed to keep that momentum going throughout the entire conversation with Alexa for Shopping, no matter how long or short the conversation may be.

“Shoppers are increasingly turning to Alexa for Shopping to research products, compare options and make purchases,” said Muthu Muthukrishnan, Vice President of Sponsored Ads, Amazon Ads. “With Branded Conversations, we are giving brands the ability to bring their product expertise and storytelling into those conversations, at the moment of decision, bringing significant benefit to both shoppers and advertisers.”

Branded Conversations are clearly marked as Sponsored within Alexa for Shopping. They will launch in January 2027 in the United States.

Review requests: Helping advertisers get customer reviews faster

Also announced at unBoxed, Amazon Ads is giving advertisers a new way to gather customer reviews more quickly with Review Requests. We’ve heard from brands that building up reviews after a new product launch is a key part of attracting customers and helping them find the right product. According to a Local Consumer Review Survey from BrightLocal, 97% of shoppers rely on reviews to guide what they buy. But building reviews on a brand-new product can take time.

Review Requests helps close that gap by inviting verified buyers to leave a review from Amazon’s busiest pages, like the homepage, with a single tap. In early testing, products using Review Requests received around three times as many ratings and reviews each week.

Review Requests will launch in November 2026. Learn more about Review Requests.

Grow your business with Amazon Ads

Branded Conversations and Review Requests join a growing set of advertising tools for sponsored ads. Recent innovations announced last week at Amazon Accelerate include campaign intelligence that surfaces insights across targeting, bidding, and budgets; auto-optimization that finds and acts on opportunities to keep campaigns performing; and expanded access to Ads Data Manager, which helps advertisers put their own data to work. Together, these tools help advertisers of all sizes reach the right customers and grow their business.