Sponsored Products prompts and Sponsored Brands prompts

What launched?

We're introducing Sponsored Products prompts and Sponsored Brands prompts, a new AI-powered enhancement to your existing campaigns that automatically engages shoppers with relevant product information throughout their shopping journey. Prompts leverage Amazon's first-party signals from your detail pages, Brand Store, campaign data, and more to surface your product expertise at key decision moments.

Meet your 24/7 virtual product expert. Using Amazon's first-party insights, prompts engage shoppers with relevant, contextual information when and where they're ready to buy—no extra work required.

Why is it important?

Shoppers often have specific questions that aren't immediately answered by a product detail page alone. Sponsored Products prompts and Sponsored Brands prompts address this by functioning as a 24/7 virtual product expert—automatically surfacing relevant details before shoppers even need to ask questions, and deepening shopper confidence at key moments in their shopping journey.

Sponsored Products and Sponsored Brands campaigns will be automatically enrolled in prompts without any additional setup required. Sellers and vendors can review and manage prompts directly in the Ads Console or via API. Within each campaign, you can navigate to the prompts via Campaign → Ad Group → Ads → Prompts tab, where all prompts are listed if they have received a click. This view displays the prompt text, the associated ad, and key performance metrics such as impressions, clicks, and orders.

Sponsored Products prompts and Sponsored Brands prompts were introduced in November 2025 in open beta. As we move to general availability in the U.S., we will begin to charge for these ads as part of your CPC bidding and billing parameters. If you'd like to pause a prompt, you can do so at any time in Ad Console.

Where is the feature available?

• North America: United States

Who can use it?

• This feature is available to U.S. Amazon advertisers using Sponsored Products and Sponsored Brands campaigns (excluding authors and publishers).

Where do I access it?

• Prompts are automatically enabled for existing Sponsored Products and Sponsored Brands campaigns, with performance metrics and pause controls accessible through the Ads Console and via API. Prompts reports are also available, which provide performance metrics at the individual prompt level. To access it, navigate to Reports in the Ads Console, select Create report, set the report category to Sponsored Products, and choose Prompts as the report type. Select your preferred time unit and report period, then run the report. The Prompts report includes prompt text, associated ad, impressions, clicks, click-through rate, cost per click, spend, sales, ACOS, ROAS, and 7-day orders and units.