Guide
Conversational marketing
Conversational marketing uses real-time, tailored interactions to engage customers at key moments in their shopping journey. Powered by AI, it helps brands surface the right information at the right time.
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What is conversational marketing?
Conversational marketing is a customer engagement approach that uses real-time interactions to help move buyers through the purchase journey faster and more meaningfully. Rather than relying on static ads or one-size-fits-all messaging, conversational marketing meets customers where they are with relevant, tailored information that elevates the customer experience.
At its core, conversational marketing is about dialogue. Whether through AI-powered prompts, chatbots, voice assistants, or live shopping experiences, the goal is to replace friction with conversation and replace guesswork with relevance. When a shopper is comparing products, evaluating a brand for the first time, or trying to understand whether a product fits their specific needs, a well-timed, helpful customer interaction can be the difference between a bounce and a purchase.
In today’s shifting advertising landscape, AI has expanded what conversational marketing can do. AI-powered tools can draw on rich first-party signals to generate contextually relevant conversations through automation, at scale.
Why is conversational marketing important?
Conversational marketing is important because it transforms passive ad exposure into active, two-way audience engagement that meets shoppers at the moment of decision with the information they're already seeking.
A study by Adobe Analytics found that 39% of consumers are already using AI for online shopping and 55% turn to it specifically for product research.1 At the same time, consumer expectations are rising: shoppers want faster, more tailored experiences that help them make confident decisions without having to dig for information. Conversational marketing addresses this directly by helping to bring the right information to audiences proactively, combining the helpfulness of customer service with the precision of relevant advertising. This can be especially effective during high-intent moments: when comparing similar products, evaluating an unfamiliar brand, or trying to understand whether a product meets a specific need.
For advertisers, conversational marketing can enable brands to communicate unique value propositions, highlight differentiators, and guide shoppers toward more confident purchase decisions at scale. In addition to helping shoppers make informed choices, it can also provide lead generation opportunities across the funnel.
Key characteristics of conversational marketing
Conversational marketing is defined by a set of core principles that distinguish it from traditional advertising approaches.
Real-time engagement
Conversational marketing happens in the moment. Rather than delivering a message and waiting for a response, it creates a dynamic exchange—from chatbots providing instant customer support to live shopping Q&A—that responds to where customers are in their journey at that moment, whether they're browsing, comparing, or ready to buy.
Contextual relevance
Conversational marketing draws on signals including browsing behaviors, purchase history, and CRM insights, to tailor interactions and surface the most relevant information. This means understanding where shoppers are in their journey and responding accordingly, like answering product questions during consideration or reinforcing value propositions at the point of purchase.
Customer centricity
Conversational marketing puts the shopper's needs first. Every interaction should be designed to improve the customer experience and build lasting customer relationships, not just drive a transaction. The best conversational experiences feel like a natural extension of the shopping journey, creating a seamless user experience that respects the shopper's time and intent.
Brand safety and control
As AI takes on more of the conversational marketing workload, brand safety becomes a critical consideration. The most effective solutions use verified first-party signals, rather than third-party assumptions, to generate interactions, ensuring that conversations reflect the brand's voice, values, and messaging guidelines.
Measurability
Unlike some forms of brand engagement, conversational marketing is inherently measurable. Advertisers can track engagement, response patterns, and downstream outcomes like clicks, orders, conversion rates, and return on ad spend to refine marketing campaigns through continuous optimization.
Conversational advertising and AI
AI has transformed conversational marketing from a high-touch, resource-intensive practice into a scalable advertising strategy. In practice, this looks like advertising that listens as much as it speaks. AI-powered chatbots can now answer product questions and guide purchase decisions in real time, without manual intervention.
Sponsored Products prompts and Sponsored Brands prompts use AI and first-party signals from product detail pages, Brand Store content, and campaign data to automatically engage shoppers with relevant product information when it matters most. These prompts function like a knowledgeable sales associate, available around the clock. Advertisers are able to monitor performance and pause individual prompts anytime in Ads Console, with no additional setup required.
Conversational advertising is expanding beyond the screen to voice-enabled experiences. In 2025, Amazon Ads announced the integration of Sponsored Products campaigns with Alexa+, Amazon's next-generation conversational AI assistant, enabling brands to appear during organic product discovery moments as part of natural shopping conversations on Echo Show devices. Conversational Sponsored Tiles on Alexa+ bring the same conversational approach to entertainment discovery, connecting Prime Video Channel partners with audiences during high-intent moments through voice and touch engagement.
Together, these experiences represent a shift from static ad placements to dynamic, AI-powered conversations that can meet shoppers wherever they are.
Conversational advertising with livestream shopping
With livestream shopping, like on Amazon Live, viewers can see hands-on demonstrations, ask questions, and make purchases without leaving the stream, blending the interactivity of social media with the immediacy of in-store shopping while adding the convenience and reach of online retail. Chatbots and prompts bring responsiveness to conversational marketing, and live chat adds a two-way communal dimension, with real-time Q&A, polls, and comment threads that give shoppers a supported, interactive experience. According to Amazon Ads Beyond the Buy research, 58% of global consumers have already used livestream shopping, and the top benefits they cite are that it makes shopping more fun, introduces them to products and brands they didn't know about, and makes shopping feel effortless.2
With immersive video shopping experiences, real-time shoppability, and interactive live chat that goes beyond traditional chatbot interactions to facilitate Q&A and connection between shoppers, brands, and hosts, Amazon Live creates a seamless content-to-consideration-to-commerce experience. For advertisers, the impact is measurable. Audiences who saw Amazon Live campaign creative assets (as display ads or online video ads), plus at least one other ad product, showed a 55% higher branded search rate compared to those not exposed to Amazon Live campaigns.3 Additionally, audiences exposed to Amazon Live campaigns and at least one other ad product observed a 17x higher purchase rate compared to those not exposed to Amazon Live campaigns.4
Creating a conversational marketing strategy
Building an effective conversational marketing strategy starts with understanding your audiences, and ensuring your messaging is authentic to strengthen customer relationships. Amazon Ads Beyond the Generational Divide research notes that 3 in 5 consumers like brands that speak to their values and interests, and 57% prefer advertising that references shared human experiences.5
For conversational marketing, brands that show up naturally, with genuine relevance, at the moments that matter most are well-positioned to build stronger connections. Here’s what this looks like in practice:
1. Define outcomes
Before launching any conversational marketing campaign, get clear on what success looks like. Whether the goal is measuring brand lift, growing new-to-brand reach among untapped audience segments, driving lead generation, or analyzing the path-to-conversion sequence that drives purchases, aligning on outcomes upfront ensures your conversational strategy is built around business impact rather than just customer engagement metrics.
2. Map the customer journey and choose channels strategically
Map your customer journey to identify where friction exists or where shoppers are most likely to need additional information. A shopper comparing products may benefit from AI-powered prompts that surface differentiators in real time. A shopper exploring a new category may respond to a livestream that combines entertainment with product education. Choose channels based on where your audiences already spend time and where the interaction will feel natural and most relevant.
3. Leverage first-party signals to reach relevant audiences
The quality of a conversational marketing experience depends on the quality of the signals behind it. Brands that invest in clear, comprehensive product messaging, well-organized brand content, and detailed campaign inputs give AI-powered tools more to work with, resulting in more relevant, accurate, and effective customer interactions. Sponsored Products prompts and Sponsored Brands prompts draw directly from product detail pages, Brand Store content, and campaign inputs to generate contextually relevant interactions automatically, with zero additional setup required.
4. Measure and optimize
Conversational marketing is most powerful when treated as an ongoing practice rather than a one-time campaign. Metrics like impressions, clicks, conversions, and ROAS give advertisers the visibility they need to understand what's working and refine their approach over time. Automation tools can streamline this optimization process, surfacing insights and adjusting in real time.
Conversational AI tools for managing campaigns
Conversational AI isn't just changing how brands talk to shoppers. It's also changing how advertisers plan, launch, and optimize the campaigns behind those conversations. Ads Agent from Amazon Ads combines agentic AI capabilities with Amazon’s first-party signals to perform complex advertising tasks through intelligent automation. Accessed via a conversational experience in the Amazon Ads console, Ads Agent helps simplify tasks like adjusting pacing across hundreds of campaigns and generating SQL queries for advanced analytics. With less time spent on operational complexity, advertisers have more time for strategic and creative decisions that make their marketing effective.
Conversational marketing case studies
Case Study
General Mills partnered with Amazon Live and Brand Innovation Lab to stand out during back-to-school season with a full-funnel campaign built around creator-led livestreams. Relatable talent, including Olympic gymnast Shawn Johnson and actress Melissa Fumero, hosted interactive streams sharing meal ideas and parenting tips while engaging directly with viewers through live chat. Creative extended across sponsored ads, Amazon DSP, streaming TV ads, and an Alexa Home Screen activation. The campaign drove a CTR 74% higher vs. CPG benchmark, 14% higher ROAS, and 25% year-over-year sales lift on promoted products.6
Case Study
Samsung collaborated with creators Moyo Ajibade and Gee Nelly alongside Team Galaxy Expert Luke Norbury to launch the Galaxy S25 Series through a full-funnel livestream campaign. The team delivered interactive product demonstrations, including a live showcase of the phone's Audio Eraser feature, while engaging viewers through live chat. Samsung integrated the Amazon Live experience directly into its Brand Store and extended the campaign with custom commercials, homepage takeovers, and supporting display and video creative across multiple touchpoints. The campaign drove a 2.7x higher lift in unaided brand awareness versus the category benchmark, with 85% of viewers more likely to consider Samsung after exposure.7
Solutions from Amazon Ads
Reach shoppers throughout their purchase journey with Sponsored Products and Sponsored Brands. AI-powered prompts now automatically surface relevant product information at key decision moments, with no additional setup required.
With Amazon Live, brands can host real-time video shopping experiences on Amazon that combine immersive storytelling, the interactivity of social media, and the ability to seamlessly shop.
Ads Agent is an AI companion that simplifies how you plan, launch, and optimize campaigns on Amazon Ads. It automates time-intensive tasks to boost your efficiency and shares data-driven recommendations to improve campaign performance.
FAQs
AI-powered tools draw on first-party signals, like shopping behaviors, product information, and campaign inputs, to generate contextually relevant conversations automatically. This automation enables brands to deliver tailored customer support and product guidance across millions of interactions simultaneously, something that would be impossible through managed customer service alone.
No. AI has made more advanced advertising capabilities accessible to businesses of all sizes. Many conversational advertising formats require no additional setup, creative development, or technical expertise beyond what advertisers are already doing. Brands that invest in strong product content and clear messaging are already building the foundation for effective conversational marketing.
If you have limited experience, contact us to request services managed by Amazon Ads. Budget minimums apply.
Additional resources
Sources
1 Adobe Analytics, US, 2025
2 Amazon Ads custom research with Strat7 Crowd.DNA. Beyond the Buy. Fielded March 2025 to July 2025. Data reflects AU, BR, CA, DE, ES, FR, IT, JP, MX, U.K., and U.S. aggregated. N=14,000.
3 Branded search rate = number of searches containing an advertiser’s product/number of ad-exposed users. Average branded search rate. Analysis based on US historical data for 11 campaigns and not indicative of future results in other locales. Amazon internal data, US, May 1–Oct 31, 2024.
4 Analysis based on US historical data for 20 campaigns and not indicative of future results in other locales. Median purchase rate. Purchase rate = number of purchases/number of ad-exposed users. Amazon internal data, US., May 1–Oct 31, 2024.
5 Amazon Ads custom research with Crowd DNA. Beyond the Generational Divide. Fielded June to August 2025. Data reflects AU, BR, CA, DE, ES, FR, IN, IT, JP, MX, U.K., and U.S. aggregated.
6 Amazon internal data, U.S., 2024. Results are based on a single campaign and are not indicative of future performance.
7 Amazon Internal Data, U.K., 2025.