Free beta: 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. During this beta phase, these conversational, interactive ad variations are offered at no cost while our systems learn and optimize performance. 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.

Why is it important?

Shoppers often struggle to find specific information they need when making purchase decisions. Sponsored Products prompts and Sponsored Brands prompts solve this challenge by functioning as a 24/7 virtual product expert, automatically surfacing relevant details before shoppers even ask questions. This enhancement helps accelerate purchase decisions while maintaining brand safety through Amazon's verified first-party signals and built-in safety parameters.

Sponsored Products and Sponsored Brands campaigns will be automatically enrolled in prompts without any additional setup required. Once reporting dials up, sellers and vendors can review and manage prompts directly in the Ads Console. 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

Sponsored Brands prompts

Reporting

Sample response

Where is the feature available?

• North America: United States

Who can use it?

• This beta feature is available to all U.S. Amazon advertisers using Sponsored Products and Sponsored Brands campaigns (excluding authors and publishers). Prompts are automatically enabled for existing campaigns, with performance metrics and opt-out controls accessible through the Ads Console.

Where do I access it?

• Sponsored Products prompts reporting will be available within existing campaign reporting by end of November. You can monitor performance through the Ads Console, downloadable reports, or API. This launch will be entering open beta in the United States in November 2025.