Amazon Ads and OpenAI launched a pilot program on September 10, allowing select U.S. advertisers to purchase ad space within ChatGPT. Brands can now manage these campaigns through the Amazon DSP platform, eliminating the need for direct negotiations with OpenAI. Delta Vacations is among the first companies currently testing this new integration.
Under the agreement, Amazon handles campaign setup and management, while OpenAI’s internal system retains control over ad placement and selection. Advertisers’ content appears as text or images beneath ChatGPT responses, marked as sponsored. This partnership marks a shift for Amazon, which previously restricted third-party AI tools from accessing its retail ecosystem.
For OpenAI, the deal provides access to Amazon’s established advertising infrastructure, which generated over $70 billion in revenue over the trailing 12 months. OpenAI, which reached an annualized revenue run rate of $1 billion in early September, aims to reach $100 billion in advertising revenue by 2030. This growth target requires sustained annual expansion exceeding 200 percent.
The collaboration allows OpenAI to bypass the need to build a comprehensive ad sales operation from scratch. Previously, advertisers were limited to buying ChatGPT inventory directly from OpenAI or through smaller intermediaries like Criteo and Kargo. By leveraging Amazon’s existing advertiser relationships and buying tools, OpenAI seeks to accelerate its scaling process.
