Amazon has a long history of quietly introducing big changes to its advertising tools, but this new update could be one of the biggest so far. Unlike usual updates, Amazon didn’t announce this change through press releases or public statements. Instead, they’ve introduced a new AI-powered feature called Prompt Ads inside Sponsored Products and Sponsored Brands campaigns. What makes this even more significant is that sellers didn’t have to take any action to use it. The feature is already active in most U.S. advertiser accounts. Many brands still don’t know about it, but it’s already affecting how customers engage with their products on the platform.
What Prompt Ads Really Are and How They Work
Prompt Ads are not a new ad placement in the traditional sense. Amazon’s AI doesn’t just show your product to customers—it pulls details from your product listing and creates friendly questions on the product page. These questions show up as people look at the product and present important information in a simple, back-and-forth way. This helps customers understand the product better, feel more sure about their choice, and decide to buy without having to look up extra information.
In simple terms, your listing content is now being used by Amazon’s AI to actively sell your product in real time. This shifts the role of your listing from being a static information page to becoming an interactive sales assistant.
Who Is Eligible and Why You Are Already Using It
Prompt Ads are available to almost every U.S. advertiser who runs Sponsored Products or Sponsored Brands campaigns, except for authors and publishers. The key point is that Amazon turned this feature on automatically for all existing campaigns. Advertisers weren’t asked if they wanted to join, and there wasn’t a way to say no when it was launched. This means a lot of advertisers are already seeing the impact of Prompt Ads, either positively or negatively, without even knowing it.
This automatic activation shows how sure Amazon is about this feature and how much they rely on AI to shape the shopping experience as part of their bigger plan.
Where to Find Prompt Performance Inside Your Ad Account
Amazon has created a special area for prompts inside campaign reports. To access it, go to your campaign, select an ad group, click on the Ads tab, and then find the Prompts section. Here, you can see which prompts have been viewed and clicked, along with simple performance details like the number of clicks and orders. You can also get this data through downloadable reports or via the API, which is useful for bigger advertisers who need detailed analytics.
This clear view helps brands understand how customers are responding to AI-created prompts linked to their products.
Why Prompt Ads Matter More Than Most Sellers Realize
Amazon has said that shoppers who use its AI shopping tools are much more likely to make a purchase. Early results show that customers who interact with AI during their shopping experience are more likely to buy something compared to those who don’t. This makes Prompt Ads very useful for sellers who care about performance and efficiency.
During the beta phase, the pricing model is even better.
Advertisers are only charged for the first click that starts the AI conversation. After that, the whole chat between the shopper and the AI doesn’t cost anything. This allows for more product information, comparisons, and persuasion without extra ad spending. From a return-on-ad-spend point of view, this is a great chance.
How Prompt Ads Change the Role of Your Product Listing
One of the biggest shifts introduced by Prompt Ads is how critical your listing quality has become. The AI does not invent information. It pulls directly from your title, bullet points, description, and structured attributes. If your content is unclear, weak, or poorly optimized, the prompts will reflect that. If your content is clean, persuasive, and customer-focused, the AI will amplify those strengths in real time.
This makes listing optimization no longer just an SEO or conversion rate exercise. It is now the script for an automated sales representative that engages shoppers on your behalf.
What Sellers Should Do Right Now
The best thing to do now is to imagine that an AI is reading your product listing aloud to a customer. Each bullet point should address a real worry a buyer might have. Each image should build trust. Every detail needs to be correct and easy to follow. Sellers who already make strong content will probably get even better results over time, while those with weak listings might miss chances, even if they spend a lot on ads.
Checking the Prompts tab often can also show you how shoppers are being influenced and which parts of your product are getting the most attention during AI interactions.
Conclusion: A Quiet Shift With Long-Term Impact
Prompt Ads may not have arrived with headlines, but their impact is already being felt across Amazon’s advertising ecosystem. By blending paid traffic with real-time AI guidance, Amazon is reshaping how shoppers discover, evaluate, and purchase products. For sellers, this means advertising is no longer only about bidding and keywords. It is now deeply tied to how well your product information educates and persuades.
Those who adapt early by strengthening their listings and understanding prompt performance will be better positioned as Amazon continues to expand AI-guided shopping. This is not just another feature update. It is a clear signal of where e-commerce is heading next.
