Amazon DSP campaigns now extend into ChatGPT conversations, with a US-only pilot for now
On September 10, 2026 Amazon Ads announced a partnership with OpenAI: select US-based advertisers can extend their existing Amazon DSP campaigns into conversational ads inside ChatGPT. According to Marketing Dive, the inventory is sold as a managed service, ads appear below organic answers with a sponsored label, and placement decisions stay with OpenAI. Delta Vacations is among the initial testers. None of the sources mention Türkiye.
Amazon DSP campaigns extend into conversational ads inside ChatGPT
According to Amazon Ads' official announcement of September 10, 2026, the company has partnered with OpenAI to bring an advertising integration to ChatGPT. The program is a pilot, open only to select US-based advertisers. They can extend their existing Amazon DSP campaigns into the conversational ads experience inside ChatGPT. The integration draws on Amazon's proprietary browsing, shopping and streaming signals, and Amazon Ads positions it as multichannel planning, activation, optimization and measurement that does not rely on traditional ad identifiers. Chris Conetta, Director of Omnichannel Supply at Amazon DSP, says in the announcement that "conversational ads represent the fastest growing engagement opportunity for brands" and that advertisers can extend campaigns to the chat platforms where their customers actively spend time. Delta Vacations is among the initial testers; its president, Katrin Koenig, says deep consumer insights will inform how and when the brand appears. The official page gives no pricing, format or revenue figures.
Managed service, a sponsored label, CPC and CPM: the details from Marketing Dive
Marketing Dive's report from the same day fills in what the official announcement leaves out. ChatGPT ad inventory is sold through Amazon DSP as a managed service; campaign setup and optimization are handled by Amazon's team, not by the advertiser. Ads appear as text and image units below ChatGPT's organic answers, with a clearly marked sponsored label. OpenAI makes all ad delivery and placement decisions through its own systems, so placement control sits with OpenAI, not Amazon. Buying works on both a cost-per-click (CPC) and a cost-per-thousand-impressions (CPM) basis. Amazon also offers product feed ads, which generate creative assets automatically from product catalogs. On measurement, advertisers receive aggregated data: impressions, clicks, cost per result, CPM and CPC. PPC Land's same-day analysis notes that the announcement gives no detail on attribution infrastructure or measurement methodology. PPC Land calls Delta Vacations the first advertiser, while Amazon describes it as one of the initial testers; either way, it is the only brand named in the sources.
ChatGPT ads passed a $1 billion run rate, and now Amazon's DSP scale is added
According to Marketing Dive, ChatGPT ads recently reached an annual revenue run rate of $1 billion and OpenAI has said tens of thousands of advertisers use the platform; PPC Land dates that threshold to early September 2026. The ChatGPT ad business has expanded to India, Europe, the Middle East and North Africa. OpenAI had earlier signed the Target and Albertsons retail media networks; Marketing Dive notes Amazon's platform is far larger and reads the deal as strengthening OpenAI's ad reach ahead of its expected IPO. Two PPC Land figures agree: mobile ad density rose 163 percent between April and August 2026, and US standalone chatbot ad revenue is projected below $1 billion in 2026, approaching roughly $5 billion toward 2030. For us the key point is the mechanism: Amazon supplies the signals, builds the campaign and measures it, while OpenAI decides where the ad appears; for advertisers used to keyword and placement control, that is new. Not disclosed in any source: official CPC and CPM levels, Amazon's revenue share, minimum budgets, attribution methodology and when the pilot might expand.
Türkiye is absent from the sources; a channel to watch and preparation to start today
First the boundary: none of the three sources mention Türkiye. The pilot is open only to select Amazon DSP advertisers in the United States; Marketing Dive mentions expansion of ChatGPT ads to Europe and the Middle East but does not name Türkiye, and no source covers access to Amazon DSP from Türkiye. Within that boundary, three things follow for businesses in Türkiye. First, sponsored ads inside ChatGPT are now real inventory opening up to programmatic buying; any team managing an ad budget should start tracking ChatGPT as a performance channel. Second, because OpenAI makes the placement decision, brands will rely less on keyword and targeting control and more on interest signals and content fit, which ties GEO work on accurate, consistent brand presence in AI answers directly to ad performance. Third, Turkish exporters already on Amazon DSP may one day extend US campaigns into ChatGPT; the sources say nothing about it, so it is a development to watch, not a plan. A local note outside the sources: Türkiye's Commercial Advertising Regulation, in force since August 1, 2026, requires disclosure for AI-assisted and targeted ads; in-chat sponsored ads will fall under it when they reach Türkiye.
The UNALSOFT view
Our reading: as ad inventory moves into conversations, control changes hands. Amazon provides signals and measurement, OpenAI decides placement, the advertiser sees an aggregated report. Campaign quality then rests on how well product data and content fit the conversation. That is why the order we recommend to clients in our Google and Meta ads management work stays the same: gather product catalog and brand information in one accurate source first, then measure which signals in your Google and Meta campaigns actually drive sales; when a surface like ChatGPT opens in Türkiye, that preparation moves onto it. We do not know when the channel arrives; we do know what it will ask for.
Sources
Amazon Ads official announcement · Marketing Dive report · PPC Land analysis
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