Amazon is partnering with OpenAI to let a limited group of U.S. brands using Amazon Ads place text and image advertisements beneath ChatGPT responses. Amazon will build and manage campaigns through its Demand-Side Platform, while OpenAI's advertising system will determine how and when the ads are delivered. The arrangement marks a shift for Amazon, which had blocked ChatGPT, Anthropic's Claude and Google's Gemini from accessing its retail ecosystem while developing its own AI shopping tools. OpenAI began offering paid ChatGPT placements to U.S. advertisers in February, initially including retailers Best Buy and Williams-Sonoma, when it said the service had 900 million weekly active users. CNBC reported that OpenAI's advertising business has reached a $1 billion annualized revenue run rate. Amazon had already been buying ChatGPT ads and ranked as the leading retail advertiser on the platform from April through August, according to Sensor Tower data cited by CNBC. Separately, OpenAI has rejected promotions for competing image-generation and voice or audio products while continuing to allow video-generation advertising.