Amazon is partnering with OpenAI to let select U.S. brands using Amazon Ads run campaigns inside ChatGPT. The pilot will place designated text or image ads below responses, while Amazon’s Demand-Side Platform connects advertisers with OpenAI’s user base. OpenAI’s advertising business recently reached a $1 billion annualized revenue run rate, and ChatGPT had approximately 900 million weekly active users as of early 2026. The arrangement could help OpenAI expand advertising through Amazon’s existing advertiser relationships rather than building a large direct sales operation. Amazon has been hesitant to open its broad online store to external AI platforms, making the partnership notable as AI assistants compete for product discovery and advertising budgets. It follows OpenAI’s February 2026 testing with U.S. users and retail partners including Best Buy and Williams-Sonoma. Microsoft, Google and Perplexity are developing their own AI advertising approaches, while regulators examine how sponsored recommendations should be distinguished from organic chatbot responses.