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Generative AI is fundamentally changing how people shop online. Google’s AI Overviews now appear in search results, ChatGPT and Perplexity answer product questions directly, and shoppers increasingly expect immediate, conversational responses instead of digging through product listings.

Amazon’s response: AI-generated prompts that answer shopper questions before they’re even asked.

The company just rolled out a major change to Sponsored Products and Sponsored Brands campaigns, and every advertiser was automatically enrolled. This move positions Amazon to compete in a world where shoppers might bypass traditional search entirely, asking AI assistants “What’s the best waterproof hiking boot?” instead of scrolling through search results.

Announced at unBoxed 2025, Amazon’s annual advertising conference, this new AI-powered feature generates conversational responses alongside seller’s ads to answer shopper questions in real-time.

What Are Amazon Sponsored Products Prompts and Sponsored Brands Prompts?

Amazon Sponsored Products prompts and Sponsored Brands prompts are AI-generated conversational responses that appear alongside paid ads to answer shopper questions during the buying journey. 

The feature activates when Amazon’s system detects that additional product information could help close a sale, answering questions about compatibility, specifications, or features without requiring shoppers to leave the search results page.

The system works like an always-on product consultant, providing relevant details at moments when shoppers are comparing options or evaluating whether a product meets their needs. These AI responses appear automatically based on shopper behavior and query context.

Prompts launched in November 2025 as a free beta feature, with all eligible U.S. advertisers automatically enrolled. During beta, there’s no additional cost beyond your standard CPC, Amazon uses this period to train its algorithms on which prompt types drive actual conversions versus which generate empty clicks.

How Amazon Generates Prompt Responses

Amazon’s AI synthesizes information from four primary sources:

• Product detail pages: Titles, bullet points, descriptions, technical specifications, and product attributes provide the factual foundation.
• Brand Store content: Product comparisons, category organization, and brand messaging add positioning context.
• Campaign performance data: Conversion patterns from existing Sponsored Products and Sponsored Brands campaigns reveal which features matter most to buyers.
• Amazon’s shopping behavior data: Customer search patterns, browsing sequences, and purchase signals show what information shoppers typically need before buying in the category.

The system combines these inputs to generate contextually appropriate responses. Amazon’s algorithm decides when prompts appear. Sellers don’t have the ability to control the timing, placement, or specific triggering conditions.

Why Amazon Built This Feature

Pretty much everything that Amazon does has to do with making a sale more likely.

Amazon designed prompts to remove information barriers that prevent purchases. The hypothesis: if shoppers get immediate answers to “Will this work for me?” questions, they convert faster and abandon less frequently.

During the free beta phase, Amazon’s systems identify which prompt patterns actually drive sales versus which just generate curiosity clicks. The AI refines its response strategy based on whether prompted interactions lead to purchases or cart abandonment.

Where Can I See Prompt Performance Data?

Prompt performance reporting launches by the end of November 2025 in the Amazon Ads Console. Access prompt data through this navigation path:

Campaign → Ad Group → Ads → Prompts tab

Within the Prompts tab, sellers will see:

• Prompt text: The exact AI-generated language that appeared to shoppers
• Associated ad: Which product ad triggered each prompt
• Performance metrics: Impressions, clicks, click-through rate, orders, and ACOS specific to prompted interactions

Prompts only appear in reporting once they’ve received at least one click. If a prompt was displayed but never clicked, it won’t show in this view.

Sellers can also access prompt data through downloadable campaign reports and the Amazon Ads API once reporting is fully available. This allows them to integrate prompt performance into existing analytics and reporting workflows.

How Should I Prepare My Amazon Content for Prompts?

Since Amazon’s AI generates prompts from existing product content, the quality and accuracy of detail pages and Brand Store directly determine prompt quality.

Audit product detail pages immediately:

Amazon detail pages are the primary source for prompt generation. Amazon’s AI uses existing titles, bullet points, descriptions, and technical specifications to answer shopper questions.

Check for completeness: Ensure all technical specifications are filled out, bullet points answer common questions comprehensively, product descriptions provide thorough information, and product attributes and variations are clearly defined.

Fix inconsistencies: Verify that the title, bullets, and description tell a consistent story. Ensure measurements and specifications match across all fields. Confirm A+ Content aligns with basic listing content.

Remove outdated information: Delete old promotional language, discontinued product variations, superseded specifications, and expired time-sensitive claims.

Address errors immediately: Fix misspellings (they will appear in AI prompts), correct measurement errors (they could generate inaccurate responses), and repair grammatical issues (they affect how AI interprets content).

Review Brand Store content thoroughly:

Amazon’s AI can pull information from any page in sellers’ Brand Store to answer shopper questions.

Ensure product comparisons are current and reflect your actual catalog. Verify category pages showcase relevant, in-stock products. Confirm brand messaging is consistent with how you want AI to represent you. Check that product descriptions in your store match detail page content exactly.

Remove seasonal content: Delete outdated promotional messaging, holiday-specific language, temporary price references, limited-time offers that have expired, and past product launch announcements.

The better the source content, the more accurately Amazon’s AI can represent products in prompts.

Amazon Ads Agent: AI That Manages Your Campaigns

While prompts change how shoppers experience your ads, Amazon also launched a second major AI feature at unBoxed 2025 that changes how advertisers manage those campaigns: Ads Agent.

Ads Agent is an AI assistant built directly into the Amazon Ads console that automates the operational side of campaign management. Instead of manually navigating menus and adjusting settings, advertisers can use plain-language instructions to accomplish complex tasks. You can tell it to “pause all campaigns with ROAS below 2” and it executes across your entire account. You can upload a media plan and let it build your campaign structure automatically.

At launch, Ads Agent works across Amazon Marketing Cloud and Multimedia Solutions with Amazon DSP, with three core capabilities:

Campaign creation and optimization at scale

Upload a media plan and Ads Agent builds your campaign structure and ad groups. You can also issue natural language commands to optimize campaigns in bulk — no manual editing required. Campaigns only go live after you review and approve.

Intelligent audience targeting

Instead of manually sorting through thousands of Amazon audience segments, Ads Agent reviews them for you and recommends the most relevant segments and keywords for your DSP campaigns. You review the suggestions and apply what makes sense.

Amazon Marketing Cloud (AMC) analytics

Ads Agent can translate business questions into complex SQL queries, letting advertisers who aren’t data scientists unlock AMC’s deeper analytics without needing technical expertise.

What this means for sellers

Ads Agent is primarily relevant for brands running DSP campaigns and working inside AMC. If you’re only running Sponsored Products and Sponsored Brands, the immediate impact is limited — but Amazon has signaled this is the direction their entire ads platform is heading. The unified Campaign Manager announced alongside Ads Agent combines Amazon DSP and the Ads Console into a single interface, with Ads Agent as the AI layer powering it.

What Are the Risks of AI-Generated Amazon Prompts?

Loss of messaging control: Amazon’s AI generates conversational responses on behalf of brands without review or approval. Sellers can only see prompt text after it has received clicks from shoppers.

Potential for misrepresentation: AI systems interpret and restate information from Amazon listings. The AI might mischaracterize product features, overstate capabilities, provide information that contradicts a brand’s intended positioning, or oversimplify complex specifications.

Source quality amplification: If the detail pages contain incomplete specifications, unclear language, outdated information, or errors, Amazon’s AI will generate prompts based on that flawed foundation. Poor source content produces poor prompts.

Unknown future costs: During the free beta phase, prompted clicks cost the same as standard clicks. Amazon hasn’t disclosed pricing after beta ends. Based on their typical approach with new ad products, prompts will likely be monetized through higher CPCs or mandatory adoption.

Attribution complexity: Sellers won’t immediately know whether prompts drive high-quality conversions or low-quality traffic that clicks but doesn’t buy. Without baseline data comparison, assessing true incremental value will be challenging.

No immediate opt-out: Sellers are enrolled automatically when prompts launch. Opt-out controls won’t be available until late November 2025, meaning prompts will run on campaigns for weeks before sellers can disable them.

For brand-sensitive products, complex purchase decisions, or categories with strict compliance requirements, these risks may outweigh potential benefits.

When Should I Opt Out of Amazon Prompts?

Once opt-out controls become available in the Ads Console (late November 2025), evaluate whether prompts improve or hurt performance for each campaign type.

Consider opting out for:

Complex products: Items with technical specifications, compatibility requirements, or nuanced features where AI-generated responses could oversimplify or misrepresent critical details that affect purchase suitability.

Brand-sensitive campaigns: Products where messaging consistency is critical to brand perception, premium positioning, or differentiation, and you can’t risk AI interpretation that might position products differently than intended.

Compliance-heavy categories: Supplements, cosmetics, certain health products, or other categories with advertising restrictions where AI might generate responses that inadvertently violate category-specific guidelines.

High-ACOS campaigns: Campaigns already operating at marginal profitability where adding AI-generated variations introduces another uncontrolled variable that could worsen performance.

Premium or luxury products: Items where brand perception depends on specific language, tone, and positioning that AI might not capture appropriately.

Consider keeping prompts enabled for:

Straightforward products: Items with clear, objective features that answer common questions, sizing, compatibility, materials, specifications, where AI interpretation risk is minimal.

High-converting campaigns: Campaigns that already perform well where prompts might drive incremental improvement with limited downside risk.

Products with comprehensive listings: Items where your source content is accurate, complete, and well-structured, giving AI quality material to work with.

Products facing comparison objections: Items where proactively surfacing differentiators or addressing common concerns could improve conversion rates by answering questions before they become barriers.

Base opt-out decisions on actual performance data from the reporting available in late November, not assumptions about how prompts might perform.

What Happens to Amazon Prompts After the Beta Period Ends?

Amazon hasn’t announced pricing or product strategy for prompts after the free beta period concludes. Based on their historical approach with new advertising features, three scenarios are possible:

Most likely scenario: Prompts become a standard feature within Sponsored Products and Sponsored Brands, potentially with cost-per-click implications. Amazon might charge a premium for prompted clicks, build costs into overall CPC increases, or make prompts mandatory with performance penalties for opting out.

Possible scenario: Prompts become an optional paid enhancement you can enable or disable with associated costs, similar to how video in search became a premium placement option requiring additional investment.

Least likely scenario: Amazon discontinues prompts if beta performance doesn’t justify broader rollout. Given the prominent unBoxed announcement and platform integration investment, this outcome is unlikely unless prompts dramatically underperform expectations.

Prepare for the first scenario. If prompts demonstrate effectiveness during beta, Amazon will monetize them. Track ROI carefully during the free period so you can make informed decisions when pricing changes.

Measure whether prompts drive incremental conversions that justify future costs, or simply change how existing traffic converts without improving overall campaign performance.

Frequently Asked Questions About Amazon Prompts

How much do Amazon prompts cost during the beta period?

During the free beta phase, you pay your standard cost-per-click rate regardless of whether the click came from a prompted ad or a standard ad. Amazon absorbs any additional costs while using the beta period to optimize which prompts drive conversions. Pricing after beta hasn’t been announced, but expect monetization if the feature proves effective.

Can I write my own prompt text for Amazon ads?

No. You cannot write, edit, or approve prompt text. Amazon’s AI generates all prompt content automatically based on your product detail pages, Brand Store, campaign data, and shopping signals. You can only review prompt text after it has received clicks, through the Prompts tab in your Ads Console reporting.

Which Amazon ad types support prompts?

Prompts are available only for Sponsored Products and Sponsored Brands campaigns. The feature does not apply to Sponsored Display, Amazon DSP, or other ad products. Authors and publishers are excluded from the prompts beta, even for Sponsored Products campaigns.

How do I disable Amazon prompts on my campaigns?

Opt-out controls will become available through the Ads Console by the end of November 2025. Until then, all eligible campaigns run with prompts enabled by default. Once controls launch, you’ll be able to disable prompts at the campaign level through campaign settings in the Ads Console.

Do Amazon prompts appear on all of my ads?

No. Amazon’s algorithm selectively displays prompts when it determines that additional product information could influence a purchase decision. The system considers shopper query context, browsing patterns, and how well your product content matches the apparent question. Many ad impressions won’t include prompts—the feature activates situationally, not universally.

What information do Amazon prompts use from my listings?

Prompts draw from product titles, bullet points, product descriptions, technical specifications, product attributes, A+ Content, Brand Store pages, product comparison charts, and performance signals from your advertising campaigns. Any content in your detail page or Brand Store is potentially source material for AI-generated prompts.

Can prompts hurt my Amazon ad performance?

Yes. If prompts drive low-quality traffic that clicks but doesn’t convert, they could increase your ad spend without improving sales, raising your ACOS. Prompts might also misrepresent product features if your source content is incomplete or unclear, potentially driving returns or negative reviews. Monitor prompt-specific performance metrics when reporting launches to identify any negative impact.

How do Amazon prompts differ from Rufus recommendations?

Amazon Rufus is a shopping assistant that answers general product questions across Amazon. Prompts are specific to your paid advertising campaigns and appear only in ad placements. Prompts leverage your specific product content and Brand Store to answer questions about your advertised products, while Rufus provides broader shopping guidance across Amazon’s catalog.

Need help optimizing your Amazon advertising for AI-driven features like prompts? Canopy Management’s PPC specialists help partners navigate platform changes while protecting profitability. Our systematic approach ensures you capitalize on new features when they drive results, and protect performance when they don’t.

Both Ads Agent and AI Prompts point to the same underlying shift: Amazon is moving toward a platform where AI handles more of the execution, whether that’s answering shopper questions on your behalf or building and managing your campaigns. Understanding both featuress, and where you still need human oversight, s increasingly central to running effective Amazon advertising.

Canopy Management delivers end-to-end eCommerce growth, leading the industry in Amazon marketplace strategy while powering expansion through Shopify, Meta, and Google. Our full-funnel approach — from marketplace optimization to customer acquisition — has generated over $3.3 billion in partner revenue and made us the trusted growth engine for brands worldwide.

Schedule a strategy session with our team to discover exactly how our proven frameworks can accelerate your growth.