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Amazon has announced that Sponsored Products prompts and Sponsored Brands prompts will officially move from open beta to general availability in the United States on March 25, 2026.
The feature introduces a new AI-powered layer to Amazon advertising campaigns, designed to automatically surface relevant product insights to shoppers during their buying journey. By combining advertising data with Amazon’s internal signals, prompts aim to function as a “virtual product expert” that helps answer shopper questions and increase purchase confidence.
This rollout represents another step in Amazon’s broader push to integrate AI-driven assistance directly into the shopping and advertising experience, allowing brands to provide contextual product information without manual intervention.
What Sponsored Prompts Do
Sponsored Products prompts and Sponsored Brands prompts are designed to engage shoppers at key decision-making moments during the shopping journey.
Instead of relying solely on static product detail pages, prompts dynamically surface information drawn from several Amazon data sources, including:
- Product detail pages
- Brand Stores
- Campaign performance data
- Amazon’s first-party shopper signals
These prompts appear within the shopping experience to provide shoppers with relevant, contextual information about a product before they even ask a question.
The goal is to bridge a common gap in eCommerce shopping, where customers often have specific product questions that are not fully addressed by a listing alone.
By proactively providing this information, Amazon aims to help brands improve shopper confidence and accelerate purchase decisions.
A 24/7 Virtual Product Expert
Amazon describes the prompts feature as functioning like a 24/7 virtual product expert embedded within advertising campaigns.
Using Amazon’s AI systems and first-party data, the prompts can highlight key product benefits, details, or brand expertise at critical moments in the customer journey.
For example, if a shopper is evaluating multiple options within a category, prompts may surface product-specific insights that reinforce why a particular item may be the right choice.
Because prompts operate automatically within existing campaigns, advertisers do not need to manually configure additional settings to activate them.
Once enabled, prompts continuously work in the background to engage shoppers with helpful information and guide them toward purchase decisions.
Automatic Enrollment for Advertisers
One of the key aspects of the rollout is that existing campaigns will automatically be enrolled in the prompts feature.
Advertisers running:
- Sponsored Products campaigns
- Sponsored Brands campaigns
will automatically have prompts activated without requiring additional setup.
However, sellers and vendors will still have control over how prompts are used. They can:
- Review prompts within the Ads Console
- Monitor performance metrics
- Pause prompts at any time
This ensures advertisers can maintain control over how prompts interact with their campaigns.
Accessing and Managing Prompts
Advertisers can view and manage prompts directly within the Amazon Ads Console. Within each campaign, prompts can be accessed through the following path:
Campaign → Ad Group → Ads → Prompts tab
This section displays a list of prompts associated with specific ads once they have received engagement from shoppers. The dashboard includes key information such as:
- Prompt text
- Associated advertisement
- Impressions
- Clicks
- Orders
This visibility allows advertisers to evaluate how prompts are contributing to campaign performance.
New Reporting Capabilities for Prompt Performance
Alongside the general availability launch, Amazon has also introduced dedicated prompt-level reporting. Advertisers can now generate detailed reports that provide insights into how individual prompts are performing.
These reports include several key performance metrics such as:
- Impressions
- Clicks
- Click-through rate (CTR)
- Cost per click (CPC)
- Advertising spend
- Sales generated
- Advertising cost of sales (ACOS)
- Return on ad spend (ROAS)
- 7-day attributed orders and units
Reports can be accessed through the Ads Console by navigating to: Reports → Create Report → Sponsored Products → Prompts
Advertisers can then select the time period and time unit to generate prompt performance reports.
This additional visibility enables brands to better understand how AI-powered prompts influence shopper engagement and advertising performance.
Billing and Cost Structure
While prompts were available as part of an open beta program launched in November 2025, the transition to general availability will introduce billing for the feature.
Starting March 25, prompts will be included within the existing cost-per-click (CPC) bidding and billing structure for Sponsored Products and Sponsored Brands campaigns.
This means advertisers will be charged according to their normal campaign bidding parameters when prompts generate engagement.
Availability and Eligibility
The feature will initially be available in:
- United States (North America region)
Eligible users include Amazon advertisers running Sponsored Products or Sponsored Brands campaigns, although the feature is not available for authors and publishers.
As Amazon continues expanding AI-driven advertising tools, the company may eventually roll out prompts to additional regions and campaign types.
A Step Toward AI-Driven Advertising on Amazon
The introduction of AI-powered prompts reflects a broader shift in Amazon’s advertising ecosystem toward automation, personalization, and real-time shopper engagement.
Instead of relying solely on static ad formats, Amazon is increasingly embedding AI-driven features that help brands communicate product expertise directly within the shopping experience.
For advertisers, this evolution could offer several benefits:
- Improved shopper engagement
- Better product education during decision-making moments
- Higher conversion rates
- More efficient campaign performance
As competition across the Amazon marketplace continues to intensify, tools like Sponsored Products prompts and Sponsored Brands prompts highlight how AI is becoming a central component of modern retail advertising strategies.
