{"id":29399,"date":"2025-12-01T07:20:41","date_gmt":"2025-12-01T15:20:41","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29399"},"modified":"2025-12-01T07:20:42","modified_gmt":"2025-12-01T15:20:42","slug":"explained-sponsored-prompts-ads-on-amazon","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-sponsored-prompts-ads-on-amazon\/","title":{"rendered":"Explained: Sponsored Prompts ads on Amazon","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Amazon advertisers probably <a href=\"https:\/\/archive.ph\/UPeF8\">noticed<\/a> a new arrival in their Ad Console last week: a tab for Sponsored Prompts ads.<\/p>\n\n\n\n<p>Amazon has now officially rolled out Sponsored Prompts, a new kind of ad format that integrates with Rufus, its AI shopping assistant.&nbsp;<\/p>\n\n\n\n<p>These ads have been surfacing in tests for some time now, but the arrival of the Prompts tabs means they\u2019re about to go wide on Amazon.&nbsp;<\/p>\n\n\n\n<p>Plus: Advertisers are soon going to get hard data about the performance of Sponsored Prompts.&nbsp;<\/p>\n\n\n\n<p>We\u2019re going to know a lot more about Sponsored Prompts ads soon. But for now, here\u2019s the quick and dirty on what to watch for with Sponsored Prompts as they roll out.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-sponsored-prompts-ads-on-amazon-nbsp\"><strong>What are Sponsored Prompts ads on Amazon?&nbsp;<\/strong><\/h3>\n\n\n\n<p>A Sponsored Prompt is essentially a suggested question for Rufus that ties back to a specific product or brand.&nbsp;<\/p>\n\n\n\n<p>Right now, on a product page, shoppers already see a list of \u201cCustomers ask\u201d questions\u2014all of which are prompts to converse with Rufus.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re browsing TVs, for example, a suggested question might be, \u201cWhich TV features are essential for gaming?\u201d&nbsp;<\/p>\n\n\n\n<p>Now, a select few of these suggested questions are going to be ads (denoted by a little \u201csponsored\u201d notice in gray text).&nbsp;<\/p>\n\n\n\n<p>Back to the TV example: under the list of \u201cCustomers ask\u201d questions, one of the suggestions might be a lot more brand-specific, such as \u201cWhich Samsung TVs are good for gaming?\u201d&nbsp;<\/p>\n\n\n\n<p>When shoppers click the Sponsored Prompt, they\u2019ll see a response generated by Rufus. After that, the ad appears, with a built-in add-to-cart button.<\/p>\n\n\n\n<p>For now, Sponsored Prompts only appear on product detail pages, although it isn\u2019t hard to imagine that they will expand to search results soon.&nbsp;<\/p>\n\n\n\n<p>There are two types of Sponsored Prompts available so far: Sponsored Products Prompts and Sponsored Brands Prompts.&nbsp;<\/p>\n\n\n\n<p>Sponsored Products Prompts are product specific\u2014they focus on specific features of the product you\u2019re pushing. A Sponsored Products Prompt might be, \u201cWhy choose Product Y as my coffee machine?\u201d\u00a0\u00a0<\/p>\n\n\n\n<p>By contrast, a Sponsored Brands prompt is much more widely focused on your coffee brand.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-where-does-amazon-get-the-data-for-sponsored-prompts-nbsp\"><strong>Where does Amazon get the data for Sponsored Prompts?&nbsp;<\/strong><\/h3>\n\n\n\n<p>For now, Amazon creates and surfaces Sponsored Prompts for you. Sponsored Prompts draw on data from the first-party information you upload about your product.&nbsp;<\/p>\n\n\n\n<p>That means, in order to generate Sponsored Prompts and written responses to those Prompts, Rufus is pulling in data from your product page, your Brand Store, and your campaign keywords.&nbsp;<\/p>\n\n\n\n<p>As an advertiser, you\u2019re opted into Sponsored Prompts by default. They\u2019re like an extension of your pre-existing Sponsored Products and Sponsored Brands campaigns.&nbsp;<\/p>\n\n\n\n<p>You can either turn off Sponsored Prompts completely, or you can turn off specific prompts that have started surfacing: in the Prompts tab, you\u2019ll have an option to enable or disable each ad.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-i-track-my-sponsored-prompts-nbsp\"><strong>How do I track my Sponsored Prompts?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Amazon is just beginning to report back to advertisers which prompts led to clicks.&nbsp;<\/p>\n\n\n\n<p>In the Ad Console, you\u2019ll now see a list of all the Sponsored Prompts that have surfaced, and then the performance for each. Amazon will give you data about impressions, clicks, and purchases from Sponsored Prompts.<\/p>\n\n\n\n<p>So far, these ads are limited in reach. Few account managers appear to have much data in the Prompts tab, meaning that Amazon has yet to generate many Prompts for them yet.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-are-prompt-based-ads-the-future-of-advertising-nbsp\"><strong>Are prompt-based ads the future of advertising?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Amazon is not the only major e-commerce platform that is piloting the prompt-based ad format.<\/p>\n\n\n\n<p>Last week, Walmart also <a href=\"https:\/\/www.wsj.com\/business\/retail\/walmart-is-exploring-bringing-ads-to-sparky-its-new-ai-shopping-agent-83e45344\">announced<\/a> that it is testing sponsored prompt ads in search results. When shoppers click a sponsored prompt, Walmart responds with a click-to-buy ad.&nbsp;<\/p>\n\n\n\n<p>Walmart admitted to the <em>Wall Street Journal<\/em> that the number of people clicking on Sparky ads in tests is low. But that could change soon.&nbsp;<\/p>\n\n\n\n<p>And that\u2019s the thing: there are still plenty of questions about how customers will receive this.&nbsp;<\/p>\n\n\n\n<p>In theory, shoppers are turning to AI to get actual product recommendations based on the best information. Sponsored Prompts have a built-in bias, obviously\u2014they\u2019re suggesting a product that the brand paid them to suggest.\u00a0<\/p>\n\n\n\n<p>It\u2019s certainly worth keeping an eye on the data to see how prompt-based ads perform. And if Sponsored Prompts <em>do<\/em> take off, the key to maximizing performance is going to be ensuring you have strong input data.&nbsp;<\/p>\n\n\n\n<p>Make sure you\u2019re tracking and harvesting high-performing keywords, and that your <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-seller\/3-signs-to-refresh-your-amazon-product-content\/\">product content is as strong as possible<\/a>. All of these things are easy to keep an eye on with a 360-degree software solution like Intentwise.&nbsp;<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Amazon advertisers probably noticed a new arrival in their Ad Console last week: a tab for Sponsored Prompts ads. Amazon has now officially rolled out Sponsored Prompts, a new kind of ad format that integrates with Rufus, its AI shopping assistant.&nbsp; These ads have been surfacing in tests for some time now, but the arrival [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29400,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[245],"tags":[238,96,155,241,249],"class_list":["post-29399","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-ai","tag-generative-ai","tag-mobile","tag-newsletter","tag-rufus","tag-sponsored-prompts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: Sponsored Prompts ads on Amazon<\/title>\n<meta name=\"description\" content=\"Amazon&#039;s Sponsored Prompts are bringing advertising to its AI assistant Rufus. Here&#039;s how it works\u2014and how to get your performance data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-sponsored-prompts-ads-on-amazon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explained: Sponsored Prompts ads on Amazon\" \/>\n<meta property=\"og:description\" content=\"Amazon&#039;s Sponsored Prompts are bringing advertising to its AI assistant Rufus. Here&#039;s how it works\u2014and how to get your performance data.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-sponsored-prompts-ads-on-amazon\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-01T15:20:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-01T15:20:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2025\/12\/image-71.png\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"320\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michael Waters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Waters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/\"},\"author\":{\"name\":\"Michael Waters\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/b792a03444bf9fe1673eec5daf7fae99\"},\"headline\":\"Explained: Sponsored Prompts ads on Amazon\",\"datePublished\":\"2025-12-01T15:20:41+00:00\",\"dateModified\":\"2025-12-01T15:20:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/\"},\"wordCount\":798,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/image-71.png\",\"keywords\":[\"Generative AI\",\"Mobile\",\"Newsletter\",\"Rufus\",\"Sponsored Prompts\"],\"articleSection\":[\"Amazon AI\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/\",\"name\":\"Explained: Sponsored Prompts ads on Amazon\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-sponsored-prompts-ads-on-amazon\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/image-71.png\",\"datePublished\":\"2025-12-01T15:20:41+00:00\",\"dateModified\":\"2025-12-01T15:20:42+00:00\",\"description\":\"Amazon's Sponsored Prompts are bringing advertising to its AI assistant Rufus. 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