Amazon boosts OpenAI’s ad business by integrating advertisers into ChatGPT

OpenAI has spent the last year quietly building an advertising business. Amazon just handed it a rocket ship. On September 10, Amazon announced a partnership with OpenAI that allows select U.S. brands advertising through Amazon Ads, including its Demand-Side Platform, to run campaigns directly inside ChatGPT. Ads appear as designated text or image units placed below ChatGPT responses, putting commercial messages in front of one of the most engaged audiences on the internet. OpenAI’s ad business had already reached a $1 billion annualized revenue run rate before Amazon entered the picture. How this actually works Amazon’s DSP is one of the largest programmatic advertising platforms in the world, connecting brands to audiences across a vast network of publishers and owned properties. By plugging ChatGPT into that infrastructure, Amazon gives its existing advertiser base a direct channel to OpenAI’s user base, which stood at approximately 900 million weekly active users as of early 2026. ChatGPT users are not passively scrolling a feed. They are actively asking questions, researching products, and making decisions. During Prime Day 2026, AI-referred shoppers converted at a rate 40% hi...