Amazon has been integrating new ad formats, known as “sponsored prompts,” into its Rufus AI shopping assistant. These ads appear as AI-generated, conversational questions within the chatbot's responses, created automatically from product details, reviews, and Q&A sections. During an extended free beta period, advertisers reported that these new placements generated sales with zero associated ad spend, demonstrating significant cost-effectiveness. [12, 13]
While this new format may generate less traffic than traditional search ads, Amazon's data indicates that shoppers who engage with Rufus are substantially more likely to make a purchase. [7] This suggests a high-intent audience for the conversational ads. The primary challenge for advertisers has been the limited control and the inability to isolate performance data for all ad types within Rufus, as they are bundled with standard campaign reporting. [5, 13]
Following the successful trial period, Amazon has moved to monetize this new ad surface. The company began charging for sponsored prompts on a cost-per-click (CPC) basis starting March 25, 2026, marking a pivotal step in its strategy to generate revenue from its AI investments. [14]