AI Shopping Prompts Are Now Paid Media in the US

On March 25, Amazon officially moved its AI shopping prompts - powered by Rufus - out of beta and into a billable ad environment.

These prompts, which appear when shoppers ask conversational queries, are now:

  • Charged on a CPC basis
  • Automatically activated across Sponsored Products and Sponsored Brands
  • Fully measurable via a new Prompts reporting tab (including impressions, CTR, and ROAS)

Why this is a big deal

This isn’t just another placement, it’s a new type of intent signal.

Instead of bidding on keywords, brands are now effectively bidding on questions, needs, and contextual shopping moments.

And critically, many brands are already spending here without actively opting in.

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