Amazon has introduced a new feature called Sponsored Products prompts and Sponsored Brands prompts, which uses AI to automatically help shoppers understand your product while they’re browsing. Think of it like Amazon giving your ads a built-in “virtual product expert” that answers shopper questions before they even ask. This new feature is free during beta, requires no setup, and is automatically added to your existing ad campaigns.
What are AI prompts?
AI prompts are small, conversational messages that show up in your Sponsored Products and Sponsored Brands ads. These prompts highlight important product details, benefits, or reasons to buy based on what the shopper is looking at or comparing.
Examples of what prompts might highlight:
Key features
Compatibility
Customer review insights
Why your product fits the shopper’s needs
Benefits compared to similar items
It’s Amazon’s way of helping shoppers make faster decisions without leaving your ad to search for more info.
Sponsored Products prompts
Image source: Amazon ads
Sponsored Brands prompts
Image source: Amazon ads
Why does this update matter for sellers?
Helps shoppers understand your product faster: Most customers hesitate because they can’t quickly find the information they need. These prompts surface the right details automatically, which can speed up the buying decision process.
Works like a 24/7 product expert inside your ad: The AI uses verified inputs from your product detail page, your Brand Store, your ad campaigns, and Amazon’s own data. This means every insight is based on real information that already exists in your catalog. Nothing is guessed or made up, so the output remains accurate, brand-safe, and fully aligned with your actual product details.
No extra work for sellers: Prompts are automatically enabled for all Sponsored Products and Sponsored Brands campaigns. You don’t need to write scripts, upload anything, or run new campaigns.
Free during beta: This feature currently costs nothing. Amazon is using this period to learn from shopper behavior and improve the tool.
Helps increase conversion: Instead of shoppers leaving your product to look up specs, comparisons, or answers, the prompt gives them exactly what they need, reducing friction and boosting your organic ranking on Amazon.
How to check and manage your prompts?
Once reporting is fully available (end of November 2025):
Go to Ads Console
Open your campaign
Go to Campaign → Ad Group → Ads → Prompts tab
Here you can see the exact AI prompt text, the ad that triggered it, and the related impressions, clicks, and orders. You can review all of this anytime, and you also have the option to opt out whenever you want.
Who gets access?
This applies to all U.S. sellers and vendors using Sponsored Products or Sponsored Brands, and it is automatically enabled unless you opt out. The feature is not available for authors or publishers.
What should sellers do next?
Monitor your prompts once reporting goes live and see which prompts get clicks and which drive orders.
Check accuracy and make sure Amazon’s AI describes your product correctly.
Strengthen your product pages because prompts pull from your detail page content. Make sure your bullets, product images, description, and A+ Content are strong and accurate.
Improve your Brand Store because the prompts also use your Store details, and a complete, well-structured Store helps the AI generate stronger and more accurate prompts.
Let the AI work for you since it is free and automatic, and use this period to test how different prompts influence your CTR and conversion before a paid version is introduced later.
This update is especially helpful for products that require more explanation, have multiple features, compete in crowded categories, or are frequently compared with similar items. Used well, prompts can lower hesitation, improve ad performance, and increase conversions.
Need help optimizing your product pages or Sponsored Ads so AI prompts work better for you? Our Amazon advertising consultants can help refine your listings and ad strategy so every AI prompt drives more clicks and conversions.
