Amazon has officially moved Sponsored Products prompts and Sponsored Brands prompts from open beta to general availability in the U.S. starting March 25, 2026.
These prompts were first introduced in November 2025 during the beta testing phase. Now they are becoming a permanent feature inside Amazon Ads, which means sellers will begin seeing them automatically applied to their campaigns.
The key change sellers need to understand that the prompts are now live and they are now part of your CPC ad billing.
What are Sponsored Products and Sponsored Brands prompts?
Prompts act like a virtual product expert running inside your ads. When a shopper is browsing and close to making a purchase decision, Amazon automatically surfaces helpful product information directly within the ad experience. This information is contextual and tailored to what the shopper is currently viewing.
The prompts are generated using:
Product detail page content
Brand Store information
Existing campaign data
Amazon’s first-party shopper insights
The goal is to help shoppers understand your product faster without leaving the ad experience. For sellers, this means your ads can now communicate key product details automatically during the buying journey.
No setup required for sellers
One of the biggest advantages of this update is that no implementation is required. Prompts automatically layer onto your existing Sponsored Products campaigns and Sponsored Brands campaigns.
You do not need to create new campaigns, add additional assets, or configure any settings. If you already run Sponsored Products or Sponsored Brands ads, prompts may already be appearing within your campaigns.
Your listing content shapes the prompts
Because Amazon generates prompts using existing content, the quality of your product listings and Brand Store content now matters even more. Prompts pull information from:
Bullet points
Product descriptions
Brand messaging
Campaign context
If you want to influence what prompts show to shoppers, the best place to start is by improving the information on your product detail pages and Brand Store. Updating those areas automatically changes the signals Amazon uses to generate prompts.
Prompts are now part of CPC billing
During the beta phase, prompts were free to use. That has now changed. Starting March 25, 2026, prompts are charged under your existing CPC bidding and billing structure. This means:
Prompts are included within your current ad spend
No separate budget is required
Billing happens through your normal campaign CPC structure
In other words, prompts are now part of the standard Amazon Ads ecosystem.
Sellers still have full control
If you prefer not to run prompts in your campaigns, Amazon allows you to pause them directly in Ads Console. This gives sellers flexibility to test performance before committing to the feature long term.
New prompt reporting is now available
Amazon has also introduced performance reporting for prompts, so sellers can measure how they affect campaign performance. You can view prompt performance through the Amazon Ads Console and API reporting for external dashboards. This allows advertisers to analyze engagement and evaluate whether prompts improve conversions.
What does this mean for advertisers?
This update is part of Amazon’s broader push toward AI-assisted advertising experiences. Instead of simply showing ads, Amazon is adding contextual product information to help shoppers make faster decisions. For sellers, the opportunity is clear:
Ads can communicate product benefits automatically
Shoppers receive helpful information without leaving the ad
Campaigns may become more conversion-focused
However, it also means your product page content plays a larger role in ad performance, since that information feeds the prompts.
What should sellers do next?
To adapt to this update, sellers should:
Review product listings and ensure key benefits are clearly written
Optimize Brand Store content so prompts reflect accurate brand messaging
Monitor prompt performance inside the Ads Console reporting
Test campaigns with prompts active before deciding whether to pause them.
Since prompts are automatically activated, listing quality and campaign monitoring will determine how well they perform. Amazon is steadily moving toward AI-driven advertising and shopping experiences.
Prompts represent the next step in that evolution, where ads not only display products but also help shoppers understand them instantly. Sellers who keep their listings optimized and monitor campaign performance closely will be in the best position to benefit as these AI-powered ad features continue expanding.
If you want help optimizing your listings, refining your ad strategy, or understanding how these new features affect your campaigns, working with experienced Amazon marketplace experts can help you adapt faster and make the most of these evolving advertising tools.
