Amazon Is Helping Advertisers Buy Ads on ChatGPT

Amazon is letting advertisers test buying ads on ChatGPT via Amazon’s advertising technology platform, Amazon said on Sept. 10.

ChatGPT started selling ads earlier this year, which it has let advertisers buy through its own interface and via partnerships with smaller advertising technology firms like Criteo and Kargo. The company said earlier this month that its ad business was generating $1 billion in annual recurring revenue, which likely means it will finish the year short of an earlier target of $2.4 billion.

Amazon could help introduce ChatGPT to more advertisers. Amazon has been growing its advertising technology business, which allows advertisers to place ads across websites and streaming services, as incumbent Google has retreated in certain categories. Amazon is framing the initial offering as a pilot, with a spokesperson adding it will be only available in the US.

The partnership represents a thawing in previously icy relations between the consumer businesses of the two tech companies. Amazon last year blocked listings on its ecommerce site from being scraped and included in ChatGPT. But earlier this year, Amazon invested $35 billion in ChatGPT parent OpenAI, tied to OpenAI’ spending billions on Amazon’s cloud infrastructure.