Claude
Gemini
ChatGPTQuick Summary
- •AI Prompts auto-enrolled for all active Sponsored Products and Sponsored Brands campaigns
- •Conversational AI lets shoppers ask product questions directly in ads
- •Early beta shows 8-12% higher engagement rates vs traditional ad formats
- •Free during beta period with new AI Prompts reporting tab in Ads Console
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What's Happening
At Amazon unBoxed 2025, Amazon announced AI Prompts for Sponsored Products and Sponsored Brands. This free beta feature, auto-enrolled for all active campaigns, adds conversational AI interactions directly to your ads. When shoppers engage with your ads, they can now ask product-specific questions and receive AI-generated responses based on your listing content. From our vantage point running multi-account reporting, this kind of shift surfaces in catalog-level breakdowns first.
AI Prompts essentially turn your ads into 24/7 product experts. Instead of static ad creatives, shoppers see interactive prompts like "Ask about sizing" or "Compare features" that they can tap to get instant answers. Early beta data shows 8-12% higher engagement rates compared to traditional ad formats. This directly impacts how sellers should manage their PPC campaigns and product listings.
How AI Prompts Work
| Component | What It Does | Seller Action |
|---|---|---|
| Auto-Enrollment | All active SP/SB campaigns automatically enrolled. No setup required. | Opt-out available in Ads Console if needed |
| Conversational Prompts | AI generates contextual questions based on product category (sizing, materials, compatibility, etc.) | Ensure listing details are complete and accurate |
| Response Generation | AI pulls from bullet points, A+ Content, reviews, and Q&A to answer shopper questions | Optimize A+ Content with detailed specifications |
| Performance Reporting | New "AI Prompts" tab in Ads Console shows engagement, questions asked, and conversion attribution | Monitor weekly to identify listing gaps |
Note: AI Prompts is free during beta. Amazon has not announced pricing for post-beta period. Performance is tracked separately from standard ad metrics.
Impact on Sellers
AI Prompts fundamentally changes the ad experience from passive viewing to active engagement. Shoppers who interact with prompts show 2.3x higher purchase intent compared to those who just scroll past ads. The feature works particularly well for products where shoppers typically have pre-purchase questions.
Best-Performing Categories
📱 Electronics & Accessories
Compatibility questions drive 15% higher conversion. Shoppers ask "Does this work with iPhone 15?" and get instant answers.
👕 Apparel & Fashion
Sizing and fit prompts reduce returns by addressing concerns pre-purchase. "True to size" conversations convert well.
🏠 Home & Kitchen
Dimension and capacity questions answered instantly. Works especially well for furniture and appliances.
💊 Health & Personal Care
Ingredient and usage prompts build trust. Shoppers can verify product details before committing.
Key insight: the AI only performs as well as your listing content. Products with sparse bullet points or missing A+ Content see minimal benefit. Products with comprehensive details see the highest engagement lift.
What You Should Do Now
- 1.Audit Your Listing Content: AI Prompts pull from your bullet points, A+ Content, and product descriptions. Ensure all specifications, dimensions, materials, and compatibility info are clearly documented. Missing info means AI cannot answer shopper questions.
- 2.Check Your Q&A Section: AI also references your product Q&A. Address common questions proactively by adding them yourself. This gives the AI better source material for responses.
- 3.Monitor the AI Prompts Report: in Ads Console, go to Reports → AI Prompts to see which questions shoppers are asking. High-frequency questions indicate content gaps in your listing.
- 4.Track Conversion Attribution: Use Nova's profitability dashboard to compare conversion rates before and after AI Prompts rolled out to your campaigns. Isolate the impact on your ROAS.
- 5.Consider Opt-Out for Problem Products: If you have products with known issues (sizing runs small, common compatibility problems), the AI might surface negative info. Review carefully before deciding to opt out.
How Nova Helps
AI Prompts adds a new layer to your ad performance. Nova tracks the business impact at the SKU level, helping you understand which products benefit most from conversational ads. Try Nova free for 14 days
Track AI Prompts Impact with Nova:
→ P&L Dashboard: Compare campaign performance before/after AI Prompts rollout
→ Seller Cockpit: View PPC metrics at the product level to identify winners
→ P&L Dashboard: See how improved ad engagement affects bottom-line profit
→ Daily Analytics: Monitor conversion rate trends as AI Prompts engages shoppers
Frequently Asked Questions
Common questions about this topic
Verified Sources
- Amazon Advertising - unBoxed 2025
- Search Engine Land - Amazon AI Ads
All information verified from official Amazon sources and trusted industry analysts as of publication date.
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