This post will cover the topic of Amazon’s new Sponsored Products and Sponsored Brands Prompts. For many sellers on Amazon, one of the main ways they drive traffic to their listings is through Sponsored Products and Sponsored Brands ads. Amazon continues to evolve the way sellers can utilize advertisements so customers can see them and interact with them more easily. One of the ways Amazon is doing this is by adding prompts to these types of advertising campaigns. Prompts help provide relevant information for shoppers, helping increase conversions and satisfaction rates for sellers. This post will cover how these new prompts work within sellers’ Advertising Strategies and how they can be beneficial to them and the customer.
What are Sponsored Products and Sponsored Brands
Sponsored Products and Sponsored Brands are cost-per-click (CPC) advertisements that help promote your individual product listings or entire brands on the Amazon store. These are designed to grab the customer’s attention through relevant search placements and images or videos built within your advertisement. Sellers can promote a variety of products through these advertisements and target specific keywords/keyphrases, and control their bids based on their own specific goals. These ads are served on both the mobile and desktop versions of the Amazon Store.
When used effectively, Sponsored Products and Sponsored Brands advertisements help sellers increase sales and improve product and brand visibility. They are a cost-effective way to promote new and established products to shoppers who are searching for your product or product type. This helps increase conversion rates (CVR) and total sales for products attached to these advertisements.
What are Prompts
Amazon Prompts are an AI-powered enhancement that integrates directly into your existing advertising campaigns. They are designed to increase the discoverability of your products at critical decision-making points within a customer's shopping journey. Prompts will appear to customers as guiding questions, such as “Is it good for the pool?” when looking at a waterproof football listing.
Prompts are generated using Amazon’s first-party signals that come from titles, bullet points, A+ Content, Brand Stores, and product images. Prompts condensing important product information into more digestible formats and answers help improve shopper confidence and reduce hesitation during the customer’s buying process.
Amazon Prompts require no additional setup from sellers and are continuously monitored through Amazon’s AI and human reviews. When sellers have strong listing content, prompts can amplify value points and improve overall sales and performance.
How To Prepare for the Future of Prompts
Both Sponsored Products and Sponsored Brands Prompts were introduced by Amazon in November 2025 as a beta feature, with Amazon continuing to expand its availability across the U.S. Soon, all advertising campaigns will be automatically enrolled with prompts without any additional setup. Sellers and vendors will be able to manage these prompts within their Ads Console or API. With general availability being the goal, Amazon will begin charging for prompts within your ads as part of your standard CPC bidding and billing. This will help sellers build and develop these prompts into their advertising strategy on Amazon.
Sellers can prepare themselves to take advantage of prompts by ensuring that the copywriting (titles, bullet points, product descriptions) on their product listings answer common questions or issues customers frequently have when searching for their product type. This will not only make their products more discoverable through Amazon searches, but also communicate more product value to these customers. Additionally, sellers can add engaging imagery throughout their listings in the form of A+ Content and Detail Page Images to enhance their value points and have the prompts use it as a reference point when answering customer questions.
FAQ - Amazon Ad Prompts: What Sellers Need to Know
What are Sponsored Products and Sponsored Brands?
Sponsored Products and Sponsored Brands help drive traffic and promote your individual product listings and brands on the Amazon store. They can help sellers reach new customers to help grow sales, expand brand awareness, and build loyalty.
What are Amazon Prompts?
Amazon Prompts are designed to increase the discovery opportunities of your products at multiple points throughout a customer's shopping journey. They use the power of AI to integrate with sellers' already existing advertising campaigns.
How do Prompts help me as a seller?
Prompts help customers feel more confident in their purchases by ensuring that a customer is educated on a product and that the product truly brings the most value to their needs. Prompts will help sellers listings stand out and grab customers attention throughout their purchasing journey.
How do Prompts help customers?
Prompts will help surface relevant information to customers through guiding questions, such as “Best for youth players?” when shopping for a football. These signals come from detail pages, Brand stores and additional campaign data.
When were Prompts introduced?
Both Sponsored Products and Sponsored Brands Prompts were introduced by Amazon in November 2025 in a beta version. Amazon has continued to improve prompts to help both sellers and shoppers.
How do I enroll in Prompts?
All advertising campaigns will be automatically enrolled with prompts without any additional setup. Sellers and vendors will be able to manage these prompts within their advertising campaigns to help maximize their impact.
Do I have to pay to use Prompts?
With general availability being the goal, Amazon will begin charging for prompts within your ads as part of your standard CPC bidding and billing. This will help sellers build and develop these prompts into their advertising strategy on Amazon.
Conclusion
Amazon is continuing to focus on enhancing the connection between sellers and customers by improving how product information is delivered and communicated throughout the shopping experience. Prompts are a new way Amazon is shifting towards a more guided, AI-driven discovery within advertising. By automatically integrating into advertising campaigns, prompts will make it easier for sellers to communicate key value points about their products. This will require no additional efforts from sellers, but will be directly tied to the quality of a listing. Sellers who take advantage of structured and customer-focused content will be best positioned to benefit. Prompts will continue to become a standard part of Amazon advertising and optimizing them will help improve visibility, but also drive more quality traffic and stronger conversion performance.
About the Author - Matt McGinty
This post was written by Matt McGinty, an Account Manager at Goat Consulting. Matt helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, solving problems, and sharing best practices around merchandising and B2B selling on Amazon. He has developed experience and expertise in Amazon Advertising Services for a wide variety of Goat Consulting clients. If you want help with setting up your Amazon Advertisements or assistance with other aspects of selling on Amazon, Matt is happy to lead your account.