Amazon is looking to reach ChatGPT’s rapidly growing audience, but it has little interest in letting OpenAI own the customer relationship.
According to e-commerce analyst Juozas Kaziukėnas, Amazon has started placing ads on ChatGPT, making it one of the most recognizable retailers to appear on OpenAI’s emerging advertising platform. The move gives Amazon access to millions of users who are increasingly turning to AI assistants for product research and shopping recommendations.
Rather than completing transactions within ChatGPT, the ads direct users back to Amazon’s own marketplace. This allows Amazon to keep control of the entire shopping journey—from product discovery and recommendations to purchases, customer data, and post-sale engagement.
The strategy highlights a broader trend in AI-powered commerce: companies want access to AI-driven traffic, but many still prefer customers to complete transactions on platforms they own and control.
By advertising on ChatGPT while directing users to its own storefront, Amazon can benefit from OpenAI’s audience without giving up ownership of valuable customer data and shopping behavior.