Amazon Auto-Enabled a New Ad Type on Your Campaigns. Did You Notice?
Quick answer
Amazon moved Sponsored Products Prompts and Sponsored Brands Prompts to general availability in the U.S. on March 25, 2026, and switched them on automatically for existing Sponsored Products and Sponsored Brands campaigns. Part of your Amazon budget may already be running inside Alexa for Shopping conversations, with Ai-written ad copy built from your listing. Check the Prompts tab in the Ads Console, decide on or off, and keep your Meta ads driving the brand searches that feed these placements.
On March 25, 2026, Amazon flipped a switch most sellers didn't see. Sponsored Products Prompts and Sponsored Brands Prompts moved from open beta to general availability in the U.S.
They are automatically enabled on existing Sponsored Products and Sponsored Brands campaigns. No opt-in required.
That means your existing Amazon ad budget may already be partly running in a brand new placement inside what used to be Rufus and is now Alexa for Shopping. The performance is attributed inside your existing campaign metrics.
What are Amazon Sponsored Prompts?
A Prompt is an Ai-generated conversational ad surface. When a shopper asks Alexa for Shopping a question like "what's a good lightweight jacket for spring," the Ai may return a recommended product with a sponsored prompt attached.
The prompt is essentially an automated mini-pitch. You don't write it; the model writes it from your listing, A+ content and reviews.
That is the key part. The creative is auto-generated. Your control is the listing inputs (title, bullets, A+, images, reviews) plus the ability to pause Prompts entirely.
What does the early data show?
Amazon's reported number: nearly 20% of shoppers who interact with a brand prompt continue the conversation about that brand. That is a serious engagement signal.
When a buyer sees your prompt and engages, they are measurably warmer than someone who clicks a regular Sponsored Products ad.
What Amazon hasn't shared publicly is the cost structure and the conversion rate. Pricing details exist inside the Ads Console for sellers who dig, but there is no industry-wide benchmark yet.
Some sellers sharing early data report CPCs similar to standard Sponsored Products with stronger purchase intent, likely because the shopper opted into a conversation rather than scanning search results.
How do I check whether Prompts are using my Amazon budget?
- Check whether Prompts are pulling spend. They are, unless you paused them. The Ads Console has a Prompts performance tab that splits this out.
- Audit the inputs the model uses. The auto-generated copy is only as good as the listing. Weak bullets and dated A+ content produce weak prompts, and the same listing hygiene that drove organic ranking under COSMO now drives prompt quality.
- Decide whether the spend shift fits your strategy. For some sellers, Prompts take budget from proven Sponsored Products keywords that convert better. For others, Prompts add volume at a strong ROAS. The data is in the Console.
- Pull the past 60 days and decide on or off. If your A+ content is three years old, start your listing audit there.
How does this connect to Meta ads?
External traffic is widely seen as an organic ranking signal on Amazon, and Alexa for Shopping appears to lean more on brand signal than the old search results page did.
The funnel that tends to win in 2026 looks like this: Meta ads drive brand searches and high-intent listing traffic, Amazon ads capture in-platform demand, and Prompts act as an automated discovery layer for buyers who never touch your search results.
Run1Ads focuses on Meta ads for e-commerce brands and does not cover marketplace placements like Sponsored Prompts. If Meta ads are part of your mix, it checks them every hour and tells you the one fix that matters today. It advises only.
Key facts
- Sponsored Products Prompts and Sponsored Brands Prompts reached general availability in the U.S. on March 25, 2026.
- Prompts are automatically enabled on existing Sponsored Products and Sponsored Brands campaigns, with no opt-in.
- Prompt copy is generated by Amazon's Ai from your title, bullets, A+ content, images and reviews.
- Amazon reports that nearly 20% of shoppers who interact with a brand prompt continue the conversation about that brand.
- The Ads Console has a separate Prompts performance tab, while results also roll into existing campaign metrics.
FAQ
Did Amazon turn on Sponsored Prompts without asking?
Yes. Since March 25, 2026, Prompts are enabled by default on existing Sponsored Products and Sponsored Brands campaigns in the U.S. You can pause them in the Ads Console.
Can I write my own Sponsored Prompt copy?
No. Amazon's model writes the prompt from your listing content and reviews. Improving your title, bullets and A+ content is the main way to improve prompt quality.
Are Sponsored Prompts worth keeping on?
It depends on your account. Compare Prompts conversion and ROAS against your best Sponsored Products keywords over the past 60 days, then decide.
Is there a tool that checks the Meta side of this funnel automatically?
Yes. Run1Ads is a live Meta ads consultant for e-commerce brands that reads your ad account through the official Meta Marketing API and checks your ads, Pixel and store every hour. It does not manage Amazon placements, and it advises only, never changing your campaigns unless you ask for a paused draft.
Related reading
- Amazon Rufus Ads: What Sponsored Prompts Mean Before Prime Day
- Amazon Just Killed Rufus. What Sellers Need to Know About Alexa for Shopping.
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