Amazon Added AI-Driven Branded Conversations for Advertisers

Brands can now influence AI-powered shopping responses to differentiate products and boost consumer engagement.

Updated on Sept. 29, 2026 in Advertising

Isometric editorial illustration showing a stylized metal shipping container within a warehouse lattice, representing digital advertising infrastructure. — Amazon has introduced Branded Conversations and Review Requests ads, providing advertisers new ways to influence AI-driven shopping responses and accelerate product feedback collection. AI Illustration. Upload story photo >

Live Poll

Do you trust product recommendations made by AI that are paid for by advertisers?

Amazon introduced a new advertising format called Branded Conversations for its AI assistant, Alexa for Shopping, allowing advertisers to input text to influence shopping responses. The platform also launched Review Requests ads to help sellers accelerate product feedback collection.

Why it matters

These tools allow brands to share expertise and differentiate from competitors within an increasingly automated shopping interface. By inserting sponsored content into AI responses, businesses can capture shopper intent directly at the point of inquiry.

Approximately 20% of shoppers currently engage with Sponsored Brand prompts. Review Request ads, which serve consumers one week after delivery, run until a product accumulates 1,000 reviews, a milestone typically achieved within 60 days.

The players

Amazon

A global e-commerce and cloud computing corporation that serves as the dominant marketplace for third-party sellers and advertisers.

Alexa for Shopping

An AI-powered voice and text assistant designed to facilitate product discovery and purchasing decisions on Amazon.

The details

Branded Conversations allow advertisers to input text to shape how Alexa for Shopping responds to consumer queries. Advertisers also provide lifestyle images and videos during campaign setup, though Amazon requires all inputs to pass through its review and moderation guidelines. Review Requests ads appear directly on the Amazon homepage and orders page to prompt buyers for feedback on recent purchases.

Amazon rewired its AI assistant with Alexa for Shopping in May.
Branded Conversations have been running in a closed beta program this year.
Branded Conversations will launch more widely in the U.S. in January.

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Market Landscape

This rollout follows the foundational AI integration of Alexa for Shopping and Alexa+ initiated in May. It signals a shift toward integrating sponsor-funded content directly into generative AI responses, mirroring broader industry efforts to monetize AI-driven product discovery.

Retailers and brand managers should monitor the January rollout to assess how these sponsored AI responses alter organic search visibility. Operators should prepare to standardize product-specific text and media assets to comply with Amazon's new moderation guidelines.

The takeaway

Brands should treat AI-integrated ad formats as a primary channel for differentiating product expertise in an automated market. Managers should track the conversion performance of these Sponsored Brand prompts against existing display campaigns to determine optimal budget allocation for the Q1 launch.