Sponsored Products prompts
Confirm one product’s value — “Why choose …?” — on search results and product pages, answered from that product’s listing.
Sponsored Prompts, explained. And what comes next.
Amazon now writes questions from your listing and shows them beside your ads. Here is what they are, where they appear, what you control, what the report tells you — and where it is heading.
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Where they appear
Three places a shopper meets a prompt.
A Sponsored Brands ad can carry a prompt — a question about the brand, marked Sponsored.
Illustration with a fictional brand — not Amazon’s interface
espresso machine
Sponsored · Brewhaus
SponsoredWhy choose Brewhaus espresso makers?
Two kinds
Products confirm. Brands differentiate.
Sponsored Brands prompts
Sell the brand — “What makes … a healthy choice?” — with an answer that can show several products, a brand video and a way into the Brand Store, then follow-ups that lead into comparisons.
A Sponsored Brands prompt, step by step — and what Adcquire does with it
Illustration with a fictional brand, not Amazon’s interface · what Adcquire does uses the Prompts report, live today by upload (US)
Timeline
From beta to the search bar in six months.
Nov 2025
Introduced at unBoxed 2025 as an open beta for Sponsored Products and Sponsored Brands.
10 Mar 2026
Amazon announces general availability, with reporting.
25 Mar 2026
Generally available in the US. Prompts are billed as part of your normal cost-per-click.
13 May 2026
Amazon’s assistant, Alexa for Shopping (formerly Rufus), appears in the main search bar for signed-in US shoppers.
Next
Other marketplaces. Amazon hasn’t announced dates; the UK and EU are the likely next step.
Our view, not Amazon’s
What you control
Less than a keyword. More than nothing.
- Automatically on
- Eligible US Sponsored Products and Sponsored Brands campaigns are enrolled, using your existing targeting — no setup.
- Billed like any click
- Prompt clicks are charged at your normal cost-per-click, from the same campaign budget — there’s no separate bid.
- Pause any prompt
- Each prompt has an on/off switch in Ads Console, and pausing is available through the Amazon Ads API, per Amazon’s announcement. Opting out entirely is done through Amazon support.
- See a sample answer
- Each prompt shows a sample of the response shoppers get. Amazon notes real answers may differ. Checking those answers automatically in Adcquire isn’t offered: it would only be possible if Amazon made sample responses available through its API.
- Send feedback
- A “Share feedback” link sits beside every prompt.
- Only clicked prompts, 65 days
- The console lists a prompt only once it has been clicked, and only for the last 65 days.
- Where to find them
- Campaign → Ad group → Ads → Prompts: each prompt with its ad (ASIN and SKU), impressions, clicks and spend. One prompt can run on several of your products.
- Not always a question
- Some prompts are feature lines — “Coffee maker with multistream technology from …” — lifted straight from your listing, which makes your bullets the ad copy.
What advertisers are seeing
Since launch, what the industry has learned.
Amazon has published a few headline figures (in its announcement, linked above); the findings here are from agencies, analysts and trade press, each linked to its source — not Amazon’s.
In one account: under 1% of clicks, at about half the price
One mid-sized seller’s account: 88 prompt clicks against 500,000 across all its Amazon ads, at roughly 31¢ a click against 50–70¢. Early, small, and cheap.
The Information, via EMARKETERYour own branded prompts can leak budget
“Why choose [your brand]?” on your own product page buys clicks from shoppers who were already buying. Review the report monthly and pause what adds nothing.
Ad BadgerThe listing decides the prompt
Prompts are generated from your content, so performance starts with strong input data: bullets, A+, Q&A — the listing the assistant reads.
IntentwisePrompts meet shoppers who’ve already chosen
Today’s prompts name a specific brand, so they reach shoppers who have already made a choice — late in the journey, not at discovery.
EMARKETERBidding may be the next step
Prompts already bill at your normal cost-per-click. One agency (PPC Ninja) expects Amazon to add bidding next, then premium pricing for top placement — a forecast, not an Amazon announcement.
PPC NinjaOpting out means asking Amazon
There’s no setting to select, bid on or opt out of prompts. Every eligible campaign is in; you pause prompts one by one — or contact Amazon support to opt out of the feature.
Amazon Ads helpA thin listing makes a weak ad
The answer behind a prompt is built from your bullets, A+ and product details. Well-written listings get richer, more persuasive answers; thin or keyword-stuffed ones get generic ones.
Azoma (a listing-software vendor)Fix the listing, and the answer follows in about a week
You can’t edit a prompt or its answer directly — but, by this vendor’s account, changes to your listing copy show up in the answers in roughly a week.
Azoma (a listing-software vendor)Write bullets the way shoppers ask
Rewrite copy in question-and-use-case language (“Why is it best for …?”), start with distinctive, high-margin products with strong reviews, and track prompts apart from search.
BirdDogThe Prompts report
Twelve fields, one row per prompt.
This is the Sponsored Products prompts report (US): Ads Console → Reports → Create report → Sponsored Products → Prompts. Choose the time unit and period, run it, download it and upload it to Adcquire. Where Amazon reports Sponsored Brands prompts, they appear with their campaign. Daily sync is coming, pending Amazon’s approval of the connection.
Prompts report · one row · Lumière Lab demo data
Prompt text
Is it safe for sensitive skin?
Associated ad
SP · Lumière Lab core
Impressions
7,410
Clicks
195
CTR
2.63%
CPC
$1.4
Spend
$273
Sales
$885
ACOS
30.9%
ROAS
3.24×
7-day orders
26
7-day units
27
what and wherereachmoney
What Adcquire works out
Topic ← Prompt text
Skin type & sensitivity
Conversion ← Clicks + 7-day orders
13.3%
Against your line ← ROAS
3.2× vs 3.0×
Suggestion ← ROAS + Associated ad
Scale — raise its campaign’s budget
Prompt metrics and pause controls are also available through the Amazon Ads API, per Amazon’s announcement. Adcquire’s connection to it is coming, pending Amazon’s approval.
What’s likely next
Where this is heading — our view.
These are our judgements from what Amazon has shipped so far, not Amazon announcements.
01
Your listing becomes your ad copy
Prompts are written from your detail page, Brand Store and campaign data. The better your listing answers questions, the better the prompts Amazon writes — listing work becomes ad work.
02
Prompts managed as their own channel
With prompt-level reporting and pausing available through the API, per Amazon’s announcement, the next step is rules: pause what never converts and scale what does — proposed daily, approved by you or by a rule, and sent when a person presses Send.
03
More of the decision happens in the answer
Sponsored Brands prompts already steer into comparisons and the Brand Store. Expect comparison and brand questions to take a growing share of prompt clicks.
04
Beyond the US
The feature is US-only today. When it reaches the UK and EU, brands with a history of prompt data will start ahead.
Questions
The short answers.
- Do I have to opt in?
- No. Eligible Sponsored Products and Sponsored Brands campaigns in the US are enrolled automatically. To opt out of prompts altogether, Amazon asks you to contact its support team.
- Who checks what the prompts say?
- Amazon says prompts go through AI moderation and human audits, including fact-checking and removing outdated references. The answer a shopper sees is still written by AI from your content — which is why it’s worth checking.
- Can I write my own prompts?
- Amazon’s launch notes describe prompts as generated from your listing, Brand Store and campaign data. What you control is pausing them and sending feedback.
- Am I charged for them?
- Yes. Since general availability, prompt clicks are charged as part of your normal cost-per-click bidding.
- Is it available in the UK?
- Not yet. It is available to US advertisers only.
- Who can’t use it?
- Amazon excludes authors and publishers.
Facts are from Amazon’s announcement and help pages, each linked; read on 23 September 2026. Findings from others are attributed to their source. See also where our data comes from.