Amazon’s assistant now answers shoppers in the main search bar. Sponsored Prompts show a question next to your ad; when it’s tapped, Amazon’s assistant answers it — the prompt written by Amazon, the click billed on your cost-per-click. We think this is where Amazon advertising is going. Here is what it changes, and five illustrative cases on fictional brands.
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The shift
Three eras of the same search. What the ad buys changes each time. This time, the ad is a question beside the conversation.
What the ad buys
The word
Shoppers typed words. Brands bought the words.
What changes for brands
01
More shoppers ask the assistant and follow its answer. A prompt puts a question from your ad beside that conversation.
Is it safe for a newborn?
Yes — it meets the federal standard.
Does it fit a standard mattress?
02
Amazon writes prompts from your detail page, Brand Store and campaign data. What your listing says shapes what a prompt can say; Amazon decides which it writes.
• Converts to a toddler bed
• Meets the federal safety standard
• Three mattress heights
SponsoredIs this crib safe for a newborn?
03
A hundred phrasings, a handful of intents. Brands win by answering the intent, not bidding on every phrase.
6 phrasings · 2 things to answer
Safety×0Fit×004
A listing that answers gives the assistant something accurate to say; Amazon decides what it recommends.
Your crib
✓ answers “safe for a newborn?”
Rival crib
✕ listing is silent
Five brands, five prompts
Short cases on five fictional brands — what the prompt was doing, what Adcquire showed, what changed.
Little Nest · Baby
Illustration — fictional brand, not a customer result
“Why choose Little Nest?” ran on Little Nest’s own product page — paying for shoppers who were already there.
With Adcquire: Adcquire flagged it. The brand paused it and moved the $976 a month to the campaign carrying the safety prompt, which returned 7.5×.
New sales from the $976≈ $0
After the move$0,000/mo
Northfield · Supplements
Illustration — fictional brand, not a customer result
“Is it third-party tested?” drew 1,900 clicks a month and converted at 2.1%. The listing never said.
With Adcquire: Adcquire showed the question was answerable. The certificate went into bullet two.
Orders a month00
With the answer000
Stride & Co · Activewear
Illustration — fictional brand, not a customer result
A comparison prompt naming a rival drew clicks and few orders. The listing didn’t state the liner, pocket or fabric weight.
With Adcquire: Adcquire showed the prompt’s low conversion and the questions the listing left open. The brand stated each in its bullets and A+.
Buy after comparing0%
With the chart0%
Brewhaus · Kitchen
Illustration — fictional brand, not a customer result
“Will it fit under my cabinets?” was clicked 158 times a month, with no answer anywhere on the page.
With Adcquire: The height went into the title.
Prompt conversion0.0%
With the height0.0%
Lumière Lab · Beauty
Illustration — fictional brand, not a customer result
“Can I use it with retinol?” rose 40% in a week — routine questions were the fastest-growing theme.
With Adcquire: The brand added routine guidance, a serum-and-retinol bundle, and a Sponsored Brands campaign around it.
New-to-brand ordersindex 000
After the bundleindex 000
Fictional brands · illustrative model, not a forecast or a result · the working for the first three is on the value page
What it changes in the business
Sales
Prompts sit beside the decision, not the search. Answered well, they convert shoppers who were already close — clicks from shoppers close to a decision.
Costs
Every eligible campaign runs prompts on your budget. Branded prompts on your own page and questions your listing can’t answer spend without selling.
Strategy
Budgets, creative and bids follow what shoppers want to know — safety, fit, comparison — not the thousand ways they phrase it.
Product & brand
What the assistant says draws on your listing, reviews and other sources. The product team, the content team and the ad team now write the same pitch.
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