Where prompts go from here.
Some of this is announced, some is likely, some is our view — and we label which. Our view of what every path has in common: more questions answered by the assistant, and more ad budget spent there.
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The paths ahead
Announced, likely, and our view — labelled.
Each branch is tagged with how sure anyone can be. Nothing here is a promise from Amazon.
AnnouncedEvery eligible campaign runs prompts
AnnouncedMetrics and pause controls via the API
LikelyMore marketplaces beyond the US
Our viewBidding or premium pricing for prompts
Our viewAnswers spoken through Alexa devices
Our viewComparisons become the new top of search
Six shifts
How shopping and advertising change next.
Through the lenses a brand plans in — discovery, decision, advertising, creative, buying and measurement. Each is tagged with how sure anyone can be, and sourced.
- 01 · DiscoveryHappeningType keywords, scroll the results▪▪▪ ▪ ▪▪▪▪▪▪▪▪▪ ▪▪▪ ▪ ▪▪▪▪▪▪▪▪▪▪▪▪▪▪
300 million shoppers used Amazon’s assistant in 2025, and in May 2026 it moved into the main search bar.Amazon Q4 2025 results, via PPC Land ↗GeekWire ↗
- 02 · DecisionHappeningRank on page one▪▪▪▪ ▪▪▪ ▪▪▪▪▪▪▪▪▪ ▪▪ ▪▪▪▪▪▪▪▪ ▪▪▪▪▪▪ ▪▪ ▪▪▪▪ ▪▪
Amazon reported that shoppers using the assistant were about 60% more likely to complete a purchase; the assistant added about $12 billion a year in sales, per Amazon.Amazon Q3 2025 call, via Fortune ↗Amazon Q4 2025 results, via PPC Land ↗
- 03 · AdvertisingOur viewBid on keywords▪▪▪ ▪▪ ▪▪▪▪▪▪▪ ▪▪▪▪▪▪▪▪▪▪▪
Prompts have been billed per click since March 2026, inside your normal campaign bids. Whether prompts get their own bids is our view; Amazon hasn’t announced it.PPC Land ↗PPC Ninja ↗
- 04 · CreativeOur viewAd copy you write▪▪▪▪ ▪▪▪▪▪▪▪ ▪▪▪▪▪▪ ▪▪▪ ▪▪▪▪▪▪
Amazon generates prompts from your listing, Brand Store and campaign data, and the assistant draws on your listing among other sources.Azoma ↗
- 05 · BuyingAnnouncedThe shopper presses buy▪▪▪ ▪▪▪▪▪▪▪▪▪ ▪▪▪▪ ▪▪▪ ▪▪▪▪
Since November 2025 the assistant can buy automatically when a price drops to the shopper’s target, and remembers what they like.Amazon Q4 2025 results, via PPC Land ↗
- 06 · MeasurementOur viewKeyword rank and ACOS▪▪▪▪▪▪ ▪▪▪▪▪▪ ▪▪▪ ▪▪▪▪▪▪ ▪▪▪▪▪▪▪▪
When questions shape the sale, useful numbers are what each kind of question returns and how many clicked questions your listing answers.
Are you ready?
Ready for next-generation advertising?
Twelve things that pay off whichever way prompts go. Tick what you have; the meter shows how ready you are and what to do next.
Ready for next-generation advertising
0 of 12
Early — which is the cheapest time to start.
NextBullets answer the ten questions shoppers click most — in their wordsHow Adcquire helps →
Filling in for a typical brand — tick or untick any item to make it yours. Nothing you tick is sent or saved.
Our conclusion
Search is becoming a conversation, and ads now appear as questions beside it. Our view: the brands that do well will have listings that answer, prompts they review and pause by rule, and a history of what sells — which will help if Amazon adds prompt-level controls. Today prompts can only be paused, and campaigns are bid as usual.
What to prepare
Whatever comes next, these pay off.
01
A listing that answers
Every path runs through the assistant reading your listing. Answers written now keep paying as prompts spread.
02
A history of what sells
If Amazon adds prompt-level controls, a history of what sells will help. Today prompts can only be paused, and campaigns are bid as usual.
03
A habit of pausing
Prompts are paused one by one — switching them off entirely means a request to Amazon support. A weekly review now is cheap; later it’s budget.
04
A read on comparison prompts
Comparison prompts are where shoppers choose. Knowing what your prompts that name a competitor cost and sell is a start.
05
Ads run by the rule
If Amazon adds prompt-level controls, a history of what sells will help. Today prompts can only be paused, and campaigns are bid as usual — so rules and caps on campaigns are what you can set now.
06
Content built for machines as well as people
Assistants read attributes, bullets and A+ to answer and, increasingly, to buy. Complete, specific, question-shaped content is discovery now.