The window is open. Early clicks are cheap.
Prompts went from open beta to billed in under five months, and the assistant moved into Amazon’s main search bar in May 2026. One reported account paid about half its usual CPC; we expect prices to rise, but Amazon hasn’t said so. The brands that learn now will have the answers — and the data — if prices rise.
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The early window
About half the usual CPC, in one reported account — and our view of what follows.
The 2026 cost point is one reported account; the rise after it is an expectation, not a known figure, and is drawn dashed.
Keyword click costPrompt click costExpected, not known
What changed this year
Four changes in six months, all pointing one way.
01
Launched to every eligible campaign
Introduced at unBoxed 2025 as an open beta for Sponsored Products and Sponsored Brands — enrolled automatically, no setup.
02
Billed since 25 March 2026
At general availability in the US, prompt clicks began to be charged as part of your normal cost-per-click.
03
About half the price — in one account
One mid-sized seller reported prompt clicks at roughly 31¢ against 50–70¢ for its other Amazon ads, on well under 1% of its clicks.
04
In the main search bar since 13 May
Rufus became Alexa for Shopping, built into Amazon’s search bar for signed-in US shoppers — more questions, asked in more places.