An ad that appears as a question while the shopper is deciding.
A keyword ad meets a shopper who is looking. A prompt meets one who is asking — the moment just before they buy, or leave. That is why a prompt that answers well sells, and one that doesn’t quietly costs.
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Where prompts sit
Shoppers stall at the question. A prompt that answers carries them on.
The same stream of shoppers, with and without an answer at the moment they ask. Illustration.
To cart 0Looks elsewhere 0
Illustration · illustrative model, not a forecast or a result · each dot is a shopper
What makes them different
Not another keyword. A conversation you pay for.
01
They meet intent, not interest
Prompts appear beside your ads in search and on product pages, framed as the question a shopper is about to ask. They catch people who are close to choosing.
02
They are written from your listing
Amazon generates prompts from your detail page, Brand Store and campaign data. Better answers in the listing give prompts more to work from — though Amazon decides which prompts it writes.
03
They already spend your budget
Every eligible Sponsored Products and Sponsored Brands campaign is enrolled. Since general availability, prompt clicks are billed on your normal cost-per-click.
04
They tell you what shoppers want to know
Each clicked prompt is an Amazon-written question a shopper chose to tap, with the clicks and sales beside it — research you already paid for.
05
They go deeper than keywords
A keyword is what a shopper typed. A prompt is a question about what they need — the fit, the safety worry, the comparison with the other tab they have open. One search term can hide several of them.
06
They show the doubts that decide a sale
Will it break, is it safe, is it worth the extra: questions shoppers may not put to a brand directly. When Amazon writes a prompt around one and shoppers click it, you see what that doubt costs and sells.