OpenAI Partners With Amazon Ads For Conversational Commerce
OpenAI is integrating structured product feeds and partnering with Amazon Ads to shift ChatGPT from web scraping toward real-time AI shopping recommendations.
AI shopping tools are transitioning from traditional web scraping toward the use of structured product feeds to power commerce recommendations. OpenAI is leading this shift by utilizing the agentic commerce protocol and establishing partnerships with Shopify Catalog and national retailers to build a product data layer independent of Google Shopping.
This transition enables AI assistants to provide real-time data on pricing and availability. However, the shift creates risks for consumer brands, as third-party retailers providing the feeds may control product presentation and conversion traffic. To mitigate this, brands are being encouraged to audit their non-branded prompt visibility and align their data feeds to maintain control over how products are recommended.
To address these brand concerns, Amazon Ads has launched a direct partnership with OpenAI. This collaboration allows advertisers to extend Amazon DSP campaigns into conversational ad experiences within ChatGPT, ensuring brands can better manage their presence in AI-driven shopping journeys. Other tools, including Google's AI Mode and Perplexity, are similarly adopting structured merchant product data to enhance their commerce capabilities.
