Sponsored Prompts: Amazon Ads' new format for the era of AI Search [Recorded Live from the Amazon Ads Educators' Summit]

This special Episode of the New Frontier recorded live from the Amazon Ad Summit in Milan, to mark a landmark announcement: the launch of Sponsored Prompts groundbreaking new Ads format.

Host Max Sinclair was joined by Oana Padurariu to discuss their workshop with Amazon’s Lead Global AI Advertising Product Manager, who explained how these AI-powered follow-up questions are reshaping shopper engagement. Unlike traditional ads, Sponsored Prompts appear as follow-up queries beneath Rufus responses, offering a more native, customer-friendly experience that blends seamlessly with the evolving landscape of answer engines.

Currently in its free rollout phase, Sponsored Prompts are automatically generated based on a brand’s existing ad targeting and listing content. While advertisers can't yet edit the questions or responses, they can influence them through smart campaign structuring and listing optimization. The hosts emphasize the growing importance of clean campaign design, noting that Amazon’s system leverages product data and performance to craft the prompts and inferred answers. This backend differs from Rufus itself, even though they appear connected—highlighting Amazon’s layered approach to search and advertising technologies.

The discussion turns to future predictions on how Amazon will quickly allow more customization as monetization kicks in and brands demand more control; and how this model will be copied by other platforms like OpenAI and Perplexity, as it offers a better path to monetizing answer engines.

With Rufus users converting 60% more often and already adding $10 billion in revenue, Amazon’s new Sponsored Prompts could very well define the next generation of digital advertising.

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