Your Amazon ad now asks questions. Have you read them? In the US, a sponsored bubble appears under the search results: "What do buyers say about this product?" One click, and Alexa for Shopping answers by highlighting an advertiser's product. Nobody wrote these questions by hand: Amazon's AI generates them from your campaigns. And since March 25, 2026, every click is billed. Here's what we check on our accounts.
The format, no jargon
On by default: your eligible Sponsored Products and Sponsored Brands campaigns are opted in automatically, with their current targeting.
Paid: billed at your campaigns' CPC since March 25, 2026, in the US.
Little control: you can pause a prompt, not write it.
It engages: according to Amazon, nearly 20% of shoppers who interact with a brand prompt keep the conversation going about that brand.
No date yet for France. But at this pace, you'd better know what to look at the day it arrives.
Move 1: find your prompts
In the console: campaign, ad group, ads, "Prompts" tab. Careful: a prompt only shows up there after its first click. An empty tab doesn't mean nothing is running. The dedicated prompts report gives you the big picture.
Move 2: compare their profitability
Put the cost per click, conversion rate and ACOS of your prompts side by side with those of your classic Sponsored Products. A prompt that drives curiosity clicks without sales is expensive, and you won't spot it in a quick read of your campaigns.
Move 3: cut what doesn't sell
An off-topic prompt, wording that attracts the wrong shopper, a product that doesn't convert in conversation: pause it. It's the only direct lever you have. The prompts that work, you leave running, and you look at which keywords they come with.
Move 4: fix your listing
The assistant's answer draws on your product information, according to the agencies tracking the format: listing, A+ content, Store. If your listing doesn't clearly state battery life, care or compatibility, the AI answers badly and you still pay for the click. A precise listing makes a better ad.
Move 5: get ready for what's next
In January 2027, Branded Conversations arrives in the US: you'll be able to feed the conversation with your brand's expertise. Only the opening prompt will be billed, the follow-up exchanges will be free. Brands that already have a solid listing will get a head start.
Checklist
Open the "Prompts" tab of your highest-spending ad groups.
Compare CPC, conversion and ACOS of your prompts with your Sponsored Products.
Pause the prompts that generate clicks without sales.
Check that your listing answers the 10 questions your customers ask most.
Put a reminder in your calendar to track the format's arrival in Europe.
Amazon ads are becoming a conversation. Make sure yours isn't talking to nobody on your budget.
Want us to audit your sponsored prompts and your listings? Talk to the Kroogads team.