Amazon's Sponsored Prompts have been around for a few months now. When they firs
By Mansour Norouzi · May 1, 2026 · Curated by George's Blog
Amazon's Sponsored Prompts have been around for a few months now.
When they first launched, they were free during beta. Not anymore.
We aggregated data across 6 brands to see what's actually happening. 165 unique prompts, around 540 placements.
A few things stood out.
▪️CPCs were all over the place. From $0.02 on the cheapest spots up to $5.40. These can get expensive fast.
▪️CTR varied a lot by prompt type:
➡ Product questions ("Does it...?"): 4.11%
➡ Feature / benefit ("X formula. Learn more."): 3.93%
➡ Brand-specific questions ("Does Brand X have a Y?"): 0.41%
➡ Brand awareness ("Why choose Brand X?"): 0.21%
Product questions did the most work. Feature/benefit close behind. The branded prompts barely got clicks.
But the bigger questions for me aren't about CTR.
Question 1️⃣: how much are prompts actually driving the purchase?
You're already paying to bring shoppers to the listing through sponsored products and organic. The prompt is another layer on top of that. Is it net new sales, or is it skimming credit from work already done?
Question 2️⃣: how is attribution working between prompts and campaigns?
I suspect at the prompt report level you see prompt-attributed sales, but at the campaign level the sale still gets attributed to the last ad click. If that's wrong (or if Amazon changes it), it gets messy. You'd be optimizing the original campaign against zero attribution on a sale it actually drove. And that whole journey is going to get more complex once prompts show up as a step inside AMC.
One thing I'm sure about: these reports are a great source of customer research.
You get to see exactly what shoppers are asking about your product, what they're curious about.
The spend share is still tiny compared to total ad spend. But it's growing. It's about to be a real line item.
We're adding prompt review to our weekly process. Decide which to keep, pause, or test. Worth doing on your accounts too.
What are you seeing on your end?