Keywords are out. Prompts are in.
By Andrew Bailiff ยท July 22, 2026 ยท Curated by George's Blog
Keywords are out. Prompts are in.
Right?
I was chatting with a few sellers at a conference this past week who'd just heard about Sponsored Prompts for the first time in a session. This is for you.
Sponsored Products and Brands "Prompts" were widely rolled out in the US back in March.
They're a CPC-based ad extension within your existing campaigns, appearing within AI shopping conversations.
The ones Alexa serves to 250M+ monthly shoppers
(๐ฆ๐ท๐ฆ๐ณ ๐ด๐ช๐ฏ๐ค๐ฆ ๐ต๐ฉ๐ฆ๐บ ๐ฑ๐ถ๐ต ๐๐ถ๐ง๐ถ๐ด ๐ฅ๐ฐ๐ธ๐ฏ)
Amazon claims prompt interactions carry 2.3x higher purchase intent.
Here's how to gut check that for yourself. ๐
๐ง๐ต๐ฒ๐ฟ๐ฒ ๐ฎ๐ฟ๐ฒ ๐๐๐ผ ๐๐ฎ๐๐ ๐๐ผ ๐น๐ผ๐ผ๐ธ:
1๏ธโฃ ๐ข๐ป๐ฒ ๐ฐ๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป, ๐๐ฝ ๐ฐ๐น๐ผ๐๐ฒ
Campaign โ Ad Group โ Ads โ the ๐ฃ๐ฟ๐ผ๐บ๐ฝ๐๐ tab.
It's buried a few layers deep.
(Empty tab? That doesn't mean you're not serving there. Prompts only show up once they've been clicked.)
2๏ธโฃ ๐๐๐ฒ๐ฟ๐๐๐ต๐ถ๐ป๐ด, ๐ฟ๐ผ๐น๐น๐ฒ๐ฑ ๐๐ฝ
Reports โ Create report โ category: Sponsored Products โ report type: ๐ฃ๐ฟ๐ผ๐บ๐ฝ๐๐.
This is where you can see the total impact of prompts as a % of SP spend.
It has daily granularity as well, so you can track how Amazon tests the placement over time and how it performs as you make adjustments.
Start in one campaign to see it. Pull the report to see how broadly it has been applied to your account.
๐ ๐ณ๐ฒ๐ ๐๐ต๐ถ๐ป๐ด๐ ๐๐ผ ๐ฐ๐ต๐ฒ๐ฐ๐ธ ๐ผ๐ป๐ฐ๐ฒ ๐๐ผ๐'๐ฟ๐ฒ ๐ถ๐ป:
๐น๐ฆ๐ต๐ฎ๐ฟ๐ฒ ๐ผ๐ณ ๐๐ฝ๐ฒ๐ป๐ฑ
How much of your SP budget is already landing here
๐น๐๐ฃ๐/๐๐ง๐ฅ/๐๐ฉ๐ฅ ๐๐ ๐๐ผ๐๐ฟ ๐๐๐ฎ๐ป๐ฑ๐ฎ๐ฟ๐ฑ ๐ฝ๐น๐ฎ๐ฐ๐ฒ๐บ๐ฒ๐ป๐๐
If CVR actually runs higher here, the 2.3x claim might not just be marketing
๐น๐ง๐ต๐ฒ ๐ฝ๐ฟ๐ผ๐บ๐ฝ๐๐ & ๐ธ๐ฒ๐๐๐ผ๐ฟ๐ฑ๐
See where you're showing up. Could inform copywriting decisions. Seeing a lot of branded search.
๐ง๐ต๐ฒ ๐๐ป๐ณ๐ผ๐ฟ๐๐๐ป๐ฎ๐๐ฒ ๐ฐ๐ฎ๐๐ฒ๐ฎ๐ ๐ณ๐ผ๐ฟ ๐ป๐ผ๐:
There are currently no targeting controls for these placements. You cannot opt a product/campaign out of the prompt placement yet.
You can see the spend, but you can't control it.
(๐๐ฉ๐ช๐ญ๐ฆ ๐บ๐ฐ๐ถ'๐ณ๐ฆ ๐ช๐ฏ ๐ณ๐ฆ๐ฑ๐ฐ๐ณ๐ต๐ด, ๐จ๐ณ๐ข๐ฃ ๐บ๐ฐ๐ถ๐ณ ๐๐ฑ๐ฐ๐ฏ๐ด๐ฐ๐ณ๐ฆ๐ฅ ๐๐ณ๐ฐ๐ฅ๐ถ๐ค๐ต ๐๐ช๐ฅ๐ฆ๐ฐ ๐ณ๐ฆ๐ฑ๐ฐ๐ณ๐ต ๐ต๐ฐ๐ฐ. ๐๐ฐ๐ณ๐ฆ ๐ฐ๐ฏ ๐ต๐ฉ๐ข๐ต ๐ญ๐ข๐ต๐ฆ๐ณ ๐ต๐ฉ๐ช๐ด ๐ธ๐ฆ๐ฆ๐ฌ.)
I'm still seeing fairly small spend allocations (at most 2-3%), but it is growing over time.
So are prompts going to be completely replacing keywords?
No, not quite yet.
But it's a real placement now. Continue monitoring for any potential shifts.
And we'll see how things evolve.
Go check it out. What percentage of your spend is going to prompts?
#amazonppc #amazonads #amazonadvertising #ai