Amazon Unveiled New AI Advertising Formats

The company introduced Branded Conversations and Review Requests to expand its advertising capabilities for retailers.

Updated on Sept. 29, 2026 in Advertising

Isometric editorial illustration showing a geometric shopping basket and abstract data prism representing AI-driven advertising tools. — Amazon has launched new AI-based advertising tools, Branded Conversations and Review Requests, to help retailers influence shopping queries and gather product reviews more efficiently. AI Illustration. Upload story photo >

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Do you trust product recommendations made by AI that are paid for by advertisers?

Amazon has introduced Branded Conversations for Alexa for Shopping, allowing advertisers to influence AI assistant responses. The company also debuted Review Requests, a new advertising format designed to accelerate product feedback.

Why it matters

These tools allow brands to differentiate themselves through AI-driven engagement and gather feedback more efficiently. The goal is to increase ad relevance within the shopping ecosystem.

Approximately 20% of shoppers who interact with Sponsored Brand prompts choose to engage with the brand. Review Requests remain active for products until they accumulate a total of 1,000 reviews.

The players

Amazon

Amazon is a multinational technology company that specializes in e-commerce, cloud computing, and artificial intelligence.

The details

Branded Conversations lets advertisers input specific text, lifestyle images, and videos to guide AI-assisted shopping queries, with all content subject to Amazon moderation. Review Requests target recent purchasers one week after delivery and run on the company homepage to help products reach their review goals faster.

Amazon updated its AI assistant to include Alexa for Shopping in May.
Branded Conversations currently operate in a closed beta program throughout this year.
A wider launch for Branded Conversations is scheduled for January in the United States.

Market Landscape

These advertising formats represent a strategic effort to monetize AI assistant interactions, positioning Amazon to capture more marketing spend as retail moves toward conversational commerce. This shift forces brands to optimize for AI-curated experiences rather than traditional search result rankings.

Shoppers will likely encounter more sponsored content and brand-influenced recommendations while using Alexa for Shopping. Consumers who recently purchased items may see more prompts to leave feedback on the Amazon homepage as Review Request ads increase in frequency.

The takeaway

Advertisers are gaining new ways to integrate their brand identity into the AI shopping process through controlled text and media inputs. These changes reflect a broader transition where AI assistants act as active intermediaries between retailers and shoppers.