Sponsored Products & Brands Prompts Are Now Live — And Now They Cost You

If you run Sponsored Products or Sponsored Brands, Amazon quietly turned on a new line item in your account — and as of March 25, 2026 in the US, it’s no longer free. Sponsored Products prompts and Sponsored Brands prompts moved from open beta to general availability, and that shift matters for your budget.

What prompts actually are

A prompt is an AI-powered enhancement to your existing campaigns. It surfaces relevant product information in shopping results and on product detail pages, acting like a 24/7 virtual product expert. When a shopper clicks, the prompt can open a dialog in Rufus (Amazon’s shopping assistant) or answer right there on the page.

They’re built from Amazon’s first-party signals — your detail pages, Brand Store, and campaign data — and your campaigns were automatically enrolled with no setup required.

What changed at general availability

Two things you need to know:

1. They now cost money. During beta, prompts were free. At GA, Amazon began charging for prompt engagement as part of your CPC bidding and billing — so prompt clicks now draw from the same budget as the rest of your campaign.
2. You can see and control them. In Ad Console, go to Campaign → Ad Group → Ads → Prompts tab to see prompt text, the associated ad, and metrics (impressions, clicks, orders). There’s also a dedicated Prompts report under Reports with CTR, CPC, spend, sales, ACoS, ROAS, and 7-day orders.

The honest take

Per Amazon, nearly 20% of shoppers who interact with a prompt continue the conversation about that brand, and adding prompts to a Sponsored Brands ad drove a 6% increase in conversions. Those are Amazon’s own figures, not a guarantee for your account — but the direction is promising.

Here’s the catch most sellers will miss: prompts are on by default and now billable. That’s fine if they convert for your catalog — and a silent drain if they don’t. The move isn’t to panic-pause them; it’s to pull the Prompts report, check the ACoS, and decide deliberately — which is exactly the kind of thing that gets ignored when nobody’s watching the account closely.

Want us to check whether prompts are helping or quietly costing you? Request a free audit and we’ll show you the numbers.