Amazon Falls as Ad Reach Expands to ChatGPT

Amazon shares traded at $252.80 on Monday, 14 September 2026, marking a decline of approximately 1.6% from the previous close. The drop occurred as the company began expanding its advertising network into ChatGPT.

A new U.S. pilot allows select advertisers to run marketing campaigns inside ChatGPT via Amazon's advertising tools. Delta Vacations is among the early participants testing the format. According to a report from PYMNTS, OpenAI retains final control over ad eligibility and placement, while Amazon provides the campaign infrastructure and advertiser relationships.

The partnership creates a new distribution outlet for Amazon without requiring the company to build a separate conversational platform. However, the pilot has disclosed no commercial terms or financial estimates, leaving its potential revenue contribution uncertain as brands wait for proof of sales performance.