Amazon DSP on ChatGPT Ads: opportunities for Italian B2B

Introduction: why Amazon DSP entering ChatGPT changes the rules of the game

When a mature advertising infrastructure like Amazon DSP enters a new environment, the signal is not just technical. It's strategic. Amazon DSP brings proprietary purchase data, intent-based targeting capabilities, and a network of advertisers already accustomed to thinking in terms of audiences, not just keywords. Therefore, the pilot that Marketing Dive documented in detail it is not just a format test.

It is all about bringing search-engine intent style into a friendly chat interface. This difference is huge. People chatting with ChatGPT aren't just scrolling around mindlessly; they are hunting for a clear answer to a specific problem. Because of this, the ad space is naturally way more relevant than your average banner ad.

For Italian SMEs operating in B2B verticals — manufacturing, professional services, technology, distribution — this scenario deserves immediate attention. Here at SHM Studio we consider it one of the most relevant developments in the field of digital advertising and paid media landscape of this period.

How the pilot works: architecture and access

The pilot is currently live in the United States and accessible via Amazon DSP as a managed service offering. This means it is not an open self-serve format for everyone. Access requires working with an Amazon Ads account manager or a certified partner. Therefore, the entry barrier is not strictly financial, but operational.

How it works is that ads are smoothly woven right into ChatGPT's answers. No annoying banners covering the text—instead, the ad shows up as a sponsored tip that fits what you're asking about. Much like Google Shopping Ads, the model uses the chat's topic to figure out the best moment and way to drop in an ad.

Amazon brings along its purchase and behavior data, which represent one of the richest targeting assets available on the market. However, combining this with a conversational interface like ChatGPT introduces new variables: the nature of the prompt, the session context, and the stage of the funnel the user is in. These elements require a different creative and strategic approach compared to traditional formats.

Relevant use cases for Italian SMEs

The first applicable scenario involves B2B companies with complex products or services, where the buying cycle includes a deep research phase. A procurement manager asking ChatGPT to compare ERP software, industrial equipment, or consulting services is precisely the profile this format can reach. In this context, the ad doesn't interrupt: it accompanies a process already underway.

The second scenario involves brands already on Amazon that want to get noticed outside of the platform. For these advertisers, the pilot is a natural extension of their DSP strategy. Plus, anyone who has already built custom audiences on Amazon can potentially use them in this new setting as well, making the learning curve a lot smoother.

The third use case involves companies operating in high-consideration categories—insurance, finance, professional training, enterprise technology—where users tend to consult multiple sources before deciding. In these verticals, appearing during the conversational search phase can significantly influence brand preference. It is worth remembering that, as we analyzed in our article on ChatGPT Ads and the 1 billion ARR milestone , the channel has already demonstrated a concrete and growing monetization capacity.

Finally, companies that are diversifying their media mix—moving away from a heavy reliance on Google Ads and Meta—will find this pilot an interesting option to test a channel that is still not crowded. Low competition in the early stages of a new format has historically been one of the best times to build learnings at a low cost.

Trade-offs to evaluate before allocating budget

The first critical element is measurability. Advertising formats within conversational interfaces present different attribution challenges compared to traditional channels. As we explored in our article on ad attribution and the risks of data models for SME budgets , relying on surface metrics without understanding the underlying logic can lead to skewed budget decisions. Therefore, before investing in ChatGPT Ads via Amazon DSP, it is necessary to define clear KPIs and a robust measurement framework.

The second trade-off concerns creative control. A contextual and conversational format requires messages that can integrate naturally into the flow of an AI response. This isn't a banner to adapt: it's content that must respect the user's informational expectations. Companies accustomed to interruptive creativity might find it difficult to adapt their tone.

The third element is geographic availability. The pilot is currently limited to the United States. Italian SMEs that want to position themselves early must monitor the program's expansion, but cannot yet activate direct campaigns in the domestic market. However, those operating in English-speaking markets or with an international presence can consider an immediate test.

Then there is the risk related to traffic quality. As we documented in our analysis on bots and AI traffic and ads budget protection in 2026 , the new digital channels often bring uncertainty about the quality of impressions and clicks. A managed service approach partially reduces this risk, but does not eliminate it. It is necessary to implement independent verification tools right from the start.

The comparison with other channels: when it makes sense to diversify

The question many marketing managers ask themselves is whether ChatGPT Ads via Amazon DSP should replace or work alongside existing channels. The clear answer is that it is a complementary channel, not a replacement. Google Ads remains the go-to for explicit intent and direct conversion. Meta remains effective for building awareness and retargeting. However, neither of them reaches the user at the exact moment they are actively trying to understand a complex problem.

It is useful to compare this development with what is happening on other channels. For example, the evolutions of Google Ads Local Customer Optimization for retail show how even mature channels are trying to get closer to the user's real intent. The market direction is unequivocal: targeting by intent and conversational context is the future of paid media.

For companies already using Amazon DSP for retargeting campaigns or to promote products on the marketplace, integration with ChatGPT Ads represents a low-friction extension. Conversely, for those who have never operated in the Amazon Ads ecosystem, access to the managed service requires an initial investment in terms of onboarding and configuration.

Those who start building expertise today will have a significant advantage when the channel becomes mainstream.

Market signals: what adoption data tells us

The context for this pilot isn't random. ChatGPT recently hit a significant milestone in ad revenue, a sign that the conversational monetization model is finding commercial validation. According to data reported by the Wall Street Journal, OpenAI's ad segment growth has been among the fastest in the digital advertising landscape over the past twelve months.

Plus, picking Amazon as the first infrastructure partner is no accident. Amazon Ads is the third biggest player in global digital ads, right behind Google and Meta. Bringing its DSP tech into ChatGPT means making the channel look totally legit to big brands and ad agencies. Because of this, we bet other ad networks will jump in with similar setups over the next few months.

For Italian SMEs, the right time to start exploring isn't when the channel becomes available in Italy, but now: by building familiarity with the format's logic, defining your use cases, and preparing creatives suitable for a conversational context.

Recommended decision: three operational priorities for 2026

The first priority is active monitoring. Companies already operating with Amazon DSP must request updates from their Amazon Ads account manager on the pilot's evolution and the timeline for geographic expansion. Those who do not yet have a relationship with Amazon Ads should consider starting one, even just to position themselves favorably when the channel opens.

The second priority is creative preparation. A conversational format requires informative, not promotional, messages. Companies need to start developing content that can answer specific questions from their target audience, so they are ready when the format becomes accessible. Our services for strategic copywriting and of Digital marketing are already geared up to support this kind of transition.

The third priority is to review the media mix. Before adding a new channel, you need a clear view of current performance. An audit of existing Google Ads campaigns — with a focus on attribution quality — is the starting point. We at SHM Studio offer this type of analysis as part of our AI services applied to marketing and the google ads campaigns .

In summary, the Amazon DSP pilot on ChatGPT is a signal that the conversational advertising market is becoming infrastructure. Now is not the time to wait. It's time to understand, prepare, and position yourself. Those who want to delve deeper into how to integrate this evolution into their strategy can contact the SHM Studio team for a dedicated consultation.