You know that moment when a shopper’s hovering over the Buy Box, then suddenly decides they need to read 47 reviews, compare three colors, and ask their group chat if anyone’s ever heard of your brand?
Amazon Advertising is trying to catch that indecision with a new feature called Sponsored Products prompts and Sponsored Brands prompts. Think of it as a little “Ask about this product” nudge that can show up right when shoppers are deciding, and it can open a dialog with Rufus or answer on the page.
If you’re running Sponsored Products or Sponsored Brands in the U.S., there’s a good chance you’ll see prompts rolled into your existing campaigns. That means you don’t need to build a whole new campaign type, but you do need to make sure your product pages can carry the conversation.
Prompts are an AI-powered enhancement that uses Amazon’s signals (your detail page, your Brand Store, and campaign data) to engage shoppers with relevant product info. They can appear in shopping results and on product detail pages, and when someone clicks, the experience may open a Rufus dialog or respond directly on-page.
Here’s the part that matters for your budget: once prompts moved to general availability in the U.S. (March 25, 2026), Amazon began charging for them under your CPC bidding and billing setup. Translation: you may get more kinds of clicks, but they’re still clicks.
Prompts create a new “micro-moment” where shoppers interact with your product info before they buy. That’s great if your page is clear, convincing, and consistent. It’s less great if your page reads like it was written during a caffeine shortage in 2017.
Since prompts are fueled by the information you’ve already published, your listing becomes your script. You don’t control the shopper’s questions, but you can influence the answers they get by improving what Amazon can pull from.
Here’s a seller-friendly to-do list that doesn’t require a 40-tab spreadsheet (we’ll save that for Q4).
Because prompts flow through existing Sponsored Products and Sponsored Brands parameters, your normal PPC hygiene matters even more. A few practical moves:
When shoppers ask questions, ambiguity costs you money. Clear listings can turn those “maybe” clicks into “add to cart” clicks. Better pages also reduce returns because customers buy what they meant to buy, not what they guessed they were buying.
So even if you’re not thrilled about a new paid interaction, there’s a nice side effect: prompts push you toward better fundamentals, and better fundamentals tend to lower ACoS over time.
If you’ve got multiple ASINs, multiple campaigns, and multiple opinions from everyone in your Slack, you need a simple routine. CentralDesk helps you keep an eye on performance and spot issues early, so you can adjust bids, tighten targeting, and update listings before small leaks become budget floods.
Pick one top-selling ASIN and run the checklist above today. Then monitor your PPC results for a couple of weeks with fresh eyes. Prompts will reward the products that explain themselves well, and they’ll punish the ones that leave shoppers guessing.
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Quick heads-up: If you don’t want prompts running, Amazon notes you can pause them in Ad Console. If you do want them, make your listing the kind of page you’d trust to answer questions at 2 a.m.