Amazon is folding generative, conversational surfaces into Sponsored Products (SP) and Sponsored Brands (SB) with a feature it calls prompts—short, contextual prompts that can appear in shopping results and on product detail pages. When a shopper engages, the experience may open Rufus or answer directly on the page, using first-party signals from your detail page, Brand Store, and campaign data.
Until recently, most sellers could only guess how those interactions behaved. The Prompts report in Amazon Ad Console fixes that: it exposes prompt-level performance so you can see which questions and framings are driving impressions, spend, and sales—not just campaign totals.
This article walks through what launched, how to run the report, how to interpret it, and what to change on your listing and in your account. It pairs naturally with our earlier piece on how Rufus and semantic discovery are changing listings; prompts are the paid side of the same shopper journey.
What Are Sponsored Products and Sponsored Brands Prompts?
According to Amazon's product announcement, prompts are an AI-powered enhancement to existing SP and SB campaigns. You do not create separate “prompt campaigns.” Amazon enrolls eligible campaigns automatically, uses your current structure (for example, targeting and bids within your setup), and surfaces prompts when it believes extra product context will help the shopper decide.
Why Amazon says it matters: shoppers often have specific questions that a PDP alone does not answer. Prompts act as a “virtual product expert,” surfacing relevant details before the shopper has to dig—or ask.
Where they appear: shopping results and product detail pages on Amazon in the U.S. (as of general availability).
What happens on click: Amazon may open a Rufus dialog or respond on the same surface where the prompt appeared, depending on context.
If you are already investing in Rufus-oriented listing quality—clear facts, specs, and trust signals—the same content is part of the signal stack prompts draw from. Weak PDPs do not only hurt organic discovery; they starve the models that decide what to say in paid prompts.
Timeline and Billing (Why Your CPA May Shift)
Open beta: Amazon introduced SP and SB prompts in November 2025 in the U.S.
General availability: March 25, 2026 in the U.S., prompts move from beta to general availability.
Billing: After GA, prompts are charged as part of normal CPC bidding and billing for those engagements—not a separate experimental line item. If your account was used to “free” prompt traffic during beta, post-GA spend will reflect standard CPC dynamics. Monitor CPC, ACOS, and budget pace on campaigns where prompts are active.
Controls: you can pause individual prompts from Ad Console (and manage via API). If a specific prompt text consistently spends without converting, pausing it is a legitimate lever—same as pruning a bad search term, but at the prompt grain.
Who Can Use Prompts and Reporting?
Per Amazon’s announcement:
- Geography: United States (North America).
- Ad types: advertisers using Sponsored Products and Sponsored Brands—with stated exclusions (for example, authors and publishers are called out as excluded in the official copy).
If you do not see prompts or the report, confirm eligibility, marketplace, and that you are in an SP/SB context that supports the feature.
How to Pull the Prompts Report in Ad Console
Amazon documents the path as follows:
- Sign in to Amazon Ad Console.
- Open Reports.
- Choose Create report.
- Set the report category to Sponsored Products.
- Select Prompts as the report type.
- Choose your time unit and report period, then run the report.
Note: the navigation labels in Console occasionally change. If “Prompts” sits under a slightly different grouping in your UI, use search inside the report builder or confirm Sponsored Products is the category—for SB-centric analysis, check whether Amazon has added a parallel Sponsored Brands prompts report path in your account; Amazon’s announcement references both SP and SB prompts and prompts reports tied to performance at the prompt level.
What Columns You Should See (and How to Read Them)
Amazon states that the Prompts report includes, at minimum:
- Prompt text — the surfacing copy shoppers saw (or the system’s representation of it).
- Associated ad — which creative / placement family the prompt was tied to.
- Impressions, clicks, CTR
- CPC, spend
- Sales, ACOS, ROAS
- 7-day orders and units
Interpreting patterns (practical lens)
High impressions, low clicks
Often means the prompt is visible but not compelling for that audience—or the product behind it is not a good match for the intent implied by the prompt. Before you touch bids, check whether the PDP answers the obvious follow-up questions (size, compatibility, what’s in the box, certifications). Prompts amplify your listing; they do not replace it.
High clicks, weak sales
Classic click-to-purchase gap. Compare to your baseline PDP conversion. If prompts skew worse, shoppers may be getting AI-generated context that does not align with what they see above the fold—or reviews contradict the prompt’s promise.
ACOS outliers on specific prompt rows
Treat prompt rows like search terms: rank by cost, then by sales contribution. Protect winners; pause or isolate chronic losers if Amazon allows pause at that granularity.
Aggregate vs. prompt-level
Campaign-level dashboards will smooth over winners and losers. The value of this report is granularity—use it when you are serious about efficiency, not just topline ROAS.
In-Console Workflow Beyond the Report
Amazon’s announcement describes a Prompts area in the hierarchy:
Campaign → Ad group → Ads → Prompts tab, where prompts that have received clicks can appear with text, associated ad, and key metrics.
Use this for spot checks between scheduled downloads. The report is better for history, sorting, and sharing with your team; the tab is better for same-day troubleshooting.
What to Fix on the Listing (Same Levers as Rufus, Different Payoff)
Prompts draw on detail pages, Brand Store, and campaign signals. A concise optimization checklist:
- Facts above fluff — dimensions, materials, compatibility, use cases. Models and shoppers both punish vagueness.
- Structured bullets — each bullet answers one buyer question; avoid repeating the title.
- A+ / Premium A+ — use modules that carry hard information (charts, comparisons, specs), not only lifestyle tiles.
- Brand Store — category and story pages should reinforce consistent terminology so prompts do not paraphrase your product five different ways.
- Reviews and Q&A — gaps here become negative training signal when prompts summarize sentiment.
This is not keyword stuffing for a 2015 algorithm. It is information density for AI-mediated discovery—organic and paid.
API and Automation
Amazon notes API access for reviewing and managing prompts. If your agency runs custom reporting, add Prompts exports to your ETL alongside Search Term and Placement reports so you can model incrementality over time (especially around the GA billing transition).
What to Do This Week
- Run your first Prompts report for the last 30 days (or since you had meaningful traffic).
- Sort by spend — identify the top 10 prompt rows by cost.
- For each high-spend row, open the PDP and ask: “If I knew nothing about this SKU, does the first screen answer what this prompt implies?”
- Pause chronic losers if controls are available and policy-safe.
- Re-check ACOS on parent campaigns after March 2026 GA if you were in beta—your true CPC floor may have changed.
Bottom Line
The Prompts report is Amazon’s acknowledgment that AI-surfaced copy is now a measurable ad surface. Sellers who treat it like “just another placement” will misread the data; sellers who connect prompt text → PDP truth → conversion will use it like search-term mining for the Rufus era.
Official reference: Sponsored Products prompts and Sponsored Brands prompts (Amazon Ads, March 2026).
