Amazon began running conversational display ads across the open web for the first time, embedding prompts that let consumers ask Alexa for product details and open a dialogue the assistant remembers if they return, according to Adweek. The expansion came through an update to Amazon’s automated Responsive eCommerce Creative tool, which also now supports AI-generated images, animation, and video rather than the static image-and-review format it has run for years. Amazon says 20% of shoppers who hit a prompt continue chatting with Alexa, seven in ten buyers from the ads are brand-new customers, and advertisers using its AI features see a 14% higher clickthrough rate and 7% higher return on ad spend. The off-site units are priced on a CPM model versus the CPC pricing on Amazon’s own site, reflecting their higher-funnel placement on sites like The New York Times.
