Amazon reveals pricing and measurement details for sponsored ads inside Rufus AI shopping assistant

A leaked pitch deck shared with ad buyers this month reveals that Amazon will charge advertisers on a cost-per-click basis for Sponsored Products and Sponsored Brands ads appearing inside Rufus, its AI shopping assistant, as the feature moves from open beta to general availability. The deck shows that Rufus surfaces branded prompts during shopper conversations, such as “Why choose [brand] shirt?”, and advertisers can track which prompts drove clicks and conversions through Amazon's ads console, with the ability to pause individual prompts at the ad group level. The rollout comes as AI shopping assistants gain significant influence over purchase decisions, with 73% of consumers now using AI assistants to help them shop, according to a Riskified survey from last October.