Amazon Buys ChatGPT Ads, Blocks OpenAI's Access to Shopping Data

Amazon has begun buying ads inside ChatGPT while simultaneously restricting OpenAI's access to the e-commerce giant's shopping data, a dual move that lets the retailer tap the chatbot's audience without feeding its rival's models.

The ad buy, reported this week, places Amazon products in front of ChatGPT's user base for the first time. At the same time, Amazon limits how its product listings and transaction histories can be used for AI training, according to a person familiar with the arrangement. That keeps proprietary retail data out of the models powering ChatGPT.

For Amazon, the approach is a template. It gets distribution on a platform with millions of users who ask shopping-related questions. It does not hand over the data that makes its own AI tools – including the Rufus shopping assistant – competitive. Amazon has invested billions in Anthropic, an OpenAI rival, and is building its own generative AI products.

For OpenAI, the trade-off is awkward. It collects ad revenue from one of the world's largest advertisers. It does not get the e-commerce data that would improve ChatGPT's ability to handle product comparisons or purchase recommendations. That data stays inside Amazon's ecosystem, accessible only through Amazon's own AI products.

The decision comes as regulators in the U.S. and Europe examine how big tech companies share data with AI developers. Amazon's move shows a path: participate as a buyer of AI distribution, not as a supplier of training material. Other retailers are watching. Walmart and Target have not placed similar ads yet. The model could spread if the data restriction proves effective.

Amazon declined to comment on the specific terms of the ad deal. OpenAI did not respond to a request for comment. The ads began appearing in ChatGPT's free tier late last week, the report said.

For more on how big tech companies handle AI training data, see Meta Halts Keystroke-Tracking AI Training After Data Leak.