Amazon Ads Expands Responsive eCommerce Creative — Conversational Prompts Move Off Amazon Onto Third-Party Publisher Sites Beginning July 2026, and In-Banner Video Goes Live for US Advertisers (July 2026)
Amazon Ads has expanded its Responsive eCommerce Creative (REC) display format with two notable additions. Beginning in July 2026, the clickable conversational prompts that previously appeared only on Amazon-owned surfaces are expanding beyond Amazon through REC display ads on third-party publisher sites — a shopper who clicks a product-specific question inside a display ad on a news or publisher site is taken into a conversation with Alexa for Shopping. Separately, in-banner video is now available within REC ads in the US, letting advertisers upload their own video, pull footage from existing campaigns, or generate it with AI, with the system automatically optimizing the top-performing assets. The prompt questions are generated automatically from product detail pages, Brand Store content, and campaign data. Amazon reports REC delivers up to +37% CTR and +26% conversion by adapting the creative to publisher context and shopper intent, that nearly 20% of shoppers who interact with a prompt continue the conversation with Alexa for Shopping, and that 7 in 10 customers who purchase after clicking a Sponsored Brands prompt are new to the brand.
Real-World Impact
Amazon says REC adapting to publisher context and shopper intent drives up to +37% click-through rate and +26% conversion, and that nearly 20% of shoppers who tap a prompt continue the conversation with Alexa for Shopping.
Key Points
- Beginning July 2026, REC conversational prompts expand beyond Amazon onto third-party publisher sites; clicking a product-specific question opens a conversation with Alexa for Shopping
- In-banner video is now available within REC ads in the US — advertisers can upload video, source it from existing campaigns, or generate it with AI, and the system auto-optimizes top-performing assets
- Prompt questions are drawn automatically from product detail pages, Brand Store content, and campaign data
- Amazon reports REC delivers up to +37% CTR and +26% conversion by adapting to publisher context and shopper intent
- Nearly 20% of shoppers who interact with a prompt continue the conversation with Alexa for Shopping
- 7 in 10 customers who purchase after clicking a Sponsored Brands prompt are new to the brand, per Amazon
- REC uses rich media layouts — lifestyle images, video, logos, and dynamic copy — that adapt by surface, from full-bleed cinematic on Fire TV to editorial-style on news sites
What You Should Do Now
- 1Review your Brand Store content and product detail pages, since REC pulls the auto-generated prompt questions from them — weak detail-page copy produces weaker prompts
- 2Test in-banner video in your US REC campaigns using existing campaign footage or AI-generated video before committing budget
- 3Plan for off-Amazon prompt interactions by making sure your Alexa for Shopping conversational experience answers the questions shoppers are most likely to ask
- 4Track the new-to-brand signal — Amazon reports most prompt-driven Sponsored Brands purchasers are new to the brand — when evaluating whether prompts justify their spend