Amazon announced on Thursday, September 10, a partnership with OpenAI, allowing its advertisers to place ads within ChatGPT, initially available to select brands in the U.S. market. This move signals a vote of confidence from Amazon, the world's largest online retailer, in OpenAI's burgeoning advertising business, which has already reached an annualized revenue of $1 billion. Amazon had previously restricted external AI platforms from accessing its e-commerce platform but has recently begun running ads on ChatGPT, becoming the platform's largest retail advertiser between April and August. Amazon stated that conversational advertising represents the fastest-growing opportunity for brands to reach customers.