See the questions shoppers ask Amazon's AI
The Alexa for Shopping (Rufus) Prompts report reveals the exact conversational text shoppers typed that triggered your Sponsored Products and Sponsored Brands ads. Synced automatically, queryable through Claude, ChatGPT, or any MCP client.
What the Prompts report shows
When a shopper chats with Amazon's AI assistant and your ad serves against their question, that conversational text lands in this report. It is the closest thing to a feed of what shoppers actually ask.
The literal prompt
The exact question or descriptive phrase the shopper typed — "how well does it block office noise?" — not a keyword.
SP & SB coverage
Both Sponsored Products and Sponsored Brands. SP prompts are attributable to the ASIN; SB adds new-to-brand metrics.
Impressions, clicks, spend
Standard ad metrics per prompt — but the spend is already inside your campaign totals, never on top of it.
Already running
Amazon auto-enrolled SP and SB campaigns into chat placements in 2026. Most US accounts already pay for them — few have looked.
What you can figure out
The prompts trace back to your listing's own bullets and attributes, not your bids — so they are direct evidence of which product details shoppers care about.
Which attributes shoppers ask about
A prompt asking about a decibel rating or a certification is telling you that spec belongs in your structured attributes and bullets — not buried in the description.
Listing copy, grounded in real questions
Turn recurring prompts into bullet rewrites that answer them directly. The lever on which prompts you serve is listing content, not bids.
Your true share of conversational spend
Measure what fraction of SP or SB spend is going to chat placements — reported honestly as a share, never double-counted as extra spend.
Top prompts by volume
Rank the questions driving the most impressions. Your AI normalizes near-duplicate phrasings so one question doesn't fragment across rows.
Category intent, not just keywords
Prompts are attribute-level intent — the use cases, comparisons and concerns shoppers voice — a layer keyword reports never capture.
Paired with your other reports
Cross-reference prompts with search terms, Search Query Performance and sales in one conversation. See Search Query Performance.
How it works
No setup beyond connecting Amazon Ads. The report syncs on its own.
Connect Amazon Ads
Free. Takes a couple of minutes on the Integrations page.
Prompts sync automatically
US accounts get the report daily, with history backfilled to Amazon's retention floor.
Ask in plain language
"What are shoppers asking that my ads serve against?" Your AI writes the query and returns the answer.
Improve the listing
Feed recurring prompts into bullet and attribute rewrites — then watch which prompts you serve shift.
Frequently Asked Questions
It is an Amazon Ads report showing the literal conversational text a shopper typed in an Alexa-for-Shopping (formerly Rufus) chat that caused one of your ads to serve. Sponsored Products and Sponsored Brands campaigns were auto-enrolled into these chat placements in 2026 and bill against existing CPC budgets, so most US accounts are already paying for them — often without ever seeing the report.
Marketplace Ad Pros syncs the Prompts report automatically when you connect Amazon Ads. Query it through Claude, ChatGPT, or any MCP client — ask the report analyst questions like 'what share of my Sponsored Products spend served against conversational prompts in the last 30 days?' or 'show my top prompts by impressions.' It is not on the public REST API yet; access is through AI and run_report_sql.
No. Prompt cost is already inside your Sponsored Products and Sponsored Brands campaign totals — the same billed click reported at a different grain. Never add prompt spend on top of ad spend, and never treat it as incremental in ACOS or TACoS. The honest framing is 'X% of your SP spend served against conversational prompts,' typically around 0.4 to 1 percent.
The United States only, as of 2026. It is the only marketplace where Amazon exposes this report; Canada, the UK, Germany and Australia were probed and rejected. A non-US account has no prompt data and will not until Amazon expands. Marketplace Ad Pros holds roughly the last 90 days of history, backfilled to Amazon's retention floor.
Both report the shopper's conversational prompt text. Sponsored Products prompts are attributable down to the ad and ASIN. Sponsored Brands prompts cannot be broken down by ASIN — they carry ad-level and new-to-brand metrics instead. Near-duplicate phrasings are separate rows in both, so normalize before ranking top prompts.
See What Shoppers Ask Your Ads
Connect Amazon Ads free. The Alexa for Shopping Prompts report syncs automatically.
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