Amazon is turning to ChatGPT to promote Prime Day, using the AI chatbot as a new advertising channel for its biggest shopping event of the year. A search for “best deal on Apple 11-inch iPad” surfaced a sponsored Prime Day ad directing shoppers to Amazon’s sale, according to independent e-commerce analyst Juozas Kaziukėnas. When clicked upon, the ad sends shoppers to Amazon’s e-commerce site. Kaziukėnas shared a screenshot of Amazon’s Prime Day ad with Modern Retail.

Kaziukėnas told Modern Retail that Amazon’s decision to advertise Prime Day on ChatGPT “is really just a test,” as companies experiment with the AI chatbot’s advertising offerings. OpenAI began selling sponsored placements in ChatGPT earlier this year, with advertisers including Williams Sonoma, Bed Bath and Beyond, and The Knot.

“Many other companies are trying to understand how well this platform can perform,” Kaziukėnas said. “That’s why Amazon and everyone else is doing these ads. You need to figure out how to target them well, and then you can see if it makes sense economically to run them.”

Amazon declined to comment.

Screenshot of Prime Day ad on ChatGPT via Juozas Kaziukėnas