Amazon's DSP update, live since July 1, added a new capability to Responsive eCommerce Creative (REC, an automated, dynamic display advertising format used within the Amazon DSP) ads called "Prompts on REC." It's bundled into the "Enhance creatives with AI features" checkbox under the Optimization section of REC creative setup. Check it, and your REC ad on a third-party publisher site can surface an interactive, question-style cue - like "What hair type is this best for?" Tap it, and the shopper enters a conversational experience powered by Alexa for Shopping, getting detailed answers, asking follow-ups, seeing product details, and buying directly on Amazon.
Key takeaways
- Prompts on REC isn't standalone - it's bundled with AI title/headline optimization and auto-sourced images/videos under one checkbox, so there's no way to run prompts in isolation.
- Prompts are pre-generated from your Product Detail Pages, Brand Store content, and campaign keywords, and reviewed via automated checks, human audits, and fact-checking before going live.
- There's no prompt-level reporting yet - only overall REC campaign performance in DSP Report Center - so a clean A/B test on prompts alone isn't possible today.
- It only shows on third-party publisher sites, not Amazon.com, where separate Sponsored Products/Sponsored Brands prompts appear instead.
How it works
Once "Enhance creatives with AI features" is checked, prompts become automatically eligible to show - no extra creative production, configuration, or budget needed. The content comes from Amazon's first-party signals: your PDPs, Brand Store content, and campaign keywords. It's pre-generated rather than created in real time, and passes quality control including automated reviews, human audits, and fact-checking. Better PDP and Brand Store content is the lever for better prompts.
What you can control
- Opt in: Check "Enhance creatives with AI features" on your REC creative.
- Opt out: Uncheck the same box - at the creative level or account-wide ("remember this choice").
- Improve quality: Update PDP and Brand Store content, and prompts adapt accordingly.
Where this still falls short today
- US only, with global expansion being explored but no timeline yet.
- Third-party publisher sites only - not on Amazon.com, where SP/SB prompts live instead.
- No prompt-level reporting. Brands see overall REC campaign performance in DSP Report Center.
- No clean A/B test. The closest workaround is running two line items, AI optimization on vs. off, and comparing overall lift, but it's not a very good way to run the test.
- Gradual scaling and no added cost - same pricing model as standard REC.
FAQ: Prompts on REC and Alexa Shopping
Part of Amazon's REC 2.0 update, live since July 1. It embeds interactive prompts in REC ads on third-party sites, opening into a conversational Alexa for Shopping experience.
Prompts on REC is still early - no prompt-level reporting, no clean way to test in isolation, and limited to the US and third-party sites for now. But it's a new surface worth watching as retail media develops.
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