Retail brands already advertise inside ChatGPT, appearing as sponsored cards when someone asks what to buy. Here is how selling through ChatGPT actually works today, and which e-commerce brands are doing it.
| Brand | Category | Placements |
|---|---|---|
| Quince | Fashion & Apparel | 14 |
| Bed Bath & Beyond | Furniture & Home Decor | 14 |
| Rugs USA | Furniture & Home Decor | 10 |
| Castlery | Furniture & Home Decor | 8 |
| Desky | Furniture & Home Decor | 8 |
| Hungryroot | Food & Beverage | 8 |
| iHerb | Beauty & Skincare | 6 |
| Schwarzkopf | Beauty & Skincare | 6 |
| Fulton and Roark LLC | Beauty & Skincare | 6 |
| NOBULL | Fashion & Apparel | 5 |
There is no keyword auction and no product grid. When someone asks ChatGPT for a recommendation, a sponsored card can appear below the answer. You get there by advertising through OpenAI's Ads Manager and describing, in plain language, the shopping situation your product fits.
| Google Shopping | ChatGPT | |
|---|---|---|
| Targeted by | Keywords + product feed | Natural-language context hints |
| Looks like | Product grid on a results page | Sponsored card inside an answer |
| Buying moment | Active product search | Asking for a recommendation |
| Creative | Pulled from catalog | Written title, description, link |
Commerce advertising inside ChatGPT is not limited to general retail. These consumer categories all have real sponsored results in our dataset.
Where the authority sits. OpenAI's own merchant and advertising documentation is the source of truth for program rules, feed requirements, and checkout. What we contribute is the evidence layer: the real sponsored results we have captured inside ChatGPT, and who is running them.
The questions people actually ask.
Yes. Consumer and retail brands run sponsored results inside ChatGPT, which appear as labeled cards below a relevant answer, typically when someone asks for a product recommendation or comparison. We have captured ads from 373 advertisers across consumer commerce categories, including Quince, Bed Bath & Beyond, Rugs USA, Castlery.
Selling through ChatGPT today means advertising into the moments where people ask for product recommendations. You advertise through OpenAI's Ads Manager: get access, target an ad group with natural-language context hints describing the shopping situation your product fits, and write a creative that reads like a useful recommendation. OpenAI's own merchant and shopping documentation is the authority on any product-feed or checkout program.
Google Shopping matches a query to a product feed and shows a product grid. ChatGPT ads are targeted with context hints, natural-language descriptions of the situation rather than keyword or query matches, and render as a sponsored card inside a conversational answer. The buying moment is a recommendation conversation, not a results page.
In our captured sample, consumer brands appearing across fashion, beauty, home, electronics, and food categories include Quince, Bed Bath & Beyond, Rugs USA, Castlery. We track 373 advertisers across consumer commerce categories in total, and the full list is browsable.
Not for standard sponsored results, which are written as a title, description, and link rather than pulled from a catalog. Product-feed and merchant integrations are a separate, evolving part of OpenAI's commerce work, so check OpenAI's merchant documentation for current requirements.
What a product feed is for and where the spec lives.
Published CPM and CPC, and what a budget buys.
Questions about the data, a brand you expected to see, partnerships, or access to the intelligence layer. We read every message.