Amazon Gives Advertisers More Control Over Alexa Responses

Amazon has given advertisers more control over its AI-powered assistant Alexa with the launch of Branded Conversations, an ad format that appears when consumers interact with Alexa for Shopping.

The new feature, unveiled at Amazon's UnBoxed advertising event in San Francisco, allows brands to influence the experience people have when they click on prompts surfaced within Alexa for Shopping.

Previously, Alexa for Shopping pulled information from an advertiser's catalog and store on Amazon. Advertisers can now add their own information to the experience.

In one example, an advertiser might want to explain how their products differentiate from competitors or how different products complement each other.