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The structural problem for AI platforms trying to build ad businesses is advertiser demand: the pools of retail budget that accumulate inside closed marketplace ecosystems and rarely reach outside them.
Amazon controls one of the largest such pools on the internet. The company is now letting its advertisers run inside ChatGPT, giving OpenAI's ad business a direct line to established retail spend.
The significance starts with what Amazon had been. The company was hesitant to connect its webstore ecosystem to external AI platforms, keeping its large advertiser base inside its own properties.
That posture was a material constraint for platforms like ChatGPT, which can have audience scale but fewer of the established demand relationships that make an ad operation functional.
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