# Advertisers Shape Alexa Responses

> Amazon lets brands control how Alexa answers shopping queries.
- Title: Advertisers Shape Alexa Responses · Adweek | Shortify
- Summary: Amazon lets brands control how Alexa answers shopping queries. Advertisers can now add product expertise and recommendations to Alexa conversations…
- Keywords: amazon, alexa, branded conversations, sponsored brand, review requests, amazon unboxed, Advertisers, Shape, Responses, Adweek
- Source: Adweek — https://adweek.com/commerce/advertisers-can-directly-influence-amazons-alexa-responses
- Author: Lauren Johnson
- Published: 2026-09-29T13:01:26+00:00
- Read time: 1 min
- Topics: amazon, alexa, branded conversations, sponsored brand, review requests, amazon unboxed
## New Alexa Feature
Amazon launched Branded Conversations at UnBoxed event.
## Brands Control Responses
Advertisers add text to influence Alexa shopping experiences.
## Sponsored Brand Prompts
20% of shoppers engage with brand prompts after clicking.
## Brand Expertise Added
Brands share product knowledge and storytelling in responses.
## Review Requests
Amazon helps brands collect reviews faster with new ad format.
## 1000 Reviews Target
Advertisers get 1000 reviews within a week of delivery.
## Key takeaway

Advertisers can now add product expertise and recommendations to Alexa conversations, improving relevance for shoppers.