SEATTLE — Amazon Ads is expanding its suite of generative AI-powered creative tools, debuting an enhanced version of its Video Generator—a solution designed to help advertisers of all sizes produce high-quality, motion-rich video content that showcases products in lifelike, real-world settings. The tool enables advertisers to create compelling video ads faster and at scale, helping brands connect with shoppers through immersive, story-driven content.
The upgraded Video Generator offers several new features to improve creative quality and ease of use. These include multi-scene videos with animated text and background music, improved visual realism that places products in action (such as a watch on a wrist or a mug on a picnic blanket), and one-click motion transformations from static images. Advertisers can choose from six unique video variations per campaign, making it easier to test creative strategies and drive performance.
“AI technology has rapidly evolved—and so has Video Generator,” said Jay Richman, VP of product and technology at Amazon. “Over the last nine months, we've continued to push the boundaries of what's possible, resulting in an enhanced version of Video Generator that creates more sophisticated, high-motion video ads where the product blends seamlessly into the action or scene. This benefits advertisers and shoppers by bringing a product to life and showcasing its unique value.”
Expanding the Generative AI Toolbox
The Video Generator is just one component of Amazon Ads’ growing arsenal of AI-driven creative tools designed to reduce friction in ad development and expand access to premium-quality advertising. Other solutions now available or in beta include:
- AI Creative Studio: This centralized platform brings together Amazon’s AI-powered image and video tools into a single workspace, enabling advertisers to concept, create, and refresh content across formats with ease. Users can generate ads from a single product image, refine content, and store unlimited assets for future use. A built-in AI Gallery offers inspiration through re-creatable themes and ad formats—such as turning a plain product photo into a zen-themed lifestyle image.
- Audio Generator: Within minutes of linking to a product detail page, advertisers can generate professionally voiced 30-second audio ads. Designed to streamline entry into audio advertising, this tool helps brands reach customers while they’re listening to streaming content. Currently in beta for Amazon DSP advertisers, Audio Generator aims to democratize high-quality audio creative for a broader range of businesses.
- Image Generator: Using generative AI, this tool transforms simple product images into rich lifestyle visuals. For example, a plain photo of a ceramic mug can be transformed into a scene of a peaceful picnic, helping shoppers imagine the product in their own lives.
- Enhance My Listing: Available to Amazon sellers, this generative AI tool uses existing product information to automatically improve product listings with clearer, more engaging content. The tool is designed to simplify listing optimization, helping sellers stand out in increasingly competitive categories.
With this suite of AI tools, Amazon Ads is positioning itself at the forefront of retail media innovation, offering scalable creative support to advertisers navigating a more complex, omnichannel shopping environment. As retail media continues to grow and brands seek more personalized and performant content, Amazon’s tools aim to eliminate traditional creative bottlenecks—speeding up production cycles and reducing the need for external design resources.
The enhanced Video Generator and related tools also align with shifting consumer behaviors. Shoppers increasingly expect more visual, interactive, and informative ad experiences, especially when making purchase decisions online. By enabling advertisers to show products in motion and in context, Amazon aims to increase customer confidence and improve conversion rates.
Amazon Ads has confirmed that these AI creative tools are currently available in beta for U.S. advertisers, with plans for broader availability and additional features in the future. The move underscores Amazon’s long-term commitment to integrating AI across its ad stack, helping brands create smarter, faster, and more engaging campaigns across formats and platforms.
