Amazon Ads has unveiled an agentic AI that takes a blank brief and turns it into a complete ad: script, visuals (stock ones), music, voiceover — the lot. It resides within Creative Studio, as a chatty “chatbot” (not really), and is designed to offer small and midsize brands the creative muscle you can typically only afford if you have big bucks.
The pitch is simple: you share your product, perhaps refresh an asset (or leave it the same), and at no additional cost beyond the price of creatives, receive iterative concepts proposed by the agent in working towards a polished ad for multiple channels with no minimum spend commitment.
- What this AI agent can and cannot really do
- How to try it in Amazon’s Creative Studio beta program
- What’s under the hood of Amazon’s Creative Studio AI agent
- Where it lives in the evolving digital ad landscape
- Practical tips and caveats for using Amazon’s AI agent
- Bottom line for advertisers exploring Amazon’s AI ads
What this AI agent can and cannot really do
It takes care of the creative stack. It even recommends target audiences and angles, suggests taglines and writes scripts for multi-scene spots. It then creates brand-aligned imagery, background music and voiceovers and arranges everything into a short-form video. It ultimately tells its own story, explaining why an idea can resonate and where it found cues to draw from, so you can sign off — or tweak anything.
And because it’s developed off Amazon’s retail knowledge, the agent can read signals from product detail pages, customer queries and category trends to home in on attributes that convert — durability for outdoor gear or ease of use for kitchen tools.
Amazon says the system triangulates “customer shopper signals” with first-party brand inputs to influence creative choices.
How to try it in Amazon’s Creative Studio beta program
- Begin by signing in to Amazon Ads and launching Creative Studio within the Ad Console. Find the new chat experience. There is no minimum budget requirement, and it’s currently available in beta to advertisers on Amazon Ads.
- Give a briefer brief: Link to your product page, intended result (awareness, clicks or sales), audience description, tone and style guidelines for your brand, some headline claims that you can prove or substantiate with data, any essential imagery and CTAs — what did I forget? Paste examples of previous campaigns if you’re looking for the agent to emulate a voice that is familiar to your readers.
- Review the agent’s initial concepts. It usually consists of several paths — a value-driven story, a lifestyle vignette, maybe a performance-focused demo. Ask it to rewrite or expand scenes, switch out calls to action, tweak pacing or localize voiceovers. Or upload your own assets if you want real product shots or a certain logo treatment.
- Once you’re satisfied, confirm the storyboard in order to create your full video. You can then ask for alternate cuts, other aspect ratios or new music and voice tracks. Drive the ad piece into a campaign using Amazon Ads placements, or download the assets to do with as you wish within your media plan and rights.
What’s under the hood of Amazon’s Creative Studio AI agent
The agent involves several models, such as Amazon’s Nova family and Anthropic’s Claude, to tackle reasoning, language processing, and media production. The system marries LLM planning with the more creative assets for imagery, audio and narration and keeps a running explanation of your choices so you can make changes without starting from scratch when updating an ad.
Amazon is framing this as a creativity multiplier, rather than a marketer replacement. In effect, the agent is a turbocharger of ideation and production, while human teams stand by to uphold brand voice, legal compliance and taste. It is that division of labor where teams are finding the biggest time savings reported.
Where it lives in the evolving digital ad landscape
Retail media is the fastest-growing slice of digital advertising, and Amazon is a huge node in it. According to Insider Intelligence, Amazon controls around 14% of US digital ad spend, illustrating why its creative stack is important for performance marketers and up-and-coming brands.
Competitively, Meta has graduated AI creative tools out to advertisers and Google is testing agent frameworks that automate campaign workflows. Generative features are also being slipped into creative suites from Adobe and Canva. Amazon has its leg up with access to commerce data and a closed loop from creative to activation in Ad Console.
Practical tips and caveats for using Amazon’s AI agent
Ground the agent in facts you have evidence of. Supply precise product specifications, certifications and pricing limitations — and be ruthless in refusing any proposed claims that go beyond proof. This is what puts you in the good graces of truth-in-advertising and your creative, on-message.
Audit every asset. Make sure created music and voiceovers adhere to your brand’s standards of inclusivity and tone, that visuals represent the product in a truthful light, and that there is nothing that reflects unintended bias or cultural faux pas. Keep your brand fonts and logos available to hand for consistency.
Use the explainability. Question why one scene or tagline was chosen, ask for alternatives for various audiences, and then A/B test the variants. Teams have reported the transition time between a first draft and testable creatives can fall from weeks to hours when they lean into the agent’s iterative loops.
Bottom line for advertisers exploring Amazon’s AI ads
Amazon’s agentic AI brings end-to-end ad creation into the same console that campaigns run, closing the distance between insight, creative and performance. For advertisers on Amazon — especially those working with limited funds — it’s worth spinning up a quick brief in Creative Studio and seeing how fast you can get to a brand-safe, testable video.
