Amazon Ads adds agentic AI to Creative Studio; early users report 12% sales lift

Amazon Ads Adds Agentic AI To Creative Studio: What Creatives Need To Know

Amazon just folded an agentic AI into its Creative Studio, turning it into a chat-first system that can research your brand, output concepts, and produce image, video, and audio-then push assets straight into Amazon ad formats. It's free to use, but you need an Amazon Ads account.

The pitch: reduce production friction and meet the backlog of ideas most teams never ship. Amazon says early users see an average 12% lift in sales on Amazon's platform, based on its internal data.

What changed

The new setup combines Amazon's image, video, and audio generators under a single agent layer. That agent performs deeper reasoning and research using foundation models (including Amazon's own models and Anthropic Claude) and can pull from Amazon's shopping data plus your brand guidelines, product pages, and public social content.

How it works

• Start a chat with your goal (e.g., "drive engagement for [brand/product]").
• The agent analyzes product detail pages, social accounts, and any briefs you upload, plus Amazon shopping insights.
• It proposes short concepts and taglines. You pick a direction.
• It builds storyboards, visuals, and multi-scene videos; can add music or voice-over.
• It outputs assets for Sponsored Brands, Sponsored Display, Brand Stores, and Amazon DSP.

Quality check

Visuals still show some AI tells-warm tones, odd textures, small inconsistencies-though they're cleaner than last year's viral AI ad examples. Expect good "first draft" quality that benefits from a human pass for polish and brand nuance.

Who it's for

Originally aimed at small businesses, this move clearly targets mid-market teams and independent agencies. The angle is volume and speed: lots of concepts, quick testing, and fast iteration inside Amazon's ecosystem.

Will it perform?

Amazon positions this as purpose-built for its own ad products and environments, not a general creative suite. The company reports that adoption rises with each model update, and that advertisers using the AI tools see, on average, a 12% sales lift on Amazon.

The sameness problem

As more brands generate with the same tools, sameness is a risk. Amazon's answer: the agent benchmarks your product against the category to surface distinct angles and supports large-scale variation, which encourages more testing and personalization.

What this means for creative teams

• Your role shifts from maker to editor-strategist. Let the agent draft; you decide the angle, emotion, and guardrails.
• Use the agent to explore more creative territory per brief-then curate hard.
• Push for systemic differentiation: brand voice, narrative tension, visual motifs, and sound cues that the agent can replicate.

Fast workflow to test this week

• Define the goal: awareness, engagement, or conversion. Set 1 KPI (e.g., CTR or PDP view rate).
• Upload a one-page brand brief: voice, audience, value prop, visual do's/don'ts, compliance notes.
• Ask for 5 distinct concepts and taglines; select 2.
• Generate storyboards and 2 short video cuts (6-15s) plus 3-5 display variations.
• QA for artifacting, brand accuracy, and product truth. Fix scripts, VO, color, and typography.
• Run A/B in Sponsored Brands and DSP. Track CTR, CVR, ROAS, and negative signals (scroll-stops vs. bounces).
• Feed learnings back to the agent to refine: keep what pulls attention and trust, cut what doesn't.

Prompt starters

• "Analyze these product pages and this brief. List 5 unique value angles vs. the top category sellers."
• "Propose 7 ad concepts with distinct visual hooks. Include a one-line message and CTA for each."
• "Create a storyboard for a 12s video optimizing for thumb-stop in the first 2 seconds. Provide shot list and on-screen text."
• "Draft 5 taglines under 40 characters each. Prioritize clarity over cleverness."
• "Generate 3 variations for mobile feed and 3 for desktop placements. Note safe areas and text weights."

Asset checklist before launch

• Brand voice rules, word bank, and phrases to avoid
• Logo, color, typography, and layout constraints
• Product truth: spec sheets, claims with proof, compliance notes
• Audience segments and buying triggers
• Hook library: pattern interrupts, motion cues, sonic tags
• CTAs mapped to funnel stage
• Measurement plan: success metric, sample size, and stop/go thresholds

Where to go from here

If your work lives on Amazon, this is worth a structured pilot. Start narrow, measure aggressively, and let the agent produce more options than you normally would-then curate without mercy.

Learn more about Amazon Ads and its creative ecosystem here: Amazon Advertising.

If you want a deeper skill stack for prompt strategy and creative testing, explore: AI Certification for Marketing Specialists.