Creative Agent: faster, smarter ad creative grounded in shopper insight
An AI-powered tool now supports your full creative process - from ideation and scriptwriting to images, video, animation, voiceovers, music, and final ad delivery - powered by Amazon insights. Amazon Ads has introduced Creative Agent in the UK, France, Germany, Italy, and Spain, available inside Creative Studio. Click "chat" and you're working with a conversational partner that researches your product and audience, develops storyboarded concepts, and produces ready-to-run video and display assets.
What it actually does
Creative Agent studies your product pages, brand store, website, and customer shopping signals to understand what makes your offer stand out. It brainstorms concepts, explains the thinking behind them, and shows how visuals and messaging fit your brand. Then it builds multi-scene videos and display ads with animation, music, and voiceovers - ready for Amazon DSP, Sponsored Display, Sponsored Brands, Sponsored Brands Video, Streaming TV, and Brand Stores.
Why creatives will care
High-quality ads typically demand big budgets and long timelines. This puts a strategist, copywriter, designer, animator, and editor at your fingertips - at no additional cost - so you can ship polished creative in hours. That gives you more time to test ideas, iterate, and move on what works.
Built on real shopping intent
The tool is powered by Amazon's retail insights, combining audience signals with your brand assets to generate concepts that match how people actually shop. It learns the product's differentiators and proposes creative that highlights them in ways customers will feel and remember.
Key features
- Intelligent creativity: Analyzes audience signals, product details, brand assets, and positioning to propose resonant themes and angles.
- Conversational interface: Natural back-and-forth - no design software or special training required.
- End-to-end creation: Brainstorming, scriptwriting, image generation, scene animation, voiceovers, music, and final video/display delivery.
- Multi-format support: Assets sized and formatted for Amazon DSP, Sponsored Display, Sponsored Brands, Sponsored Brands Video, and Streaming TV.
How it works (simple example)
Say you're launching a new backpack. You open Creative Studio, hit "chat," and share product URLs, your Amazon detail page, target audiences, brand guidelines, and past ads. Creative Agent researches everything and returns several ad concepts with taglines, visual direction, and messaging rationales. Pick an option or ask for fresh directions.
Once a concept is locked, it generates editable storyboards with scene-by-scene scripts and visuals. You can tweak voice, shot lists, transitions, music, and pacing. Then it outputs multi-scene videos and display ads ready to run across Amazon placements.
What early users are seeing
Hannes Detjen, Founder & Managing Director, Remazing: "We are always looking for innovative solutions that enable us to deliver authentic, localized creative at scale. For OMRON, we rolled out campaigns across UK, Italy, Germany, France and Spain with the goal of strengthening awareness across Europe. Creative Agent proved instrumental in adapting existing materials for different markets - from refining scripts and producing localized audio with regionally appropriate voice options, to adding background music directly within the platform. Its ability to manage linguistic and cultural nuances exceeded our expectations and enabled a fast, efficient launch across multiple countries. As a result, we achieved KPIs comparable across markets, regardless of the level of existing creative assets. We are excited to continue expanding the use of this technology with additional clients."
Dayexi Tomko, Brand Manager, Nestle Health Science: "What truly sets this apart is how it explains its thought process as it's building my creative concept. Not only does this help expand my own perspective, but it consistently reveals insights and angles I hadn't considered that are based on the products I sell."
Destaney Wishon, CEO of BTR Media: "This tool allows us to develop creative ads and scale campaigns for our mid-market clients in ways that simply weren't possible before. The ability to quickly iterate and produce professional-quality ads dramatically changes what we can offer to clients on mid-market level budgets."
Creative control with clear reasoning
At every step, the agent explains what it's doing and why. That transparency makes feedback sharper and revisions faster - down to script beats, VO tone, transitions, or background music. You get speed without losing taste or intent.
Technical foundation
Creative Agent is built on AWS technology and foundation models available on Amazon Bedrock, including Amazon Nova and Anthropic Claude, working in harmony to keep ideation, scripting, visuals, and audio cohesive. Learn more about the platform behind it at Amazon Bedrock.
Where your ads can run
Outputs are built for Amazon placements across Sponsored Brands, Sponsored Display, Sponsored Brands Video, Streaming TV, and Amazon DSP. That makes creative reuse and cross-format testing straightforward.
Practical tips for creatives
- Provide product detail pages, brand store links, and any style/voice rules. The clearer the input, the stronger the first draft.
- Ask for 3-5 distinct creative territories (not just variations). Then test winners across formats and audiences.
- Use localized voice options and scripts for each market; keep visuals consistent while adapting nuance.
- Lock a brand-safe baseline (logo usage, CTAs, color, pace), then iterate scenes and hooks for performance.
Faster workflows, more experimentation
This approach cuts the time and cost of making high-quality ads, so you can ship more ideas, gather signal sooner, and compound what works. Cost isn't the ceiling anymore; your creative judgment is.
Keep learning
Want hands-on workflows and prompts built for designers, editors, and art directors? Explore AI for Creatives. If video is your core deliverable, see techniques and tools in Generative Video.
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