Amazon Launches Creative Studio, an AI Agent That Produces Ads Across Its Platforms
Amazon's Creative Studio, built into the ads console, researches your brand and makes video ads for Prime Video and other Amazon properties. Faster concepts, more control.
Amazon's Creative Studio: An AI Agent That Makes Ads For Amazon's Own Platforms
Amazon has put an AI "creative partner" directly inside its ads console. The new Creative Studio can research your brand, generate concepts, and autonomously produce video ads for Amazon's owned properties like Prime Video-without the usual production bottlenecks.
"It's a comprehensive agentic AI system that acts like a full service creative partner," said Jay Richman, vp of product and technology at Amazon Ads. "It conducts research, generates new ideas, and autonomously operates our many creative tools on behalf of the advertiser."
What it does
- Analyzes your brand inputs and past performance to inform direction.
- Generates creative territories, scripts, and lightweight storyboards.
- Produces and adapts video assets for placements across Amazon's owned-and-operated properties.
- Lives inside the Amazon ads console, spanning Sponsored Ads and the DSP.
Why creatives should care
- Faster concepting: move from brief to testable variations in hours, not weeks.
- More iterations: explore multiple directions without blowing the budget.
- Less grunt work: focus on narrative, brand voice, and finishing touches.
How to work with it (and keep control)
- Start with a tight brief: customer insight, value prop, CTA, and brand guardrails.
- Feed assets: logo, product shots, tone guidelines, and any mandatory lines.
- Ask for range: request 3-5 distinct creative directions before you refine.
- Iterate with intent: specify what to change (hook, pacing, VO style, visual language).
- Lock the brand: define hard rules for colors, typography, claims, and legal text.
Example workflow (30-60 minutes)
- Brief: "Mid-market CPG launch for Prime shoppers; convert new-to-brand; 15s video."
- Generation: 4 concepts with scripts, hooks, and matching visuals.
- Refinement: keep Concept 2; punch up first 3 seconds; add product demo beat; clearer CTA.
- Output: 3 variations for A/B/C tests across Prime Video placements and adjacent inventory.
Where your ads can run
Creative Studio supports Amazon's owned-and-operated properties, including Prime Video. Because it sits inside the ads console, you can route outputs into Sponsored Ads and the DSP for broader campaign coverage across Amazon properties.
Smart questions to ask your team and Amazon Ads
- Approval flow: who signs off on scripts, VO, and final cuts?
- Edit rights: can we tweak timing, typography, VO, and music before launch?
- Usage rights: what's the policy on AI-generated visuals, voice, and music?
- Data use: how are our inputs and performance data used to inform future outputs?
- Measurement: which lift studies and brand metrics are available for Prime Video placements?
Getting started
- Check your Amazon ads console for access to Creative Studio.
- Prep a modular asset kit: logo lockups, product PNGs, short clips, and on-brand music beds.
- Set clear testing plans: 3 hooks, 2 CTAs, 2 visual treatments; define success metrics upfront.
