Overview

Amazon has launched Creative Agent, an AI‑driven service that lets sellers build streaming‑TV commercials, display banners, video spots, and audio ads at no production cost. Unveiled at the Unboxed 2025 event, the tool integrates directly into the Amazon Ads console, opening premium video inventory to merchants of any size.

Key Points

• Zero‑Cost Production — The platform creates full‑length TV spots, voice‑overs, music tracks and motion graphics without charging sellers, removing the $25K‑$150K barrier that previously limited TV advertising.
• All‑In‑One Creative Brief — One set of campaign details generates display, video, audio and streaming‑TV assets simultaneously, ensuring brand consistency across Amazon’s ad ecosystem.
• Conversational Input — Sellers type plain‑language prompts such as “highlight the waterproof feature for outdoor enthusiasts,” and the AI translates the request into scripts, visuals and targeting recommendations.
• Retail‑Signal Powered — Creative Agent pulls real‑time Amazon data—conversion rates, review sentiment, search trends and category benchmarks—to decide which product attributes to spotlight.
• Instant A/B Testing — The system delivers multiple creative variations for the same campaign, enabling sellers to test different messages on Prime Video and Fire TV without extra spend.
• Seamless Integration — Finished assets feed directly into Sponsored Brands, Sponsored Display, Amazon DSP and streaming‑TV placements, eliminating manual uploads or third‑party editing.

How Creative Agent Works

1. Brief Submission — The seller opens the AI Studio or Ads console, selects Creative Agent, and enters a brief (e.g., “launch a new insulated water bottle targeting hikers aged 25‑45”). The interface accepts natural language and optional file uploads.
2. Data‑Driven Ideation — The AI scans the seller’s catalog, recent review highlights, and Amazon’s category‑level performance data. For the water bottle example, it might prioritize “keeps drinks cold for 24 hours” and “BPA‑free” because those attributes show the highest conversion lift in the outdoor gear segment.