Amazon Ads enhances generative AI video capabilities
Amazon is providing advertisers with advanced artificial intelligence-based video creation and editing functionality.
In an email to Chain Store Age, Amazon said its Amazon Ads online advertising platform is upgrading the generative AI-based video generator it launched in October 2024. At the time of its release, the video generator tool could curate custom AI-generated videos tailored to a product's distinct selling proposition and features using a single product image.
Amazon Ads is rolling out enhancements to its video generator and making it available to all U.S. advertisers. The tool now utilizes advanced AI techniques that create realistic shots of products in use, allowing it to move beyond displaying a product in a lifestyle scene to show the item in action, such as showing a watch on someone’s wrist as they check the time.
Video generator also offers the creation of multi-scene videos with text animations and background music. According to Amazon, recent AI updates have also led to smoother frame transitions and inclusion of pets and humans.
Advertisers will now receive six different videos to choose from, and can also upload existing videos, such as social media content, demos or tutorial videos, and the video generator will use AI to identify key clips, extract them, and summarize the clips into optimized ad content to generate a new video that is in the right format and length to be used in an ad campaign.
In addition, brands can now upload their logos to be incorporated into videos and soon Amazon will allow advertisers to add brand guidelines and key selling points to further customize content. Comprehensive editing tools allow advertisers to modify headlines and adjust logo placement, giving them more control over the final video ads.
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Amazon Ads video generator campaign creation. -
Amazon Ads video generation.
Other enhancements include a new capability to let advertisers transform an image into a short, single-scene motion video depicting the product in action in a single click.
"Our journey with generative AI for advertising began with an image generator which simplified still image creation," said Richman. "We then expanded to video generator, which transformed how advertisers could create motion content. Now, with this enhanced version of video generator, we're taking another significant leap forward in creative capabilities—all while maintaining the simplicity that makes these tools accessible to advertisers of all sizes."
[READ MORE: Amazon bolsters ad capabilities with generative AI images]
Other generative AI solutions Amazon Ads has released include AI creative studio and audio generator. Audio generator is designed to make it easier to build and activate new campaign creatives with little more than information from an Amazon product page.
Meanwhile, AI creative studio brings Amazon Ads AI-powered creative generators into a single application that lets advertisers build and scale campaigns in various ways.
