Amazon Ads Creative Agent: Free AI Video Ads and How to Test Them

You can make Amazon video ads with AI for free using Creative Agent, a conversational tool inside Amazon Ads Creative Studio. You describe what you want, it pulls information from your product pages, Brand Store and website, and it produces storyboards, video and display ads for Sponsored Brands, Sponsored Display, DSP and Streaming TV at no extra cost.

The catch is the usual one with AI creative: it is fast and cheap to make, and easy to make badly. Below is what the tool does, where it is available, how to use it, and the test we would run before putting real budget behind it.

What is Creative Agent, and where is it available?

Creative Agent is Amazon’s AI creative assistant. It works as a chat: you brief it, it researches your product and audience, proposes concepts, and builds ads you can edit.

The rollout has been gradual, and different articles give different “launch” dates because they are covering different countries:

In the US, PPC Land reports it is open to vendors, registered sellers, and both managed-service and self-service advertisers. If you sell in another marketplace, check Creative Studio in your Ads console.

Amazon’s Spanish press release says it is built on AWS using Amazon Bedrock foundation models, including Amazon Nova and Claude by Anthropic.

What can it actually make?

According to Amazon’s press release, the agent can draw on:

• your conversational prompts and brief
• your product detail pages and Brand Store
• your website, brand guidelines and previous ads and images
• your target audience details and Amazon shopper signals

And it produces:

• display ads, including animated versions
• multi-scene video ads with animation, music and voiceover
• storyboards with editable scenes

The ad products it is listed for are Sponsored Brands, Sponsored Display, Amazon DSP, Streaming TV and Brand Stores. Sponsored Products is not on that list. If your main interest is the newer Sponsored Products video format, you may need to produce those clips separately.

Amazon’s pitch is speed and access. Phil Christer, managing director of Amazon Ads UK, told Retail Gazette it gives “every advertiser and agency access to the kind of strategic, high-quality creative support that once only large brands could afford.” That is a fair description of the opportunity for a small brand that has never had a video ad. It says nothing about whether the ads perform, and we have not seen independent performance data.

How do you make an ad with it?

The workflow, based on Amazon’s description:

1. Open Creative Studio in the Amazon Ads console and start Creative Agent.
2. Give it a real brief. Product, audience, the one thing the shopper should remember, and what you do not want (claims you cannot make, styles that are off-brand). A vague prompt gets a generic ad.
3. Point it at your best assets. Your detail page, Brand Store and website feed what it writes. If those are thin, the ad will be too. Strong lifestyle images help.
4. Review the concepts and storyboard. Edit scenes before it renders video. This is the cheapest point to fix a bad idea.
5. Generate, then check every frame against the quality checklist below.
6. Export to the campaign (Sponsored Brands, Sponsored Display, DSP or Streaming TV) and launch at a test budget.

How should you test it?

Because the tool is free, the cost is not the tool. It is the ad spend you put behind a weak ad and the brand damage of something that looks cheap. So we treat its output like any untested creative.

Here is the three-ad test we would run on a Sponsored Brands video campaign:

Run all three in the same campaign with the same targeting and budget split, for at least two to four weeks or until each has enough clicks to compare. Judge on cost per order and new-to-brand sales, not just click-through rate. An eye-catching video that attracts the wrong shoppers is worse than a plain one.

We are not publishing client results from this test here. When we have results we can share with permission, we will. Until then, anyone quoting large performance lifts for AI-generated Amazon ads should be asked where the numbers came from.

What makes AI ads look cheap, and what should you check?

Common problems with AI-generated product video, and the checklist we use before anything goes live:

1. Is the product accurate? Colors, size, parts, packaging and what comes in the box must match the real item. A shopper who receives something different leaves a review.
2. Are the claims true and allowed? Remove anything you cannot substantiate, especially health, safety or performance claims.
3. Are there AI-generated people? Synthetic people raise disclosure questions. Read our post on Amazon’s AI-generated model label and confirm current ad policy before using them.
4. Does the voiceover sound like a person would say it? Stilted scripts are the fastest giveaway.
5. Does the first second show the product? Many generated videos open with mood shots. Shoppers scroll past.
6. Is the text readable on a phone? Few words, large type, high contrast.
7. Is it on brand? Fonts, colors, logo use and tone. Feed it your brand guidelines and still check.
8. Would you be happy if a retail buyer saw it? If not, do not run it.

If the output fails more than two of these, use it as a storyboard and have a person produce the final version. Our design team does exactly that kind of finishing work.

Where does this fit in your ad plan?

Creative is becoming the main thing that separates advertisers as Amazon automates targeting and selection. The headline and lifestyle image are disappearing from Sponsored Brands as Product Collection ads are retired, and ad costs per unit keep rising, as we explain in why your ACoS keeps rising. A free tool that produces more video variations is useful in that world, as long as someone with judgment decides which ones run.

What we'd do this week

• Open Creative Studio and check Creative Agent is available in your marketplace.
• Write a one-page brief for your best-selling product: audience, one key benefit, banned claims, brand guidelines.
• Generate two versions (light edit and heavy edit) and run them through the eight-point checklist.
• Set up the three-ad test in one Sponsored Brands video campaign with an equal budget split.
• Put a date four weeks out to compare cost per order and decide what to keep.

If you want help briefing or judging the output, our Amazon PPC team runs these tests for clients. Availability and features here are as of October 2026; check the Ads console for current details.

The same logic is reshaping Meta, where more creative variety now matters more than tight targeting. See how Meta Andromeda changed creative volume.