Amazon is making it easier for sellers to quickly create AI-powered generative ads on its platform, sometimes with just one click. The Amazon Ad Video Generator, a free advertising tool introduced in beta last year, now has several new features and is available for sellers in the US to create “photorealistic video assets” in five minutes or less.
The new features include motion enhancements to show products in action, which Amazon believes is best suited to showcasing products such as toys, tools, and wearable accessories. For example, the Video Generator can now create videos that show a person wearing a watch on their wrist and checking the time, instead of just showing a watch on a table. The tool generates six different videos to choose from and allows brands to add their logos to the finished results.
Video Generator can now also create ads with multiple linked scenes that include people, pets, text overlays, and background music. The editing timeline shown in Amazon’s announcement video indicates that the maximum ad length is 21 seconds. The resulting ads are closer to the traditional commercials we’re used to seeing when watching TV or online content, compared to the raw clips generated by artificial intelligence tools like OpenAI’s Sora or Adobe Firefly.
The new video summarization feature can create concise video ads from existing video content, such as demos, tutorials, and social media content. Amazon says that Video Generator automatically identifies and extracts key clips to create new videos formatted for advertising campaigns. There’s also a one-click image-to-video feature that creates shorter GIF clips to showcase products in action.
We’re likely to see Amazon retailers make widespread use of AI-generated video ads now that the tool is publicly available in the U.S. and costs nothing – unless the ads are so compelling that we don’t notice anything at all.
