Follow Us
Amazon Ads has rolled out its AI-powered Video Generator for advertisers in India, marking what Kabir Bedi, Head of Product for Generative AI, Creative Experience at Amazon Ads, calls a step-level change in how brands can create and scale video advertising. The tool, which is part of a global expansion across Canada, France, Germany, Italy, Mexico, Spain and the United Kingdom, allows advertisers to produce high-quality, multi-scene video ads in minutes at no additional cost and without any production expertise.
“Traditionally, advertisers have been showing their products on a white background because those are the assets easiest to produce,” Bedi said. “But shoppers want to see products in their natural context, in lifestyle scenarios. In 2023, we launched Image Generator, which could create backgrounds around product images. The limitation then was that if you were selling a watch, for example, it might just stand vertically on a table. It couldn’t show how a watch actually looks on someone’s wrist.”
Bedi explained that the new generation of models now overcomes those constraints by generating realistic imagery of products being used. “Now, we can show a glass being held, or a camera being used. That’s a major change because it lets advertisers demonstrate products in action rather than just how they look. And that’s what led to our latest video generation technology.”
At the core of this new offering is Creative Studio, Amazon’s integrated creative workspace. “Advertisers in India will see the new Creative Studio homepage,” he said. “They can now generate video ads simply by selecting the product they want to promote, entering the ASIN, and hitting generate. There’s no prompting required, no additional information to feed in. We automatically retrieve product and brand data from the product page, and within three to four minutes, we generate up to six videos for them.”
He added that while the system automates everything from scene selection to music and headlines, advertisers can still edit their videos. “They can swap scenes, add their logo, or adjust images if they want to. It’s easy, and all free of cost. Once the videos are ready, advertisers can create Sponsored Brands video campaigns directly from Creative Studio.”
The launch follows a strong pilot phase in the United States. Bedi said the company has seen near 400 percent quarter-over-quarter growth in campaigns created through the Video Generator and that over 60 percent of the products advertised using it had never been promoted with video before. “We’re really happy with the results because it shows how this tool is democratizing video advertising,” he said. “We are unlocking access for a new group of advertisers who have never done video ads before, and for those who already have, we’re allowing them to go much deeper into their catalog.”
In India, Amazon Ads is going for a full-scale rollout from day one. “This is launching to all advertisers in India today,” Bedi said. “It’s part of a broader international rollout where we’re also expanding to Canada, Mexico, the UK, France, Italy and Spain.”
The technology builds on years of experimentation with AI-generated creative assets. “In the U.S., we launched this in open beta last November and made it generally available in June,” Bedi said. “Since then, advertisers have responded enthusiastically. We’ve learned a lot, and we’re confident the tool will meet the needs of advertisers globally, especially those who previously lacked resources for video production.”
According to Amazon Ads’ press release, the Video Generator leverages product detail pages and audience insights to craft multi-scene videos with smooth transitions, background music and automatically generated text. It also includes an intelligent summarization feature that extracts and edits key clips from existing videos to create optimized ad formats. The company claims that the technology allows brands to transform static product images into realistic, high-motion visuals that better communicate value to shoppers.
As Kapil Sharma, Director of Amazon Ads India, said in the announcement, “In India, many advertisers – especially small and medium-sized businesses – have told us about the challenges of creating compelling video content. Video Generator addresses this directly by enabling advertisers to transform a single product image into sophisticated video options. This innovation democratizes access to video advertising for businesses of all sizes and enables them to tell their product stories more effectively.”
During the interview, Bedi demonstrated examples of the new tool in action. “We’ve enhanced photorealism significantly,” he said. “You can see how milk pours from a jar into a bowl, or how a watch looks on a model’s wrist. These interactions look real because our models have evolved to replicate real-world behavior.” He added that the AI now supports multi-scene storytelling with different settings, backgrounds and transitions, accompanied by music and headlines that match the product’s tone and category.
When asked about the underlying models, Bedi said Amazon uses a combination of in-house and external technologies. “Some of the models are hosted on Amazon Bedrock, like Amazon Nova, but we also use other industry models,” he said. “No single model works best for every use case. We want to ensure we’re always delivering the highest-quality output for shoppers and advertisers.”
He also emphasized that the company has implemented several safeguards to ensure responsible use of generative AI. “We use input and output filters, moderation systems and other guardrails to prevent any potential misuse of intellectual property,” Bedi said. “Advertisers are expected to review their videos and ensure they comply with copyright laws and our terms and conditions. We will always comply with local regulations and continue adapting our models as AI governance frameworks evolve.”
The technology, Bedi said, has found traction across a wide range of product categories. “We’re seeing adoption across health and personal care, beauty, home, kitchen and electronics,” he said. “These are categories where showing the product in use adds real value. But we’re also seeing uptake across the board because the advertisers who couldn’t afford video production earlier now can, instantly.”
The Video Generator is available free of cost through Creative Studio for all advertisers. It can be used to create Sponsored Brands video ads across search and product placements on Amazon.
The tool’s launch underlines how quickly generative AI is reshaping creative production in digital advertising. By removing cost and technical barriers, Amazon Ads is attempting to give every brand, regardless of size, the ability to tell its story through video. As Bedi put it, “Our goal is simple. We want to make creative tools accessible, intuitive and powerful enough that any advertiser, anywhere, can tell their story beautifully.”