Amazon Ads has launched Creative Agent, a free AI tool inside Creative Studio that handles the full ad creation pipeline from concept to finished video. The tool generates scripts, images, animations, voiceovers, and music, then delivers completed ads ready for Sponsored Brands, Amazon DSP, and Streaming TV placements.

What Happened

Creative Agent works through a conversational interface. Advertisers provide product pages, brand guidelines, and audience details, and the agent proposes concepts, creates storyboards, and generates multi-scene video ads with synchronized voiceovers and background music. The tool launched in the US in September 2025 and expanded to the UK, France, Germany, Italy, and Spain in February 2026.

The system is built on AWS using Amazon Nova and Anthropic Claude via Amazon Bedrock. It supports Sponsored Display, Sponsored Brands, Sponsored Brands Video, Amazon DSP, and Streaming TV ad formats.

Jay Richman, VP of Amazon Ads, said: "This is about more than speed. It's about giving every advertiser and agency access to the kind of strategic, high-quality creative support that once only large brands could afford."

Why It Matters

Professional ad creation typically costs tens of thousands of dollars and takes weeks. Creative Agent compresses that into hours at no additional cost. For independent creators selling products on Amazon, this removes the biggest barrier to running video ad campaigns.

The tool joins a growing field of AI-powered creative agents. Picsart recently launched its own AI agent marketplace for creative tasks. The difference with Amazon's version is distribution: it sits inside the platform where advertisers are already spending money, reducing the gap between creation and deployment.

Key Details

  • Cost: Free with Creative Studio access (no additional charge)
  • Capabilities: Concept brainstorming, scriptwriting, image generation, video animation, voiceovers, music, final ad delivery
  • Formats: Sponsored Display, Sponsored Brands, Sponsored Brands Video, Amazon DSP, Streaming TV
  • Technology: Amazon Nova + Anthropic Claude on Amazon Bedrock
  • Availability: US, UK, France, Germany, Italy, Spain

What to Do Next

If you sell products on Amazon and have avoided video ads due to production costs, Creative Agent lowers that barrier significantly. Access it through Creative Studio in the Amazon Ads console. Start with a single product to test the output quality before scaling to your full catalog.