AI Innovation: Inventing on behalf of advertisers

Advertising excellence, powered by AI

Real results: Unrivaled insights from trillions of shopping and streaming signals, powered by integrated technology. Intelligent tools with controls beyond industry norms, built on Amazon’s commitment to safe, responsible, and transparent AI development.

Scaled reach: Powerful reach across Amazon and the open internet with precision-level targeting. AI-powered tools to build, scale, and optimize creative and campaign performance.

Today’s marketing challenges

AI solutions address the pressures advertisers face every day:

• Resource constraints — 43% of CMOs rank rising costs and budget constraints as their most pressing challenge.
• Creative barriers — 75% of advertisers say creative is a top challenge.
• Wasted spend — 36% of ad spend is estimated to be wasted due to inefficiencies.
• Measurement — 68% of marketers struggle to understand impact across channels and devices.
• Trust in AI — 61% of global marketers list data privacy and security as top concerns regarding the use of AI.

1. AI-powered efficiency

Reach your marketing goals with intelligent automation: improve targeting and performance KPIs, boost sales event performance, navigate budget reductions, and support new product launches. Get up and running with AI-guided setup—minimize set-up time while maximizing performance and launch sophisticated campaigns in just a few clicks.

Sponsored Ads — intelligent automation

• Audience Bid Boosting — Set bid multipliers for audiences to deliver targeted efficiency and extend campaigns to select audiences.
• Rules-based Bidding — Set a ROAS rule and Amazon automatically adjusts bids up and down for each impression.
• Keyword Groups — Target a collection of keywords that continually update based on performance and shifting shopper trends.

Performance+ and Brand+

Goal-based campaigns delivering full-funnel results: drive ROI with measurable results powered by Amazon’s proprietary AI; leverage first-party and Amazon signals to reach customers most likely to convert; campaign-level reporting for smarter decisions; set-up drops from 70 steps to just 4 clicks while keeping control over key settings and brand safety.

2. Transform creative production with generative AI

Create — Bring products to life in minutes. Create a range of formats, including interactive audio ads and ad-ready videos with just a few clicks.

Optimize — Dynamic Creative Optimization (DCO) uses generative AI and Amazon’s rich insights to select the best combination of headlines, images, and ad layouts for tailored ad experiences.

Scale — One creative, endless possibilities. Transform a single creative into optimized ads across the Amazon canvas.

Advanced creative tools

• Video Generator — Using a single product image, create custom ad-ready videos for Sponsored Brands video campaigns in minutes.
• Image Generator — Lifestyle images based on product details with one click; refine with short prompts or seasonal and lifestyle themes.
• Audio Generator — 10–30 second audio that prompts “add to cart”; customize copy, tone, speaker voice, and background music.
• Creative Studio — Centralized experience for ad creation and iteration; self-serve your brand’s creative needs in one place.

3. AI-powered audiences and impact

Reach high-value audiences with authenticated reach and trillions of proprietary browsing, shopping, and streaming signals for real-time reach and performance.

Advanced audience targeting

• Modeled Audiences — Maintain meaningful connections with consumers without IDs, powered by unique signals and AWS-powered AI.
• Similar Audiences — Reach new customers who share similar behaviors with your core audience; high conversion likelihood.
• Predictive Audiences — Expand to prospective customers likely to convert; leverage ML for life events or purchase intent.
• Contextual targeting — Connect with relevant audiences in relevant contexts by targeting keywords, phrases, or content without relying on identifiers.
• Contextual messaging — Generate contextually-tailored ad messaging that connects with what viewers are watching.
• Scalable creative — Transform a single TV video ad into native, high-impact display ads on Prime Video and Fire TV.

4. Ads Agent — smart advertising, made simple

Ads Agent simplifies how you plan, launch, and optimize campaigns. Powered by agentic AI and Amazon’s first-party insights, it automates time-consuming tasks, provides data-driven recommendations, and simplifies analysis.

Ads Agent skills

• Campaign targeting — Get targeting segments based on your intent. Beta advertisers achieved 18% lower CPMs and 16% lower CPAs. Open Beta (US).
• Accelerate AMC insights — Streamline SQL generation and insight exploration in Amazon Marketing Cloud; cut query creation from days to minutes. GA Nov ’25 (WW).
• Create campaigns from a media plan — Upload a media plan and create campaign structures and ad groups; set-up time reduced by over 60% (from over an hour to under 10 minutes). Open Beta (US).
• Optimize campaigns at scale — Edit campaigns in bulk (pacing, budgets, delivery) with natural language; 30+ minute manual process down to under 5 minutes. Open Beta (US).

5. Creative Agent and more

Creative Agent — All-in-one solution to experiment, ideate, develop, edit and enhance creative assets with agentic AI. Simple 4-step workflow: Concept, Storyboard, Iterate, Deliver. Build creative using retail insight and brand/product detail page attributes. Open Beta Nov ’25 (US).

Full-Funnel Campaigns — First AI-powered campaign type unifying Sponsored Ads and ADSP across the customer journey; launch faster, optimize continuously. Closed Beta Oct ’25, Open Beta Q1 ’26 (US).

Sponsored Products & Sponsored Brands Prompts — AI-powered product expertise at scale; 24/7 virtual product expert from detail page info, reviews, and campaign keywords. Open Beta Nov ’25 (US).

Get started

Connect your Amazon Ads account to use the Ads Agent, get audience suggestions, and manage campaigns with AI. Start with campaign targeting or chat with your ad agent in plain English.