What is Amazon Ads Creative Agent?

Creative Agent is a conversational AI tool in Creative Studio that helps advertisers brainstorm, storyboard, and produce ad creatives. You describe what you want in text, and the agent generates finished video, display, and Streaming TV ads.

Is Creative Agent different from the Amazon Ads Agent?

Yes. The Ads Agent (announced at unBoxed 2025) handles campaign management like bid optimization and natural language campaign creation. Creative Agent focuses specifically on producing ad creative assets like videos and banners.

Does Creative Agent cost extra?

No. Creative Agent is included at no additional cost with Amazon Ads. You only pay your normal ad spend for the campaigns using the generated creatives.

Which ad formats does Creative Agent support?

Creative Agent supports DSP display and video, Streaming TV, Sponsored Display, and Sponsored Brands. It can produce creatives across all these formats from a single brief.

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Amazon Ads Creative Agent: AI-Powered Ad Production Now Live

Amazon launched Creative Agent on Feb 12, a free AI tool in Creative Studio that generates video ads, display banners, and Streaming TV creatives from text prompts and product images.

MatthieuCTO at Nova Analytics

Feb 25, 2026 · 4 min read · 784 words

Updated February 25, 2026

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What's Happening

Amazon launched Creative Agent on February 12, 2026. It's a conversational AI tool built into Creative Studio that helps advertisers brainstorm, storyboard, and produce ad creatives across multiple formats. You describe what you want, and the agent generates video ads, display banners, and Streaming TV creatives without needing a production team. Comparable platform shifts have shown up in our weekly cohort reviews within the first refresh cycle.

This is separate from the broader Amazon Ads Agent announced at unBoxed 2025 (which handles campaign management and bid optimization). Creative Agent focuses specifically on the production side: turning product images and brand guidelines into finished ad assets ready to run across Amazon's ad network.

Early beta testers report significant time savings. Nestle Health Science noted that Creative Agent cut their ad production cycle from weeks to hours. The tool supports DSP, Streaming TV, Sponsored Display, and Sponsored Brands formats with no additional cost beyond your existing ad spend.

Ad Formats Supported

DSP, Streaming TV, SD, SB

Additional Cost

Included free with Amazon Ads

Production Time

Hours

vs. Weeks with traditional production

Key Dates & Deadlines

Feb 12, 2026

Creative Agent Launches

AI-powered ad creative tool goes live in Amazon's Creative Studio

Now

Available in Beta

Open to advertisers using Amazon DSP, Sponsored Display, and Sponsored Brands

2026

No Additional Cost

Creative Agent is included free with Amazon Ads, no extra fees

What Creative Agent Can Do

Capability	How It Works	Supported Formats
Storyboarding	Generates scene-by-scene video concepts from text prompts	Streaming TV, DSP Video
Video Generation	Creates finished video ads from product images and brand assets	Sponsored Brands Video, Streaming TV
Display Ad Creation	Produces banner ads in multiple sizes and variations	Sponsored Display, DSP Display
Creative Iteration	Generates A/B test variants with different messaging and visuals	All formats

Impact on Advertisers

Levels the Playing Field

Small and mid-size sellers can now produce video and display ads that previously required a creative agency. You don't need a $10K production budget to run Streaming TV ads anymore.

Faster Creative Testing

The biggest advantage isn't cost savings. It's speed. You can generate 10 creative variations in an afternoon, test them all, and double down on winners within a week. Traditional production cycles make this impossible.

Multi-Format Campaigns Made Easy

Creative Agent produces assets across DSP, Streaming TV, Sponsored Display, and Sponsored Brands from a single brief. This makes full-funnel advertising accessible to brands that couldn't justify the creative investment before.

What You Should Do Now

1.
Access Creative Studio in Your Ad Console
Log into Amazon Ads and navigate to Creative Studio. Creative Agent is available as a new option within the creative workflow. Start with a simple product video to test the quality.
2.
Prepare Your Brand Assets
Upload high-quality product images, your logo, and brand guidelines. The better your input assets, the better the AI-generated creatives will look. Lifestyle images produce stronger video output than white-background shots.
3.
Test Streaming TV If You Haven't Already
Creative production was the biggest barrier to Streaming TV ads. That barrier is gone. Generate a 15-second or 30-second spot and run a small test campaign to measure upper-funnel impact.
4.
Generate Multiple Variations for A/B Testing
Don't settle for one creative. Generate 5-10 variations with different hooks, visuals, and calls to action. Let performance data tell you what resonates with your audience.

How Nova Helps

Measure Creative Performance

Nova's PPC Analytics tools help you track which campaigns drive the best ROAS. Compare performance across your ad spend and identify where AI-generated creatives are making a difference.

Use Custom Analytics to build creative performance reports and identify winning ad formats for your brand.

Sources

See your Amazon performance in Nova.

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Frequently Asked Questions

Common questions about this topic

Creative Agent is a conversational AI tool in Creative Studio that helps advertisers brainstorm, storyboard, and produce ad creatives. You describe what you want in text, and the agent generates finished video, display, and Streaming TV ads.
Yes. The Ads Agent (announced at unBoxed 2025) handles campaign management like bid optimization and natural language campaign creation. Creative Agent focuses specifically on producing ad creative assets like videos and banners.
No. Creative Agent is included at no additional cost with Amazon Ads. You only pay your normal ad spend for the campaigns using the generated creatives.
Creative Agent supports DSP display and video, Streaming TV, Sponsored Display, and Sponsored Brands. It can produce creatives across all these formats from a single brief.

About the Author

Matthieu

CTO at Nova Analytics

Matthieu oversees product development at Nova Analytics, creating innovative tools that help Amazon sellers make smarter, data-driven decisions to grow their business.

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What's Happening

Ad Formats Supported

Additional Cost

Production Time

Key Dates & Deadlines

What Creative Agent Can Do

Impact on Advertisers

Levels the Playing Field

Faster Creative Testing

Multi-Format Campaigns Made Easy

What You Should Do Now

How Nova Helps

Measure Creative Performance

Sources

Frequently Asked Questions

What is Amazon Ads Creative Agent?

Is Creative Agent different from the Amazon Ads Agent?

Does Creative Agent cost extra?

Which ad formats does Creative Agent support?

Matthieu

Related guides

See your Amazon business clearly.

What's Happening

Ad Formats Supported

Additional Cost

Production Time

Key Dates & Deadlines

What Creative Agent Can Do

Impact on Advertisers

Levels the Playing Field

Faster Creative Testing

Multi-Format Campaigns Made Easy

What You Should Do Now

How Nova Helps

Measure Creative Performance

Sources