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- Creative Agent launched Feb 12 in Creative Studio for AI-powered ad creative production
- Generates video ads, display banners, and Streaming TV creatives from text prompts and product images
- Supports DSP, Streaming TV, Sponsored Display, and Sponsored Brands formats at no additional cost
- Beta testers like Nestle Health Science report production cycles cut from weeks to hours
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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
4+
DSP, Streaming TV, SD, SB
Additional Cost
$0
Included free with Amazon Ads
Production Time
Hours
vs. Weeks with traditional production
Key Dates & Deadlines
Creative Agent Launches
AI-powered ad creative tool goes live in Amazon's Creative Studio
Available in Beta
Open to advertisers using Amazon DSP, Sponsored Display, and Sponsored Brands
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
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Frequently Asked Questions
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Verified Sources
- ChannelX: Amazon Ads Creative Agent Launch
- About Amazon EU: Creative Agent Announcement
- Retail Gazette: Amazon Creative Agent AI
All information verified from official Amazon sources and trusted industry analysts as of publication date.
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