Amazon has been quietly investing in automation for years, and now the results are clearly showing. While many advertisers are still weighing the risks and benefits of AI, Amazon Ads is rolling out practical tools that are already changing how campaigns are built, optimized, and scaled.
Creative automation is already here
Advertisers in the US can now generate product and lifestyle images using simple prompts within the Amazon Ads console. This cuts production time dramatically and reduces reliance on design teams. More recently, Amazon launched an AI-powered video generator, enabling brands to create short product videos without editing skills. These tools are supported by platforms like Amazon Bedrock and Nova, which allow for scalable content creation across multiple products and formats.
While these features are currently only available to US advertisers, they represent a significant shift in how creative teams will work in the near future. Here’s a sneak peek of how it looks in action:
It’s not just about creative
Amazon is not only using AI to simplify creative production. A major shift is happening in PPC performance optimization too.
Artificial Intelligence is now being used to enhance campaign structure, bid strategies, and targeting logic. Instead of manually managing keyword lists and adjusting bids, it helps advertisers respond faster and smarter to real-time data. These capabilities enable:
- Smarter bidding models that factor in expected conversion probability
- Automated keyword harvesting based on actual search term performance
- Predictive targeting using past engagement and purchase behavior
- Budget pacing tools that dynamically allocate spend to top-performing ads
In short, AI is starting to influence how campaigns are managed day to day, not just how they look.
Why this shift matters
Amazon is building a full-funnel advertising experience where creative, targeting, and performance all feed into each other. This means advertisers need to move beyond managing ads in silos. With AI, the connection between ad copy, keyword performance, product page quality, and conversion outcomes is becoming tighter.
According to Adweek, Amazon is focused on the “messy middle” of the funnel, where consumers jump between discovery, consideration, and purchase. In that space, performance optimization is not just about reach or ROAS but surfacing the right product with the right message at the right moment.
What brands should be doing now
Whether you have access to Amazon’s AI tools or not, this shift is already underway. Here are a few practical steps to stay ahead:
1. Test and compare creative performance
Try different creative formats and test automation where possible. Even if you’re outside the US, other tools can simulate the effect of AI-generated visuals or videos.
2. Review campaign structure
Make sure your campaigns are built in a way that allows for data-driven decisions. Structure them to isolate performance variables such as keyword match types or audience types.
3. Clean up product data
Ensure your product titles, attributes, and descriptions are accurate and structured. These are essential inputs for both creative and PPC algorithms.
4. Monitor more than ROAS
Look at bounce rates, time on page, and add-to-cart behavior. These signals help indicate whether your creatives and targeting are aligned with shopper intent.
5. Connect performance and creative teams
Optimization is no longer just a PPC task. Your media, content, and product teams should be aligned on what’s being promoted and how it’s performing.
Our experience at 10XCREW
At 10XCREW, we’ve already started using Artificial Intelligence to optimize Amazon Ads performance for several clients. This includes automation for bidding, keyword optimization, and campaign structuring. These changes have helped us respond to data faster and deliver stronger performance without increasing manual effort.
We haven’t explored the image or video generation features yet, as they’re currently only available in the US. But we’re closely following the developments and look forward to testing them once they launch in the EU.
What’s next
Amazon is not slowing down. These tools are part of a bigger move toward automation across the ad funnel. From ad generation to real-time optimization, AI is becoming embedded in how Amazon Ads works.
For agile brands, this is a window of opportunity. Teams that can test, learn, and scale fast will benefit most from the shift. But it will also require new skills, new roles, and tighter collaboration between marketing and tech functions.
Feel free to contact us if you’d like to discuss how this might apply to your brand.
