Amazon’s Creative Agent: First Impressions
At this year’s Amazon’s Unboxed event, one announcement stood out: Creative Agent - a new AI driven tool for generating videos, static images, and audio assets.
Although the feature is still in the early stages of development and our observations are based on initial testing, the potential speed with which brands can refresh their content on Amazon is impressive.
What Creative Agent Can Do
Creative Agent moves beyond Amazon’s previous video builder. Instead of lightly animating existing images, it creates entirely new assets based on conversational prompts. It can draw from a brand’s Amazon presence or any linked website and can also ingest full brand guideline PDFs and custom fonts. This helps align the output more closely with established brand standards.
Editing flexibility is a noticeable improvement. Users can reposition text, adjust logos, and make frame level edits similar to a traditional editing suite. For brands that previously felt boxed in by Amazon’s templated tools, this opens the door to more brand consistent executions.
Another early benefit is how the tool outputs a creative brief before building anything. That brief outlines the concept, elements, and direction and can be shared with internal stakeholders who want to understand the thinking before production begins.
This Might Shift Creative Workflows
Speed is the most immediate advantage. In early tests, a video concept took roughly 20 to 25 minutes to produce. For brands with frequent campaign updates or multiple product lines, that turnaround can ease long standing bottlenecks. It also supports Sponsored Brands video, DSP, and Streaming TV and can resize the asset to match the placement, which reduces back and forth.
Creative Agent is not restricted to Amazon assets. If a brand’s D2C site has more representative content, the tool can use that instead. This helps brands that are still building out their PDP visuals or want to maintain consistency with broader brand storytelling.
So far, we have been seeing quite positive reactions to this new feature. Mock ups have already been shared for multiple product lines, and several brands expressed surprise at the quality and flexibility of the early outputs.
Still, this is not a polished tool yet. Prompt processing for videos can be slow. Progress cannot be saved mid build, so the entire creation process must happen in one session. There are also technical issues, such as language settings causing the tool to crash in some accounts.
Looking Ahead
Creative Agent introduces a faster path to new creative assets and early tests suggest it can reduce friction for brands that struggle with production timelines. But these are first impressions and the tool will need time to mature.
If you want to explore what this could mean for your brand, reach out to your Front Row contact or simply drop us a message so we can set up a call.