In the world of Amazon advertising,
the era of “if you list a product, it will sell” is already over.

What matters now is how your brand is remembered.

This is why Amazon is investing heavily in
Generative AI and video advertising.

In this article, we’ll break down
how Amazon’s Generative AI and video ads are changing the way brands are built,
in a clear and practical way.

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Why Generative AI and Video Ads Matter Now

There are millions of products on Amazon today.
Relying solely on text and static images is no longer enough to stand out.

What’s gaining attention instead is the combination of:

• Video, which communicates visually and intuitively
• Generative AI, which dramatically lowers the barrier to content creation

Together, these enable an environment where
any brand can express itself clearly, quickly, and consistently.

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Generative AI Is Closing the Gap Between Small and Large Brands

● Video creation has become dramatically easier

Until recently, video advertising was often:

• Expensive to produce
• Dependent on specialized teams
• Time-consuming

As a result, it was mainly used by large brands.

Today, however, AI can automatically generate video ads from just a single product image.

This means that even small sellers and emerging brands can now treat video ads
as a standard part of their advertising strategy.

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● Large brands gain speed and scalability

For brands with a large number of SKUs, Generative AI is also a powerful advantage.

• Bulk generation of videos and ad copy across multiple products
• AI-assisted creation of A+ Content and Brand Stories
• Faster asset production for global expansion

Tasks that once took weeks can now often be completed
in hours or just a few days.

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● Faster response to trends and seasonal events

Generative AI is especially effective during seasonal moments such as:

• Prime Day
• Black Friday
• Limited-time or seasonal campaigns

Even under tight timelines, brands can quickly create
theme-based video assets,
allowing them to stay competitive without slowing down execution.

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● Easier brand consistency across touchpoints

By leveraging Generative AI, brands can more easily align:

• Ads
• Brand Stores
• Product detail pages

under a consistent tone and visual identity.

As a result, brands become easier to remember,
supporting long-term outcomes such as branded search growth and repeat purchases.

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Key Generative AI Capabilities Offered by Amazon

● Listing Optimization (EML)

Using product images and keywords, AI can automatically generate:

• Titles
• Bullet points
• Product descriptions

This helps improve listings with the goal of increasing conversion rates (CVR).

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● A+ Content and Brand Story Generation

By providing prompts such as “gift-focused” or “premium positioning,”
AI can suggest brand stories and content structures.

This allows brands to create professional-quality content in a much shorter time.

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● Project Amelia (AI Assistant for Sellers)

Within Seller Central, Amazon has also introduced AI-driven support that helps with:

• Performance analysis
• Identifying optimization opportunities
• Suggesting next actions

making day-to-day decision-making more efficient.

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Where AI-Generated Videos Can Be Used

Videos created with Generative AI can be deployed across multiple placements, including:

• Sponsored Brands Video (search results)
• Videos on product detail pages
• Videos within Brand Stores
• Sponsored Display video ads
• Amazon DSP (Fire TV, external sites, and apps)

A key advantage is the ability to use video
across the entire funnel—from awareness to consideration and re-engagement.

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Conclusion: Generative AI × Video Is Becoming the New Standard

Amazon’s Generative AI and video advertising:

• Enable small brands to express themselves professionally
• Give large brands unmatched speed and efficiency
• Help deliver consistent brand experiences across touchpoints

They are quickly becoming essential tools for brand building on Amazon.

Going forward, success in Amazon advertising won’t depend on
whether you use AI,
but rather on how effectively you use it.

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Practical Tips for Using Generative AI and Video Ads

① Start with Sponsored Brands Video

High visibility in search results, and effective even with smaller budgets.

② Use video in product detail pages

Helps reduce last-minute purchase hesitation and improves understanding.

③ Add video to the top of your Brand Store

Clearly communicates your brand story to first-time visitors.

④ Combine video with DSP for a full-funnel strategy

From awareness (video) to consideration and re-targeting.

⑤ Don’t aim for perfection at the start

Launch with AI-generated assets first, then refine based on performance data.

SOPHOLA, Inc. / m19 Japan
Executive Officer / Director
Kaori Iino