Amazon has launched a generative AI tool: ‘video generator’ to create video ads. The company said the tool will enable “sellers using our advertising tools to create visually rich video content in a matter of minutes and at no additional cost.”

How can sellers create ad videos using the video generator? 

Sellers can generate videos using a single product image. The tool transforms this image into AI-generated video ads without manual input. 

Amazon claims that the videos created will highlight the product's features. Jay Richman, VP of Amazon Ads, said the new tool is an example of leveraging generative AI to inspire creativity and deliver value. “Video Generator is another meaningful innovation that leverages generative AI to inspire creativity and deliver more value for both advertisers and shoppers,” he said. 

Amazon’s video generator is currently in beta and is set to launch for select U.S. advertisers.

Amazon’s live image tool

Amazon also introduced a new capability called ‘live image.’ It will enable brands to create short, animated visuals from images for their marketing campaigns. The feature is also available in beta. 

Amazon’s competition

Amazon’s Video Generator is entering a competitive market. Other tech companies are also launching generative video tools. Google already plans to introduce an AI video generation feature into YouTube Shorts. Adobe is also set to add similar capabilities to its Creative Suite by the end of the year.