Amazon Ads has rolled out its AI-powered Video Generator in India, marking a significant shift in how businesses approach video advertising. The tool, which launches simultaneously in India, Canada, France, Germany, Italy, Mexico, Spain, and the UK, allows brands to produce professional video advertisements in minutes without production expertise or additional costs.
Kabir Bedi, Head of Product for Generative AI at Amazon Ads, describes the technology as "a step-level change" in how video advertising gets created and scaled. The process is deliberately simple. Advertisers select the product they want to promote, provide the ASIN(Amazon's Standard Identification Number) and click generate. No prompts required, no additional information needed. The system automatically pulls product and brand information from the listing page and delivers up to six videos within three to four minutes.
The entire production process runs autonomously. The AI selects scenes, background music, headlines, and transitions, though advertisers retain the ability to customise their videos by swapping scenes, adding logos, or inserting images. Once completed, videos can be deployed directly into Sponsored Brands campaigns through Amazon Creative Studio.
The technology addresses a persistent problem in product advertising. For years, advertisers have defaulted to showing products against white backgrounds simply because those assets were easiest to produce. But customers want context. They want to see products in lifestyle scenarios, not isolated on sterile backdrops. Amazon introduced an Image Generator in 2023 that could create backgrounds around product images, but the results had limitations. A watch might appear standing upright on a table rather than worn on someone's wrist.
The Video Generator changes that dynamic. Bedi points to the difference between static product shots and dynamic demonstrations. A glass of milk being poured into a bowl, a watch worn naturally on a model's wrist, gestures that feel organic rather than staged, these are the capabilities the latest models deliver. The product appears in action rather than simply at its best angle.
Early results from the United States, where Amazon tested the tool before the international rollout, suggest strong adoption. The company saw a nearly 400 per cent increase in campaigns created through the Video Generator. More revealing, over 60 per cent of the products advertised using the tool had never employed video marketing before. Bedi views this as evidence that the technology is democratising video advertising, bringing in advertisers who previously couldn't access the format.
The implications for India could be particularly pronounced. Kapil Sharma, Director of Amazon Ads India, notes that many Indian advertisers especially small and medium enterprises have consistently cited difficulties in creating compelling video content. The Video Generator addresses that barrier directly, transforming a single product image into polished video animations. A small business selling kitchenware can now produce high-quality video ads in the time it takes to brew a cup of tea, competing on equal footing with brands that have substantial production budgets.
When asked about the underlying models powering the technology, Bedi acknowledged that Amazon uses both proprietary and external systems. Amazon Nova, available on Amazon Bedrock, plays a role, but the company also integrates other industry models. There's no universal model that works for every use case, Bedi explained, and Amazon prioritises delivering the highest quality output regardless of which technology gets deployed.
The Video Generator transforms product detail pages and audience insights into multi-scene videos with automated transitions, music, and text overlays. It also includes an intelligent summarisation feature that selects and edits key clips from existing videos to create ad formats optimised for different placements.
On the question of safeguards, Bedi emphasised that Amazon has implemented input and output filters, moderation systems, and other protections to limit intellectual property misuse. Advertisers remain responsible for reviewing their videos and ensuring compliance with copyright laws and Amazon's terms of service. The company will adapt its models as AI governance frameworks evolve across different jurisdictions.
Adoption has been broad across product categories. Health and personal care, beauty, home, kitchen, and electronics have seen particularly strong uptake, categories where demonstrating product use delivers clear value. But Bedi notes uniform growth across the board, driven by advertisers who previously couldn't afford video production suddenly gaining instant access to the format.
