Amazon Ads expands AI image generation to Sponsored Display campaigns

Amazon Ads last month announced an expansion of its AI image generation capabilities. Previously available only for Sponsored Brands campaigns, AI image generation (beta) is now accessible to advertisers running Sponsored Display campaigns across eight marketplaces. This feature allows advertisers to create lifestyle product imagery at no additional cost, potentially improving campaign performance.

Creating high-quality product images is a crucial aspect of any successful advertising campaign. However, developing professional-looking visuals can be time-consuming and expensive for many advertisers, according to industry research. AI image generation addresses this challenge by offering a quick and cost-effective solution.

Sponsored Display campaigns leverage programmatic advertising to display ads across Amazon and various third-party websites and apps. With the new feature, advertisers can generate lifestyle product images directly within the Amazon Ads console. Here's a breakdown of the process:

• Theme Selection: Advertisers choose a theme for the image, such as "elegant" or "adventurous." This helps the AI tailor the generated image to a specific style.
• Image Generation: With a single click, the AI generates a product image based on the chosen theme and the advertiser's product information.
• Aspect Ratio Preview: Advertisers can preview the generated image in different aspect ratios to ensure it fits various ad placements.
• Feedback and Saving: After reviewing the image, advertisers can provide feedback or save it directly to their creative asset library for use in their Sponsored Display campaigns.

Potential benefits for advertisers

The integration of AI image generation in Sponsored Display offers several potential benefits:

• Improved Campaign Performance: Lifestyle product imagery has been shown to outperform generic product shots in advertising campaigns [3]. By using AI-generated images, advertisers can potentially increase click-through rates, conversion rates, and return on ad spend (ROAS).
• Reduced Creative Costs: The ability to generate high-quality images for free eliminates the need for expensive photoshoots or graphic design work, potentially saving advertisers significant resources.
• Increased Efficiency: The one-click image generation process streamlines the creative development workflow, allowing advertisers to focus on other aspects of their campaigns.

Availability and Eligibility

AI image generation for Sponsored Display is currently in beta and available to registered sellers and vendors in eight marketplaces: the United States, Canada, Mexico, United Kingdom, Germany, France, Italy, and Spain. This feature can be accessed directly within the Amazon Ads console.

The expansion of AI image generation to Sponsored Display campaigns highlights Amazon Ads' commitment to innovation in advertising technology. As AI capabilities continue to develop, we can expect to see even more advanced features emerge, potentially transforming the way advertisers create and manage their campaigns.