Amazon DSP introduces expanded Responsive e-commerce Creative (REC)

Amazon DSP introduces expanded Responsive e-commerce Creative (REC)
expanded Responsive e-commerce Creative (REC)

Amazon DSP last month announced the expansion of its Responsive e-commerce Creative (REC) feature. This update gives advertisers flexibility and efficiency in ad creation across nearly all traditional ad sizes.

Key Enhancements

  • Wide-Ranging Ad Size Support: REC now automatically generates responsive ads compatible with a comprehensive selection of standard ad dimensions, expanding placement opportunities for advertisers.
  • Streamlined Workflow: Advertisers can create dynamic ads with diverse layout options using a single REC form, saving significant time and effort.
  • Performance Optimization: REC dynamically selects the most effective combinations of ad variations and product ASINs, bolstering campaign performance.

Seamless User Experience

The intuitive REC interface guides advertisers through the following steps:

  1. ASIN Selection: Advertisers choose the products they want to feature.
  2. Ad Variation: Select "Optimize between all ad variations" for automatic optimization or choose specific variations (Shop Now, Add to Basket, Voucher, Customer Review).
  3. Image Customization: Use default product images or upload custom images in various aspect ratios for optimal display.
  4. Additional Elements: Optionally add a brand logo, custom headline, and disclaimer.
  5. Size Selection: Choose "Use Responsive Sizing" for automatic generation or tailor ads to specific sizes.

Benefits for Advertisers

  • Increased Reach: REC unlocks a wider array of ad placements across diverse platforms, expanding the reach of advertising campaigns.
  • Time Efficiency: Rapidly generate high-quality ads that adapt to various sizes, reducing production time.
  • Performance-Driven: REC's intelligent optimization helps drive better campaign results.


The expanded Responsive e-commerce Creative feature is currently available on Amazon DSP in North America, South America, Europe, the Middle East, and Asia Pacific for both managed and self-service advertisers.

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