MAM boosts add-to-cart actions by 39% on Prime Video with AI-powered video generation

Goals

MAM is an Austrian baby products brand with a presence in 60 countries worldwide. In 2026, the company launched a brand refresh centred on a new tagline – one that re-positioned the brand as a partner throughout a baby’s development from birth through twelve months. The relaunch required new video creatives that could communicate this growth journey across MAM’s full bottle range and reach new-to-brand customers who had not yet discovered the brand. To maximize the impact, MAM and their Amazon Ads agency partner Remazing identified Prime Day 2026 as the ideal moment to reach active shoppers in the U.K.

This strategic campaign moment also presented an opportunity to address a longer-standing challenge. The brand’s traditional creative development process could take over three months and restricted output to a limited number of shoots per year – making it difficult to quickly respond to seasonal moments or new product launches with fresh creatives. When Remazing proposed testing AI-powered video generation, MAM agreed to run an A/B test against a traditionally produced creative under identical conditions and equal media budgets. The goal was clear – generate real performance data to determine whether AI-powered video creative could match traditional production and unlock a faster and more scalable approach for future campaigns.

Approach

Using Creative Agent alongside MAM’s brand assets and product imagery, MAM and Remazing developed the script over four rounds of feedback, refining each scene and product detail. A key creative decision was to centre the video on product shots and body imagery to preserve authenticity, with voiceover layered in for accessibility. To drive engagement, MAM and Remazing used Interactive Video Ads (IVA) – a format that embeds an “Add to Cart” overlay directly within the streaming TV viewing experience on Prime Video. The campaign was designed to drive top-of-funnel awareness, deliberately excluding existing customers to focus entirely on introducing the re-branded MAM to new audiences during Prime Day in the U.K.

The AI-generated creative and the traditionally produced creative ran simultaneously, with near-identical impressions delivered at the same effective cost per mille (eCPM). Both creatives used a dynamic pricing feature in IVA that displayed regular prices during the lead-in period and switched to discounted Prime Day pricing during the event. To ensure test integrity, custom audience exclusions were built after the first day so users exposed to one creative would not see the other. A remarketing phase then activated to reach users who had interacted with the ads or added items to cart without purchasing, feeding directly into MAM's existing lower-funnel campaigns.

Results

The AI-powered video creative outperformed the traditionally produced creative across the campaign’s primary key performance indicators. It drove 39% more add-to-cart actions¹ at a 28% lower cost per cart-add,² while delivering a 38% higher click-through rate and more detail-page clicks. Path-to-purchase analysis revealed that the AI-powered video creative generated 35% more first-touch add-to-cart conversions,³ confirming its strength as a top-of-funnel engine that opened shopping journeys at scale.

These initial interactions then flowed into lower-funnel campaigns, with Sponsored Products capturing branded search and Sponsored Brands conversions downstream. Notably, 89% of the branded searches that were initiated came from multi-touch paths. The AI-powered video creative’s product-focused content drove more direct shopping actions, suggesting consumers responded to clear product messaging with immediate purchase intent. For MAM and Remazing, the results confirmed Creative Agent as a production-ready tool capable of delivering stronger performance on key metrics while maintaining brand standards. Equally important, it compressed creative turnaround from three months to just a couple of weeks – significantly reducing costs without sacrificing quality.

Sources

^1–3 MAM, UK, 2026.