FyterTech and Onkata increased awareness by +50% with AI-powered image generation

Goals

Onkata, an Indiana-based third-party brand management company, was looking to accelerate growth for their partner brand FyterTech through a new creative development strategy. Onkata and FyterTech, a vertically integrated sorbent manufacturer, understood that consumers expect to see high-quality image creatives in realistic settings, especially in highly competitive product categories. However, hiring professional photographers and designers to develop a large quantity of image creatives can be prohibitively expensive and time-consuming—making it difficult to launch effective campaigns at scale.

While exploring various solutions over time, Onkata observed that AI-powered image generation tools have been steadily improving. Together with FyterTech, they decided to test AI-powered image generation in Amazon Ads. First, to see how AI-powered image creatives could improve already successful Sponsored Brands and display ads campaigns with existing creatives. And second, to improve campaigns that had little to no creatives at all. The goal was to build brand awareness, drive customers to detailed product pages, and then convert them into first-time purchasers.

Approach

Onkata and FyterTech’s creative strategy centered on authenticity—images needed to look realistic, connecting customers emotionally to products by showing them in simple, relatable environments. Onkata experimented with prompts to generate image variations showing the products in use. They built a portfolio of new image creatives and began running a test campaign within days. The test campaign delivered immediate results—reaching the intended audience at scale, generating clicks, and achieving a strong return on ad spend (ROAS)—and has continued running successfully.

Onkata has since developed a scalable approach for how they use AI-powered image generation. Now, they first identify issues—a common problem is insufficient image creatives. Lifestyle shots are often needed. The second step is to create a portfolio of images and share them with their partner brand for approvals. Onkata can quickly go back to Creative Studio and make adjustments, if needed. Approved creatives can either be added to Sponsored Brands or display ads campaigns right away, or be added in listings to run A/B testing using the Manage Your Experiments tool. Based on the test results, Onkata can gain deeper insights into which images perform best in advertising campaigns.

The ability to produce a large amount of variations to test, and get learnings from, is a valuable benefit. Onkata uses the “Ideas for you” and “Styles” features to gain inspiration and brainstorm on creative concepts. They generate compelling visuals by adjusting the suggested prompts to find the right balance and ensure that the images are aligned with campaign goals and brand guidelines. The “Styles” feature has helped them quickly develop relevant image creatives with specific environments and holiday themes for seasonal campaigns.

Results

FyterTech launched their first campaign using AI-powered image creatives with the primary objective of increasing top-of-funnel category searches. By creating authentic lifestyle imagery, FyterTech and Onkata successfully established an emotional connection with their audience—reaching the target audience at scale and driving clicks.

The upper-funnel campaigns have continuously improved with month-over-month optimization, helping FyterTech grow more effectively. Customer awareness has increased more than 50% since launch, while customer consideration has grown 10%. This has resulted in a ROAS that is 3x higher than FyterTech’s normal ROAS goal.¹

Beyond performance metrics, the new creative development strategy has delivered significant time and cost savings for FyterTech and Onkata. They now save 8 hours of creative development time per new product listing,² and they can now develop 3x more creatives compared to their average.³ This has enabled them to quickly launch campaigns to engage with potential customers at scale using realistic image ads that adhere to their brand guidelines.

Sources

^1–3 FyterTech, US, 2025.