Launch announcement
Scale personalized ads with responsive e-commerce creatives
August 12, 2025
What launched?
Responsive e-Commerce (REC) creatives on Amazon DSP enable advertisers to personalize their creatives at scale to improve click-through rates. By default, Amazon’s models will pick the best combination of images and ad copy you’ve provided to tailor creatives to the audience and publisher. As the volume and diversity of inputs grow, so does model performance. Advertisers can upload up to 15 images and 15 headlines to enable dynamic creative optimization (DCO) to deliver the best messaging to the right audience. For those without multiple images, advertisers can use Amazon’s AI image generator in the creative setup to make additional images. Optionally, you can opt into advanced DCO and we’ll reuse content from your asset library or create AI headline and image variations on your behalf. REC is now a personalization engine that improves performance across supply.
The creative strength indicator helps measure your asset mix.
Preview dynamic creatives based on the headlines and images uploaded.
Why is it important?
This enhancement transforms REC into a personalization engine, enabling advertisers to deliver more relevant and engaging ad experiences at scale. By providing greater creative flexibility while maintaining brand control, advertisers can now test multiple creative combinations and let DCO optimize delivery to the right audience. This advancement helps advertisers improve campaign performance through increased creative variety and personalization, all while maintaining efficiency in campaign management through a streamlined interface. REC can be added to your P+/B+ campaigns to automate bidding, targeting, and creatives to drive the outcomes you want.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
- Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
- Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore
Who can use it?
- Self-service.