The new creative advantage: Tools that easily scale, optimize, and drive creative performance

People now split their attention across more screens, apps, and content than ever. This can lead to a frustrating trade-off: spend a lot of time and money building custom ads for every channel, or use the same generic ad everywhere and settle for weaker results.

Amazon Ads is removing that trade-off. We've built tools that let advertisers quickly create, improve, and scale great ads across the entire customer journey. And, because our creative solutions are powered by how people actually shop, stream, and purchase, these tools deliver the right creative to the right customer at the right time.

Amazon Responsive eCommerce Creative: From product listing to optimized ad in seconds

Responsive eCommerce Creative (REC) is Amazon's automated display advertising solution for brands selling products on Amazon. The premise is simple: provide the products you want to advertise, and Amazon handles everything else. The system automatically creates, resizes, and delivers display ads across Amazon-owned properties—including the Amazon shopping app, Fire TV, and Alexa devices—as well as thousands of third-party websites and apps. Rather than requiring advertisers to manually design hundreds of ad variations for different placements, devices, and formats, REC dynamically generates and optimizes each creative in real time.

REC ads can adapt based on where they appear, what placement they’re filling, what the shopper is looking for, and what the campaign is trying to achieve—delivering professionally designed ads that perform across every placement without manual intervention.

REC is already proven at scale—delivering up to +37% CTR and +26% conversion^* by adapting ads to publisher context, shopper intent, and campaign objectives across Amazon-owned surfaces and thousands of third-party websites.

We’re making this proven technology even better with a number of new REC creative tools and capabilities to help advertisers achieve their goals. When advertisers use REC, they get the following benefits:

REC can now deliver visually compelling ads featuring lifestyle images, video, logos, and dynamic ad copy. On Fire TV, ads appear as full-bleed, cinematic visuals. On news websites, they can render as editorial-style creatives that feel native to the page. Every ad maintains professional design quality regardless of where it appears.

Rich media layout ads adapting seamlessly across devices and placements.

Video is now available within REC ads in the U.S., enabling advertisers to tell rich brand stories directly in the banner format. Videos can be uploaded, sourced from existing campaigns, or created with generative AI—and with optimization enabled, Amazon can automatically surface top-performing video assets without additional effort.

Video REC ads shown on a website. Available in the US on third party publishers.

REC can turn static product images into animated visuals—adding effects like steam rising from a coffee cup or textured backgrounds in movement. It can layer in contextual elements such as seasonal decorations for holiday campaigns, and generate new content through generative AI, including product-in-use videos and lifestyle images. Advertisers can also source and enhance existing assets from prior campaigns, Brand Stores, or product detail pages.

AI adding motion and contextual elements to bring a static product image to life.

Reaching shoppers across the open internet with conversational prompts

As part of its optimization capabilities, REC can automatically generate Sponsored Products prompts using details from product detail pages and deliver them across the open internet.

Prompts recently launched on Amazon.com, surfacing AI-generated questions in shopping results and on product detail pages. Beginning in July, we are expanding these prompts beyond Amazon for the first time through REC display ads.

With prompts on REC, shoppers on publisher sites can see display ads with clickable, product-specific questions—like "What hair types is this best for?" or "How long does one bottle typically last?" Questions are drawn from product detail pages, Brand Store content, and campaign data. When a shopper taps a prompt, they're taken directly into a conversational experience with Alexa for Shopping, where they can explore the product, ask follow-ups, or buy—turning a moment of casual browsing into a purchase.

Conversational prompts shown on a website. When clicked, it opens to a conversation within Amazon on Alexa for Shopping.

"We've seen strong results with prompts on Amazon and are thrilled to help brands engage customers in conversation wherever they're browsing," said Fabrice Rousseau, Director, Brand Product & Tech, Amazon Ads. "In Amazon stores, nearly 20% of shoppers who interact with a prompt continue the conversation with Alexa for Shopping, and 7 in 10 customers who purchase after clicking a Sponsored Brands prompt are new to the brand. Now we're bringing this engaging ad format to third-party publishers across the open internet, so brands can seamlessly reach audiences wherever they browse."^*

REC helps brands easily create relevant experiences and drive real business outcomes—while creating useful, engaging advertising experience for shoppers. It is available to all advertisers in the Amazon DSP.

Sources

^* Insights based on an Amazon study of US data in 2026