Launch announcement

Upscale your assets automatically with generative AI in Amazon DSP

May 30, 2024

What launched?

Amazon DSP is introducing its first feature using generative artificial intelligence (AI) into the creative workflow. With this launch, eligible image assets will be automatically upscaled to target certain premium placements that require higher resolution, such as Amazon shopping app. This feature allows advertisers to expand their campaign reach without any effort or cost to produce additional assets.

The customer workflow is as follows:

  1. In the Amazon DSP UI, from the “Create creative” workflow, select the “Display” tab and then “Standard display”:
  2. Creative Gallery

    Creative Gallery

  3. Before uploading images, customers will see a message notifying them of the resolution requirements and subsequent auto-upscaling:
  4. Assets

    Upload an image

  5. Standard display creative type supports 60 placement sizes. Before this launch, an asset with 2x or higher resolution was either required or recommended for some of the sizes as a requirement of publishers. When a customer uploads an asset that is one of the these, it’ll be automatically upscaled. The spec requirement for each placement is documented in the Help Center article ( The uploading process may take up to 15 minutes. We recommend saving the creative while the upscaling is in progress.
  6. Upscaling IN progress 2x

    Upscaling in progress

    Upscaling IN progress 1x

    Upscaling in progress

  7. After upscaling is finished, customers can click Upscaled to view the upscaled outcome in the “Preview” section. They can also select Original to compare with their original asset. If they are satisfied with the outcome, they can tick Approve upscaled asset to attach the upscaled asset to the creative. They can also switch back to original or remove the asset.
  8. Approve upsacled

    Approve upscaled asset

Why is it important?

Showing ads on the Amazon mobile app allows advertisers to engage with a mobile-first audience. We heard from Amazon DSP customers that a key reason why they haven’t included Amazon mobile app in their campaigns is that all display assets are required to be created at 2x or higher resolution. The 2x resolution requirement is intended to ensure an optimal viewer experience, but it also adds barriers for traders to target these high-value placements.

With this launch, customers no longer need to produce additional assets to target the Amazon mobile app. They only need to upload their standard 1x resolution asset into standard display creative, and Amazon DSP will upscale them to target both desktop and mobile placements.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
  • Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
  • Asia Pacific: Australia, India, Japan, New Zealand, China, Singapore

Who can use it?

  • Self-service advertisers

Where do I access it?

  • Amazon DSP