Amazon has launched an AI-powered video generator in Australia.
This tool is actually simple. This allows brands selling on Amazon to create video ads for their products in literally minutes.
With Video Generator, advertisers simply upload a product image, an existing product video, or a product detail page from Amazon.com, click Generate, and receive six realistic, high-motion videos of their products in action for use across their Sponsored Brands video inventory at no additional cost to advertisers.
Amazon’s AI combines in-house developed Nova LLM with carefully selected third-party models to create multi-scene videos with smooth transitions and background music using information collected from product listing pages and insights from various product areas. AI also generates things like captions and narration, and its summarization feature extracts important clips from existing videos for optimized ad formats.
This generator requires no video production expertise, special equipment, or additional budget, and works with a single click without any prompts. Most parts of the output are editable, but currently the only choice the user has is whether or not to include narration. However, editable voice tracks are currently in development.
B&T We were able to see a trial run of the technology in a real environment. It also allows you to create photorealistic videos and seems to be surprisingly easy to edit and iterate. Generation times of minutes are also accurate.
For Willie Pang, head of Amazon Ads Australia and New Zealand, this tool is more than a product update.
“When Y2K was a thing, I was working for an ISP selling internet access to small businesses in the suburbs of Melbourne, and I was taking CD-ROMs and talking to doctors, dentists, small retailers about this thing called the Internet…When you think about that and the conversations we’re having today, it’s a huge revelation. Some 25 years later, we’re turning video generators into enterprise digital products. “We see it as a tool to democratize video advertising, in all shapes and sizes,” he said. B&T.
“Our view on AI is that it is an opportunity to redefine what sophisticated advertising looks like for small and medium-sized businesses around the world. And it must be practical and highly accessible.”
The former CEO of MediaCom said video advertising had been unavailable to small advertisers for a long time.
“In the future, you’ll be able to step through different levels of sophistication. If you’ve never done video before, Video Generator opens the door. If you’re more sophisticated and looking for a way to inject some creativity as a small business, [Amazon’s] Agent AI automates workflows, guides the creative process, and enables the creation of complex brand narratives in hours instead of weeks or days. ”Pan said.
“At the heart of this problem, we think human creativity should be in the middle, right at the center of this thing. We’re not building anything to replace human creativity. All we’re trying to do is create time and space for humans to focus on beautiful stories…This solution isn’t really for people who are already in the world.”
space. What Video Generator does is open doors for the vast majority of small businesses who have never done video advertising before. ”
The tool was launched in the US last year and has been widely adopted by US brands, with the number of campaigns sent using the video generator increasing by more than 4x in Q3 2025 compared to Q2 2025. Video advertising newbies also found the tool useful, with over 60 percent of products promoted using the video generator having never been promoted in a Sponsored Brands video before.
During the beta launch in Australia, more than 12% of advertisers launching Sponsored Brands videos for the first time used videos created with Video Generator.
However, there is one caveat. Videos generated by this tool cannot be used outside of Amazon’s marketplace. Pan said it’s all within Amazon’s advertising console and campaign manager, which is how Amazon “puts the right guardrails in place.”
This tool has proven to be commercially beneficial to advertisers. Amazon’s internal data shows that businesses that started using Sponsored Brands video generation in the U.S. saw an average 12.1% increase in revenue per advertiser in the first month of implementation.
“In Australia, we’re talking about 14,000 or so small advertisers that sell on the marketplace. They don’t need very sophisticated photos at all. With the AI toolset, everything turns into a video ad in one click,” says Pang.
“We’re always fascinated by new ways to invent things on behalf of our customers. From our perspective, the demand was simplification.”
