Amazon has launched its AI-powered Video Generator in Australia.
The tool is, in effect, simple. It allows brands selling on Amazon to create video advertising of their products in minutes—literally.
With Video Generator, advertisers simply upload product images, existing product videos, or a product detail page from Amazon.com, click “generate” and receive six realistic, high-motion videos that show products in action for use across its Sponsored Brands video inventory, at no additional cost to advertisers..
Amazon’s AI, a combination of its internally developed Nova LLM and a selection of third-party models, uses information gleaned from the product’s listing page as well as insights from across its different product verticals to create multi-scene videos with smooth transitions and background music. The AI also generates captions, voiceovers and more while its summarisation capabilities extract key clips from existing videos for optimised ad formats.
The generator does not require any video production expertise, specialised equipment, or additional budgets and works with a single click, with no prompting required. Most aspects of the output are editable, though currently users only have a choice of whether to have a voiceover or not—though an editable voice track is in the works.
B&T was able to see a trial run in a live environment of the technology. And it can create photo-realistic videos and appears to be remarkable simple to edit and iterate. The minutes-long generation time is correct, too.
For Willie Pang, Amazon Ads’ Australia and New Zealand MD, the tool represents much more than a product update.
“When Y2K was a thing, in my first big boy job I was working for an ISP selling internet access to small businesses in suburban Melbourne. I would take a CD-ROM with me to doctors, dentists and small retailers to tell them about this thing called the internet… I think about that and the conversation we’re having today and it’s such a revelation. Some 25 years go by and we’re thinking about Video Generator as a tool that will democratise digital video advertising for businesses of all shapes and sizes,” he told B&T.
“Our view on AI is that it’s an opportunity for us to redefine what sophisticated advertising looks like for small businesses the world over. And it’s got to be practical and it’s got to be highly accessible.”
Video advertising, the former MediaCom CEO said, had long been unavailable for small advertisers.
“The future is being able to step through various levels of sophistication. If you’ve never run video before, Video Generator will open the door. If you are more sophisticated and looking for ways to infuse creativity as a small business, [Amazon’s] agentic AI will make the workflow automation and guide you through the creative production process and allow for the creation of complex brand narratives and what would otherwise take weeks or days will be a matter of hours,” Pang said.
“At the heart of this, we think that human creativity has to live in the middle, right at the centre of this stuff. We’ve not built any of it to replace the creativity of humans. All we’re trying to do is create time and space for so that the human can focus on the beautiful story… This solve is not really for folks who are already in the
space. What Video Generator does is open it up for the vast majority of small businesses that have never done video advertising.”The tool launched in the US last year and has been widely adopted by brands there with more than four times increase in the number of campaigns submitted using Video Generator in Q3 2025 compared to Q2 2025. Video advertising virgins have also found it useful too, with more than 60 per cent of products promoted using Video Generator had never been advertised before on Sponsored Brand video.
During the Australian beta launch, more than 12 per cent of advertisers launching Sponsored Brands Video for the first time used videos created with Video Generator.
There is one note, however. The videos generated by the tool are not able to be used outside of Amazon’s marketplace. Everything sits within Amazon’s ad console and campaign manager, according to Pang that’s how Amazon gets “the right guardrails in place”.
The tool has proven commercially beneficial for advertisers. Those who began using Sponsored Brands Video generation in the US had 12.1 per cent more sales per advertiser, on average, one month after adoption, according to Amazon’s internal data.
“In Australia, you’re talking about 14,000-odd small advertisers selling on Marketplace. You don’t need very sophisticated photography at all. The AI tool set makes it all turn into video advertising with one click,” said Pang.
“We’re constantly obsessing over new ways to invent things on behalf of our customers. From our perspective, the demand was for simplification.”
