Amazon Ads has announced the international expansion of its AI-powered Video Generator to advertisers in the United Kingdom. The creative tool leverages existing product pages and Amazon audience insights to craft multi-scene videos with transitions and background music, while its summarisation capabilities extract key clips from existing videos for optimised ad formats.
Video Generator does not require any video production expertise, specialised equipment, or additional budget. Advertisers who previously lacked resources for video production can utilise this tool to create engaging ads that resonate with their customers.
Phil Christer, managing director, Amazon Ads UK, commented: “Video advertising has always been one of the most powerful tools for brands, but also one of the most inaccessible due to cost, time, and complexity. Today, we’re removing those barriers for UK businesses. Video Generator enables advertisers to create sophisticated, high-motion videos showing products in action – all at no cost and within minutes. This innovation allows businesses of all sizes to tell their product stories more effectively through video.”
Brands using Video Generator in the U.S. since its launch earlier this year have already seen significant benefits, with tens of thousands of campaigns submitted using the tool. The technology has shown strong growth, with an increase of more than four times the number of campaigns submitted using Video Generator in Q3 2025 compared to Q2 2025.
Notably, according to Amazon Ads’ data, more than 60% of products promoted using Video Generator had never been advertised before on Sponsored Brand video, demonstrating how the tool is opening video advertising to new advertisers.
“Video is critical in advertising: it inspires and informs shoppers, turning them into customers,” said Juliette Dembele, Global Head of Content, Bizon. “Producing the right content quickly and at a reasonable cost has always been a challenge for brands – especially small and medium sized businesses. Video Generator changes that. It lets advertisers turn product visuals into campaign-ready videos for each market in minutes. It’s a real shift in how we think about content creation, bridging the gap between creative ambition and operational reality at global scale.”
Video Generator is now accessible via Creative Studio, providing a centralised location for Amazon Ads’ creative tools. This integration streamlines the ad creation process for international advertisers, making it easier than ever to develop compelling creative assets.
Amazon Ads’ journey with generative AI for advertising began with Image Generator, which simplified still image creation. With Video Generator, Amazon Ads is taking another significant leap forward in creative capabilities.
Video Generator is available for Sponsored Brands video, at no additional cost to advertisers.
