At its recent Accelerate conference, Amazon introduced Video Generator (beta) and "live images", two new tools for advertisers that use generative AI to produce engaging visual content quickly and cost-effectively.
Video Generator can turn a single product image into a short video showcase. According to details provided to TechCrunch by an Amazon spokesperson, the AI-generated clips are 6-9 seconds long at 720p resolution (24 frames per second). The tool creates four variations for users to choose from, and takes about five minutes to generate.
While the quality of Amazon's AI-generated videos may not match the state-of-the-art outputs from models like OpenAI's Sora, or the capabilities of tools like Runway, Pika, and Luma, Amazon's offering has two significant advantages. First, it's integrated directly into the platform where advertisers already operate, streamlining the workflow. Second, it's specifically optimized to meet a crucial need: generating product ad videos. This focused approach could make it a valuable tool for Amazon sellers looking to enhance their product listings with minimal effort.
The videos follow a consistent format: two scenes with headlines (e.g., "Nourishing Lavender Moisturizer"), background music, and a call to action. Advertisers can customize elements such as font, soundtrack, and the brand logo that appears in the upper-right corner of the frame.
Complementing Video Generator is the live image feature, part of Amazon's Image generator suite. This tool creates short, animated GIFs from still images, adding movement to otherwise static product photos.
Amazon developed these tools in response to advertiser feedback and industry trends. A recent Wyzowl study found that 89% of consumers want to see more videos from brands in 2024, while businesses cited lack of time and cost as the primary barriers to video marketing.
Currently, both Video Generator and live image are available in beta to select U.S. advertisers. Amazon plans to refine these features based on feedback before a wider release, ensuring they meet the needs of both advertisers and shoppers.
As the e-commerce landscape continues to evolve, these AI-powered tools represent Amazon's commitment to helping brands create more engaging content efficiently. By lowering the barriers to video and animated content creation, Amazon aims to enhance the shopping experience for customers while providing advertisers with powerful new ways to showcase their products.
Amazon has not specified whether there will be a way for consumers to identify if an ad is using AI-generated content. At a time when deepfakes and AI-generated content have raised concerns about transparency and authenticity, this omission is noteworthy. As public discourse increasingly emphasizes the importance of distinguishing between human-created and AI-generated media, it will be important to s how Amazon addresses these transparency issues and what measures it implements to maintain consumer trust.
We have reached out to Amazon for clarification and will update this article if we get a response.