Unlock the power of Amazon’s Creative Studio & Generative AI

Introductions & Prime Day Check-In

Kenton Snyder: Welcome, everyone, and thanks for joining us today. Hope everyone’s Prime Big Deal Days is off to a good start. Feel free to share in the chat how your brands or clients are performing so far.

Matt Snyder: With the brands we work with, those leaning into Prime Big Deal Days with active deals are seeing strong year-over-year performance. Brands just “riding the wave” without many deals are still seeing solid results, but the difference is notable.

Why Creative Generation Is in Focus Now

Kenton Snyder: At Amazon Accelerate in September, Amazon unveiled a new phase of their AI-powered Creative Studio. It’s been generating a lot of buzz, so today we’ll walk through what it is and what opportunities it unlocks.

Before we dive in, a quick intro to Intentwise:

• We help brands and agencies make sense of growing data from Amazon, Walmart, and other retail media platforms.
• We do this through three core solutions:
  1. Ad optimization – automating day-to-day campaign work.
  2. Analytics platform – making Seller/Vendor Central and ad data actionable.
  3. Amazon Marketing Cloud (AMC) – enabling querying and visualization without SQL.

Matt Snyder: I’m Matt, Founder & CEO of Brands Excel, a full-service Amazon agency. We focus on helping brands take ownership of their Amazon presence—especially DTC brands moving into Amazon or vendors shifting toward direct models.

Why Creative Is the Bottleneck

Matt Snyder: Production is about to shift in the same way campaign automation did five years ago. What once took weeks of design and editing will now take days or even hours.

Many brands stay stuck at the bottom of the funnel—chasing conversions but missing broader audiences. This isn’t because they don’t want to move up-funnel; it’s usually due to creative limitations.

Sponsored Brand Video, Sponsored Display Video, and DSP allow brands to tell richer product stories—building awareness and consideration earlier in the journey.

Kenton Snyder: Moving up the funnel typically lowers CAC and accelerates brand growth. Outside Amazon, major brands use video, influencers, and social to build awareness. Video unlocks similar growth levers inside Amazon’s ecosystem.

Creative Storytelling in Practice

Matt Snyder: At Vary (formerly Veridesk), we sold premium products at 2–5× competitors’ prices. Competing only on bottom-funnel search wasn’t viable. Strong creatives helped us highlight product quality and features—differentiating in a crowded space.

Video ads consistently outperform static images:

• ~15% average lift in CTR
• Up to 3× CTR increases in some cases

Video breaks shoppers’ search-scroll routine and lets brands speak directly to customers for 15–30 seconds.

Kenton Snyder: Conversion rate differences are trickier to measure due to placement differences, but we’ll talk later about how AMC helps uncover the true lift.

Why Brands Struggle to Scale Video

Matt Snyder: Every brand we talk to says the same thing: creative is the bottleneck. Producing quality video is resource-intensive and expensive, especially when creating variants for testing.

Enter Amazon’s Creative Studio

Matt Snyder: Amazon has had basic tools like their video creator and Canva integrations, but their new agentic AI-powered Creative Studio is different.

It pulls from:

• Product detail pages
• Brand Stores
• Reviews
• Existing content

Then it generates creative briefs and recommendations, rather than waiting for you to input direction.

Kenton Snyder: Amazon’s not new to creative. If you’ve used DSP, you’ve likely seen responsive e-commerce ads—auto-generated from ASIN data. They’ve historically been top converters. Now Amazon’s scaling that capability to Sponsored Ads through video and image creatives.

Capabilities & Flexibility

Matt Snyder: The tool is currently in beta with limited access. You can feed it additional creatives for UGC-style content, and it gives you the flexibility to edit tone and messaging to fit your brand guidelines while leveraging Amazon’s best practices.

Existing creative often requires heavy editing to meet Amazon specs—removing .com mentions, resizing, updating CTAs. Creative Studio automates these adjustments while incorporating Amazon’s performance signals.

Kenton Snyder: Right now, videos generated live within the ad console. Downloading them for Brand Stores isn’t supported yet, but that may come later.

The Big Unlock: Speed + Testing

Matt Snyder: The biggest unlock is time. Freed-up resources can focus on strategy and testing.

Brands that consistently A/B test creatives see ~46% lift in CTR. Creative Studio makes that level of iteration achievable for more brands.

Kenton Snyder: Historically, A/B testing in ads has lagged because of creative generation bottlenecks. Now, brands can quickly test:

• Different CTAs
• Backgrounds
• Headlines
• Individual creative elements (e.g., CTA within a video)

Matt Snyder: To get statistically meaningful results, run tests for 7–14 days or a minimum of ~1,000 impressions.

Measuring True Impact with AMC

Kenton Snyder: CTR differences are easy to see in console, but understanding true performance—brand searches, add-to-carts, repeat purchases—requires Amazon Marketing Cloud.

With AMC, you can:

• Compare purchase paths initiated by different creatives
• Measure long-term value and repeat purchase behavior
• See what drives branded search and subscription adoption

Matt Snyder: Creative testing + AMC measurement reveals which assets drive not just clicks, but true lifetime value.

Creative Personalization Opportunities

Kenton Snyder: Once you’re iterating with Creative Studio, you can personalize ads:

• Build creative variants for different intents (e.g., noise cancellation vs. comfort vs. sound quality for headphones)
• Target cohorts via AMC audiences and Sponsored Brand campaigns

Matt Snyder: Knowing customer pain points and tailoring creatives accordingly is a major unlock. This level of scale wasn’t possible with traditional creative processes.

Getting Started

Matt Snyder: If you haven’t already, join the waitlist via Amazon Ads Console (Creative Tools). Talk to your Amazon AE for early access.

While waiting, start experimenting with Canva or Amazon’s native video editor to begin early testing.

Kenton Snyder: Canva and Adobe now have direct Amazon Ads integrations, making uploading assets seamless.

Also, activate AMC for measurement. Sreenath is running an AMC education series—follow along for attribution insights.

Wrap-Up & Offer

Matt Snyder: To help brands get started, we’re offering to select one brand for a free video ad. Scan the QR code to enter. If you lack creative resources, this is your chance to move up the funnel.

Kenton Snyder: Join our Intentwise Community to stay updated on webinars and industry news. Reach out to me on LinkedIn or via email (kenton[at]intentwise.com) for any follow-up questions.

Closing Remarks

Kenton Snyder: Thanks for joining us today. We’ll share the recording afterward. Have a great rest of Prime Big Deal Days, and good luck hitting those sales goals.

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