The Future of AI in E-Commerce: Amazon’s Game-Changing Generative AI for Advertisers

ai image generation by amazon

As 2023 draws to a close, We delve into the future of AI and how Amazon is set to revolutionize the e-commerce industry, the landscape is continually evolving, and one company stands as a pioneering force at the forefront of this transformation – Amazon. Despite the challenges and controversies it faces, including federal antitrust charges, Amazon remains unwavering in its commitment to innovation.

Generative AI feature for advertisers, is set to redefine the way products are marketed and showcased on the platform. In this article, we will explore Amazon’s groundbreaking AI innovation, how it works, its similarities to other AI image generators, and the profound impact it is set to have on product sellers and advertisers.

Amazon’s Generative AI Image Generator

Amazon’s generative AI image generator is a cutting-edge tool that empowers vendors and advertisers on its platform to enhance the appeal of their product listings by adding AI-generated backgrounds. This feature is designed to breathe life into static product images, making them more engaging and visually appealing. In a promotional video released by Amazon, it is evident that users can easily access this tool through the Ad Console, where they can create advertisements for their products. Once product serial numbers are added, they can customize images by providing descriptive text prompts for the background, albeit with a 300-character limit.

This technology revolutionizes product presentation, allowing advertisers to place their products in a lifestyle context that resonates with potential buyers. For example, a toaster that was once displayed against a plain white background can now be situated in a cozy kitchen setting, next to a croissant. This contextual enhancement is proven to boost click-through rates by up to 40%, compared to ads featuring standard product images.

Image Credits: Amazon

Similarities to Other AI Image Generators

Amazon’s generative AI image generator shares similarities with other open-ended text-to-image generators like OpenAI’s DALL-E 3, Adobe Firefly and Midjourney. In these AI systems, users input descriptive text prompts, and the AI responds by generating an image based on those descriptions. While the core concept remains the same, Amazon’s innovation goes further by introducing themes. Advertisers can enhance their images by selecting from a variety of themes that add props and objects to the background, creating a more immersive and thematic context for their products. For instance, the “Pumpkin Spice” theme can instantly add realistic pumpkins to create a cozy autumnal atmosphere.

Benefits for Product Sellers and Advertisers

Amazon’s generative AI image generator is a game-changer for product sellers and advertisers, addressing some of their most significant challenges. According to a survey conducted by Amazon in March 2023, advertisers identified creating ad creatives and choosing the right format as their primary hurdles. With the introduction of this innovative tool, these challenges are set to become a thing of the past.

The AI-driven image generator streamlines the process of producing compelling ad creatives. It removes the barriers that once required additional expertise and cost to create engaging visuals. This new solution, still in beta, is designed to simplify image generation for advertisers of all sizes. Smaller businesses that lack in-house capabilities or agency support can now easily create brand-themed imagery, while larger brands can seek efficiency in their creative development.

How It Works for Advertisers

Adopting this technology is remarkably straightforward for advertisers. In the Amazon Ad Console, advertisers select their product and click “Generate.” The tool then utilizes generative AI to generate a set of lifestyle and brand-themed images based on product details within seconds. Advertisers can further customize these images by providing short text prompts. Multiple versions can be rapidly created and tested to optimize performance.

The tool’s user-friendly nature makes it accessible to advertisers without the need for technical expertise. It’s designed to reduce friction for advertisers, enabling them to create more engaging and visually rich ad content effortlessly. Notably, this enhancement comes at no additional cost to advertisers, making it a perfect use case for generative AI in reducing effort and improving outcomes.

Availability and Future Expansion

Amazon is gradually rolling out its generative AI image generation capability to select advertisers, with plans to expand its availability over time. This cautious approach allows Amazon to refine the tool based on customer feedback, ensuring it meets the evolving needs of advertisers and delivers the best results.


As we look to the future of AI in e-commerce, Amazon’s generative AI image generator stands out as a groundbreaking innovation that promises to transform the way products are presented and advertised on the platform. By allowing advertisers to infuse lifestyle contexts into their product images, Amazon is addressing long-standing challenges in creating engaging and differentiated creatives. With this tool, the art of advertising becomes more accessible, efficient, and impactful, thanks to the power of AI.

The introduction of themes further enriches the experience, enabling advertisers to create immersive and thematic visuals that resonate with their target audience. Amazon’s commitment to reducing friction for advertisers and delivering a better advertising experience for customers is evident in this new offering.

In a world where data science, analytics, and artificial intelligence continue to reshape the e-commerce landscape, Amazon’s generative AI image generator is a testament to the company’s dedication to innovation. It paves the way for a future where product advertisements are not just informative but visually captivating, offering a more engaging and compelling shopping experience for consumers. With the combined power of technology and creativity, the future of e-commerce on Amazon looks brighter than ever.

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About the Author


E-Commerce Specialist, Meditation and Mindfulness Coach

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