How Creative Agent works and inputs

In this episode, discover Amazon’s newest AI creative tools for PPC, including Creative Agent and Sponsored Products Video, and learn how sellers can generate high-quality ads faster than ever.

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In this episode, recorded live at Amazon Unboxed in Nashville, Bradley sits down with Jenny Liu, one of the Amazon Ads’ product managers behind the latest wave of AI-powered creative tools. Jenny’s team builds the systems that are transforming how Amazon sellers create videos, images, and ad assets across Sponsored Products, Sponsored Brands, and Sponsored Display. If you’ve heard about Amazon Advertising’s new Creative Agent and wondered how it actually works, this episode gives you the insider perspective.

Jenny walks us through the evolution of Amazon’s creative ecosystem: from early one-click image generators to today’s full conversational, agentic workflows that let sellers input nothing more than an ASIN, a simple goal, and a rough idea. The agent then learns your intent, pulls from your product detail page, and automatically generates polished videos, lifestyle imagery, and ad-ready creative concepts. Whether you’re not “graphically inclined” or you’re a creative pro trying to scale variations and testing, these tools are designed to unlock high-quality output for all skill levels.

Bradley and Jenny also dive into real-world applications, how custom creatives now influence performance, what makes shoppers stop scrolling, and why strong visuals matter even in Sponsored Products. Jenny explains why Amazon’s creative philosophy is shifting toward storytelling, brand authenticity, and giving sellers more flexibility to express what makes their product unique. As she puts it, AI is not here to replace the marketer; it’s here to take away the manual work so sellers can focus on what message they want their brand to communicate.

To wrap up the episode, Bradley is joined briefly by longtime SSP guest Destaney Wishon, who shares her two biggest takeaways from Unboxed: the scale-changing impact of Creative Agent and the rollout of Sponsored Products Video placements.

In episode 724 of the Serious Sellers Podcast, Bradley and Jenny discuss:

• 01:40 – Meet Jenny Liu
• 03:20 – The Evolution of Amazon Ad Creatives
• 06:00 – Why Creative Matters More Than Ever in PPC
• 08:10 – Introducing Creative Agent: Amazon’s New AI Creative Partner
• 11:10 – What Inputs Creative Agent Uses (and Why You Don’t Need Prompting Skills)
• 15:00 – Real Use Case: Creative Ideas for Bradley's Brand
• 24:00 – Jenny’s Core Message: These Tools Are Free, Simple, and Ready to Use
• 27:30 – Destaney’s Take: Her Top 2 Favorite Announcements From Unboxed

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast.

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