Amazon has introduced a new beta feature enabling advertisers to generate image backgrounds for their products using AI. This innovation is described as a “generative AI solution designed to eliminate creative constraints” while enhancing advertising performance. Colleen Aubrey, Senior Vice President of Amazon Ads Products and Technology, stated in a blog post that this is a perfect application of generative AI, offering improved results with minimal effort.
Amazon sees this feature as an attractive alternative to traditional product images against plain white backgrounds or poorly executed Photoshop edits. According to Amazon, the process is user-friendly and does not require technical expertise. As illustrated by the example of the toaster, the product appears against a grayish-white backdrop on the left, while the AI-generated environment on the right infuses vitality into the scene. Nevertheless, it’s worth noting, as pointed out by The Verge, that the “fork” in the lower right corner appears to have a few extra tines.
Amazon asserts that data supports the effectiveness of this tool, even with the peculiar fork. When the same toaster is placed in a lifestyle context, such as on a kitchen counter alongside a croissant, in a mobile Sponsored Brands ad, click-through rates can be up to 40% higher compared to ads featuring standard product images, according to the company’s claims.
The e-commerce giant envisions this tool as a cost-effective means for advertisers to craft captivating lifestyle images. Colleen Aubrey expressed, “Creating compelling and distinctive visuals can escalate expenses and often necessitates bringing in additional expertise to the advertising process.” She further stated, “At Amazon Ads, we continuously explore ways to simplify the process for our advertisers, furnish them with tools that amplify impact while minimizing complexity, and ultimately, enhance the advertising experience for our customers.”
To utilize this tool, advertisers can pick their product within the Amazon Ad Console, click “Generate,” and select from various image options generated in a matter of seconds. It allows for image refinement through brief text prompts and is purported to yield multiple versions rapidly.
This feature’s introduction follows the introduction of other AI tools by Amazon. In September, Amazon introduced an AI feature that generates text for product listings, and in the summer, they unveiled another feature that generates AI-generated summaries of product reviews. CEO Andy Jassy emphasized the importance of generative AI, stating, “It will be a cornerstone of our operations. It represents a significant investment and focus for us.”
Amazon has initiated the rollout of image generation to a limited group of advertisers and plans to extend its availability gradually.
