Amazon debuted a new generative artificial intelligence tool for advertisers that creates a video from a product image.
Sellers click a “Generate video” button and within minutes Amazon will use generative AI to create a six to nine second, high definition video that is 720p resolution and 24 frames per second. The video uses the product image and text, and creates other image elements inspired by the product and its details, said an Amazon spokeswoman.
“We use information on the product’s detail page to generate video concepts,” the spokeswoman said.
Advertisers can then use that video for sponsored brand campaigns. Amazon is offering this feature at no additional cost to advertisers, giving sellers another reason to sell and advertise on the marketplace, said Michael Felice, a partner at consulting firm Kearney.
The main benefit of video on product details pages is to bring a product to life and to give shoppers more information about a product to help them convert online versus going in a store, Felice said.
“[This video tool] will definitely help educate some consumers and perhaps help convert more product sales on Amazon versus losing some of those sales to brick and mortar,” he said.
The videos can also become a data collection tool for advertisers to learn which types of products shoppers watch videos, where do they stop in a video, where do the rewind, and which ones drive conversion, Felice said.
“The ability to capture that data and fuel that back into the sales process will help make the conversion funnel stronger,” he said.
Amazon bolsters its AI tools
The AI feature is in beta and only available to some U.S. advertisers, according to Amazon’s announcement. Amazon will evolve the feature based on feedback before releasing it to more advertises in the next few months, the spokeswoman said.
Amazon has unveiled numerous feature and tools using generative AI, including a similar feature called Live Image that animates a part of an image, such as steam rising from a mug. Image generator is available to sellers in the U.S., Mexico, France, Germany, Italy and Spain.
In July, Amazon also released a generative AI chatbot on product detail pages to answer product questions based on information in the product listing, customer reviews, and the question and answer section.
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