Amazon’s new Dynamic TV Creative builds different versions of ads based on audience

Hosted byBrooke Bailey•May 14, 2026

Amazon Ads’ new Dynamic TV Creative gives brands a more flexible way to personalize Interactive Video Ads on Prime Video. The generative AI tool can create different versions of streaming TV creative based on audience, product, or moment, including variations in product imagery, headline copy, calls to action, and product details. For brands, the opportunity is the ability to connect those creative variations to Amazon’s measurement capabilities and better understand which messages are resonating with different audiences. What this means for your strategy:

  • Creative testing can become faster and more responsive

  • Brands can better understand which messages help move consumers toward conversion

  • Video creative can play a more measurable role across the full funnel

  • Teams can use performance signals to inform the next creative decision, not just the next campaign recap

Dynamic TV Creative is another step toward more personalized, signal-driven advertising across Amazon’s streaming inventory. The brands that build stronger connections between creative, measurement, and consumer behavior will be better positioned to move quickly as these capabilities evolve.

Brooke Bailey

Manager, Commerce

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