Amazon showcased its AI tools for sellers at its Global Peak Season Ads Summit 2026 in Delhi and Mumbai this October. This guide explains the two tools featured most, Seller Assistant and Creative Agent, and gives you prompts to try for your holiday campaign.
What you need
An Amazon seller account. Seller Assistant is a free AI tool inside Seller Central. In India it works in English and Hinglish, according to Amazon.
An Amazon Ads account for the marketplace you sell in. Creative Agent sits inside Amazon's Creative Studio (aistudio.amazon.com) and the Amazon Ads console.
Your product listings and photos. Clean product images on a plain background give the best results.
No extra fee. Amazon says Creative Agent creates ads at no additional cost. You still pay for the ads you run.
Step by step
Part 1: Plan with Seller Assistant
Seller Assistant is a chat assistant in Seller Central. Amazon says it can watch your account health and inventory, flag issues, check country-specific compliance, and suggest plans. It can also take actions, but only within limits you set. Amazon says nothing happens without your approval and every action is logged.
Open Seller Central for the marketplace you export to and find Seller Assistant.
Ask your planning questions in plain language. Try these:
I export to the US marketplace. Black Friday is on 27 November and Cyber
Monday is on 30 November this year. Check my inventory and tell me which
products could run out before or during that week, and which are
slow-moving. Suggest restock or pricing actions, but do not change
anything until I approve.Review my top 10 listings for the holiday season. For each, tell me what to
improve in the title, bullet points and images so it works better as a
gift. Also flag any listing that may have a compliance or product-safety
issue in this marketplace.Are my listings and inventory ready to advertise for the holiday season?
Draft a Sponsored Products campaign plan for my 3 best gift-friendly
products with a daily budget of [AMOUNT]. Show me the draft first.Read every suggestion before you approve it. Treat it as a smart assistant, not an autopilot.
Part 2: Make festive ads with Creative Agent
Creative Agent is a chat-based ad maker. It reads your product detail page, brand inputs and audience signals, proposes ad concepts and taglines, then builds editable storyboards. Outputs include display ads and multi-scene video ads with music and voiceover.
Open Creative Studio from your Amazon Ads console and click the chat option.
Pick the product you want to promote.
Give it a clear brief. Try this:
Create a holiday gifting campaign for this product for shoppers in the US.
Audience: people buying gifts under $40 for family and coworkers.
Angle: position it as a thoughtful, handmade-in-India gift, not just a
discount. Keep my brand colours and logo. Give me 3 concept options with
taglines, then build a 15-second video storyboard and 2 display ad versions
for the concept I choose.Review the concepts, pick one or ask for new options, then edit the storyboard scene by scene before you publish.
The holiday tip from the summit, in practice: give shoppers reasons to buy beyond a discount. Use the prompts above to highlight gifting, craft, materials or a story about your brand, and test two or three creative versions.
Good to know
Availability varies by marketplace. Creative Agent launched in the US in November 2025, then in Canada and India in early 2026. If you export, open the ads console for the marketplace you sell in and check what your account shows there.
It is not instant. Amazon describes Creative Agent as producing campaigns in hours instead of weeks, not in seconds.
AI outputs need checking. Make sure claims, sizes, colours and materials in AI-made ads match the real product. Wrong claims can lead to returns or policy trouble.
Seller Assistant can act for you. Set clear limits on what it may do alone, especially pricing.
The summits were invite-only events for existing Amazon Global sellers.
Sources
Amazon Ads Global Peak Season Ads Summit 2026 announcement (Indian Startup News)
Amazon India press release: seller base grows to 20 lakh, Seller Assistant in English and Hinglish
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