Amazon Ads Video Generator

Overview:

As a UX researcher at Amazon, I lead research initiatives to enhance creative solutions for advertisers. A key challenge for advertisers is producing high-quality creative assets—according to a March 2023 survey, nearly 75% of advertisers struggling with campaign success cited ad creative development as a major barrier. Additionally, a recent Wyzowl study (2024) found that 89% of consumers want to see more video content from brands, yet businesses often cite time and cost as the biggest obstacles to video marketing.

To address this gap, I conducted in-depth UX research to inform the development of Amazon Ads’ AI Video Generator, a generative AI tool that empowers advertisers to seamlessly create high-performing video content.

My research directly influenced key product, science, and design features, including:

• Optimizing AI models to enhance video quality and performance.

• Defining brand imagery guidelines to ensure consistency across creatives.

• Developing a guided prompting experience for intuitive video generation.

• Enhancing editing capabilities to provide advertisers with greater creative control.

By embedding UX research throughout the development process, I helped shape a tool that lowers the barrier to video marketing, enabling advertisers to scale their creative efforts with AI-powered efficiency.

Process and Methodologies:

I have led multiple research studies to guide the product’s development, applying both generative and evaluative research methodologies:

• 1:1 Qualitative Interviews – Engaged advertisers to uncover pain points in ad creative production.

• Usability Testing – Iteratively tested AI-image generator to refine usability and ensure seamless workflow integration.

• Survey Design & Analysis – Measured advertiser adoption, effectiveness, and satisfaction post-launch.

• Stakeholder Workshops – Collaborated with product, design, and engineering teams to translate research insights into actionable improvements.

• Meta-analysis - combining multiple data points across all research to help identify net new insights for product development.

Result:

Amazon’s new AI-powered video generator has broadened access to an upper-funnel channel that can be prohibitively costly to small- and mid-sized retailers. By embedding UX research throughout the product development pipeline, we refined critical features that enhanced advertiser engagement.

My research directly influenced key features like motion pacing, scene sequencing, transitions and engagement strategies.