Amazon Ads Creative Agent Now Live in Seven International Markets — CA, FR, DE, IN, IT, ES, UK (Confirmed at Q1 2026 Earnings, April 29, 2026)
On Amazon's Q1 2026 earnings call (April 29, 2026), CEO Andy Jassy confirmed that Creative Agent — Amazon Ads' agentic AI tool that researches a brand, brainstorms ideas, builds storyboards, and produces ad-ready video and display assets — is now available in seven international markets beyond the United States: Canada, France, Germany, India, Italy, Spain, and the United Kingdom. The expansion rolled out across Q1 (UK, France, Germany, Italy, and Spain on February 12, 2026; Canada on February 25; India on March 24 at Amazon Ads' 'Connected Worlds' event). Creative Agent is offered at no additional cost inside the Ads Console under Creative Studio and works as a conversational partner — sellers and agencies type a brief and the agent returns research, scripts, storyboards, voiceovers, music, and finished creatives optimized using Amazon's first-party shopping signals. For US-based sellers and brands expanding into these eight covered marketplaces, Creative Agent removes one of the largest cost barriers to entering a new locale: producing localized creative in-language and on-brand.
Real-World Impact
A US seller expanding into Germany would historically pay €1,500–€5,000 to a creative agency to produce a 15-second Sponsored Brands video localized for the German market. Inside Creative Agent that production cost drops to $0 — the seller pays only for ad placement when the creative runs.
Key Points
- Confirmed on Q1 2026 earnings call (April 29, 2026): Creative Agent is generally available in 7 international markets — Canada, France, Germany, India, Italy, Spain, and the United Kingdom — in addition to the original US launch
- Rollout dates: UK, France, Germany, Italy, and Spain on February 12, 2026; Canada on February 25, 2026 (announced at unBoxed Toronto); India on March 24, 2026 (announced at Amazon Ads' 'Connected Worlds' event)
- Free of charge — Amazon does not charge an incremental fee for Creative Agent; cost is only the underlying ad spend when the creative is used in a campaign
- Creative Agent runs the full asset pipeline end-to-end: product/audience research, idea generation, storyboard, video and display asset production, localized voiceover, and background music — all from a conversational brief
- Powered by Amazon's first-party signals — combines shopping behavior with the advertiser's product detail page, brand store, and website content to design creative aligned with what converts on Amazon
- Andy Jassy framed Creative Agent (alongside Sponsored Ads in Rufus and Amazon Audiences on Netflix) as one of the three Q1 advertising launches driving the segment's $17.2B Q1 2026 revenue (+22% YoY)
What You Should Do Now
- 1If you advertise on Amazon in any of the eight covered marketplaces (US, CA, UK, FR, DE, IT, ES, IN), open Ads Console → Creative Studio → click 'chat' to access Creative Agent
- 2If you've been holding back on Sponsored Brands video or Streaming TV due to creative cost, run a brief through Creative Agent first — the asset is free and you only pay when it runs as a campaign
- 3If you are planning international expansion in 2026, prioritize the eight Creative-Agent-covered marketplaces over markets without it (Japan, Mexico, Brazil, Australia, UAE, Saudi Arabia, etc.) where you would still need to source localized creative externally
- 4Audit your existing Sponsored Brands and DSP video creative — Creative Agent can adapt scripts and produce localized voiceover at no cost, so it is now cheaper to refresh stale creatives than to keep running them