Amazon visuals: how AI is redefining the rules of performance
Visuals play a central role in the performance of Amazon product listings. Today, the rise of AI in creative tools is a game-changer : faster, more flexible, often impressive... but also governed by clear rules. What are the new uses? And what should brands keep in mind to stay efficient without sacrificing quality?
Amazon visuals: more than decoration, a performance driver
A visual channel at the heart of the shopping experience
On Amazon, everything happens through the image. It’s often the only point of contact between the product and the shopper.
Its role is multifaceted: attract attention, explain the product, build trust, and above all, embody the brand. A well-designed visual doesn’t just show a product, it sets the stage for a promise: of use, benefit, or emotion.
The numbers speak for themselves: an optimized visual can increase sales by up to +26%, traffic by +14%, and conversion by +9% according to a Skeepers study. In short, they’re no longer a design afterthought, they’re a key performance driver.
Building a high-performing visual: the fundamentals
Behind every effective Amazon visual lies a clear structure based on three key pillars:
Structure: It organizes the content and guides the eye to key elements like product benefits, value propositions, or dimensions.
Iconography: It reflects the brand universe while showing product context. Lifestyle visuals help shoppers project the product into their daily lives.
Typography: It must be readable, clearly structured, and aligned with the brand identity to reinforce the message.
Each image plays a distinct role: hero image with clean white backdrop, benefit highlight, in-use scene, pack composition, or product comparison. Together, they follow a clear hierarchy of messages, designed to guide, persuade, and convert.
AI enters the studio: what can it really do today?
Powerful tools at the service of creation
In less than two years, generative AI tools have significantly transformed how visual content is created. Platforms like DALL·E, Midjourney, or GPT-4 can now produce realistic visuals from simple text inputs (the so-called “prompts”).
The result: an unprecedented ability to personalize, adapt, and test creations in record time.
In an Amazon context, this unlocks a wide range of possibilities: in-use visuals to illustrate product benefits, brand-consistent atmospheres tailored to target audiences, or fast variations for multiple SKUs. A concise, well-crafted prompt can generate a publish-ready visual for a product listing.
AI and Amazon visuals: clear gains… but clear rules
The benefits are undeniable, time savings, creative flexibility, scalability, but commercial use of AI visuals also comes with important considerations.
Licensing and usage rights must be carefully assessed. To use an AI-generated image freely, a few conditions must be met:
You must be the author of the prompt
You must not use protected content (brands, faces, copyrighted works…)
You must respect the terms of use of the platform used
For sensitive use cases (advertising, A+ content, branding), it's even recommended to keep a record of your prompts, check license terms, or seek legal validation if necessary.
When well-framed, AI integrates seamlessly into a hybrid creative workflow, combining intelligent automation with human art direction.
What’s next? How AI will reshape Amazon video
While AI is already transforming image creation, it’s now extending to another key pillar of Amazon listings: video.
New solutions are emerging to:
Generate text-based or visual storyboards
Animate AI-generated images into dynamic video formats
Accelerate the production of sponsored or A+ content
Here too, the challenge is twofold: create faster while adapting to each brand's specific expectations.
The field of possibilities is expanding fast, but rigor remains essential. The goal isn’t just to produce more, it’s to produce better, in the service of the customer experience and commercial performance.
Final thought
AI doesn't replace human creativity, it amplifies it. On Amazon, where every visual can tip the scale, it becomes a strategic ally, capable of combining performance, creativity, and efficiency.
As always, success comes down to how you use the tool — and to never losing sight of what your image needs to say to your customer.
Curious to see how Bizon’s creative teams build standout Amazon visuals? Explore our work !
Head of Studio
