Amazon is testing a powerful new generative AI feature called ImageSmith, designed to help its third-party sellers create professional lifestyle product images with a simple text prompt.
This test began on September 9 and is expected to run through October 7.
How ImageSmith Works
According to sources familiar with the beta test, the tool is designed for maximum simplicity. The workflow follows a straightforward, three-step process:
- Upload a Standard Image: Sellers start with a clean, high-resolution product photo on a plain background, the type already required for a main Amazon listing image.
- Describe a Scene: They then enter a simple, descriptive text prompt of the desired background or context. For example, a seller of a coffee mug might type, "on a rustic wooden desk next to a laptop and a notebook."
- Generate and Select: The ImageSmith AI engine then creates several new, photorealistic images that seamlessly place the mug into that described scene. The seller can then choose the most compelling options to add to their product detail page.
The current testing scope is limited to the US marketplace and covers select ASINs. Sellers who do not wish to participate may submit their ASINs to customer service. Main image display will typically resume within approximately 24 hours. However, once the feature is officially rolled out in the future, it is highly likely that participation will become mandatory for all sellers.
The introduction of ImageSmith is a strategically significant move for Amazon and its sellers. For years, high-quality lifestyle photography has been a key differentiator, helping customers visualize a product in their daily lives and significantly boosting conversion rates. However, it has also been a major expense, often costing thousands of dollars.
"This is a game-changer for smaller brands," commented one e-commerce analyst. "It democratizes a critical marketing asset. Now, a small business can create the kind of diverse, visually appealing imagery that was once only accessible to large companies with big budgets."
By integrating this tool directly into Seller Central, Amazon is aiming to:
- Elevate Marketplace Quality: Making it easier to create better images improves the overall visual appeal of the entire Amazon platform.
- Empower Small Sellers: The tool directly supports smaller sellers, helping them compete more effectively and grow their businesses.
- Increase Conversion Rates: Better images lead to more confident purchasing decisions, which ultimately drives more sales and revenue for both the sellers and Amazon.
- Deepen AI Integration: This tool follows the recent trend of Amazon embedding powerful AI, like the agentic Seller Assistant, directly into its platform, making it an indispensable, all-in-one hub for e-commerce.
From a broader perspective, ImageSmith is not an isolated feature test. In recent months, Amazon's advertising ecosystem has seen frequent developments:
In July, it fully discontinued Google Shopping ads (Understanding the Impact of Amazon's Exit on Google Traffic) to reduce reliance on external traffic;
In September, it partnered with Netflix to embed ads directly within the streaming platform.
This series of moves indicates that Amazon is leveraging AI technology and its internal traffic to build a more closed and efficient advertising ecosystem. Dynamic image display is merely one component of this strategy.
01 Oct, 2025
