Amazon Ads New AI Translation for Sponsored Brands - Amazon Advertising Update

Published on January 26, 2026

About this video

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Amazon just rolled out a new AI translation service for Sponsored Brand ads that automatically translates your ad headlines and video content across different marketplaces. This is a game changer for anyone running Amazon advertising campaigns in multiple countries.

In this video, I show you how this new AI translation feature works when creating Sponsored Brand ads. When you type in your headline in English and target a different marketplace like Amazon Germany, the system automatically translates your headline. But it goes beyond just headlines. The AI translation service also handles video subtitles and any overlay text that appears in your video creative.

What makes this particularly useful is that the AI understands reading speed constraints and space limitations. When needed, it will summarize subtitle content to preserve the actual meaning without losing the message you want to convey.

You're automatically opted into this translation service by default. If you upload a video in English and want to show it in the Italian marketplace, the system will use AI translation automatically. This is especially helpful if you've dealt with campaign disapprovals in the past, particularly for Middle East marketplaces where different dialects created approval issues with Sponsored Brands.

For your creative team, this means you can now create video content in just one language, like English or Italian if that's your native marketplace, and have it automatically translated for all other Amazon marketplaces. This significantly shortens the time it takes to get campaign creative ready across multiple countries.

The quality of AI translation will continue to improve over time, making this an increasingly valuable tool for Amazon PPC campaigns and Sponsored Brand advertising across international marketplaces.

Contents 0:00 New AI Translation Service for Amazon Sponsored Brands 0:06 How Headline Translation Works 0:27 Video and Subtitle Translation Features 0:54 Automatic Opt-in and Default Settings 1:10 Benefits for Middle East Marketplaces 1:27 Streamlining Creative Production Across Marketplaces

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Transcript

There's a new AI translation service going on for sponsor brand ads on Amazon. So I tried to create a usual sponsor brand ad and I saw this optimize your headline which was which is okay. It was there uh from the first place and but what I've noticed is that when I typed in the headline jump rope for ugly men um it's just an example no worries. And I saw this like because the ad will display on Amazon Germany, the headline will be translated to German, which is super cool. But not only that, when you click click to more to learn more about it, you actually realize that it's not only for headlines, it's actually going to translate your whole video. If there's any overlay text showing up on your video, it's going to be translated as well. And because there are constraints due to reading speed and space, the AI may summarize the content of the subtitle to to preserve the the actual meaning, you know, and not disc you know. This is this is something really exciting. By default, you're automatically opted in to use this and use this translation because if you uploaded a video which is in English language and you want to show it in Italian marketplace, you're automatically like decided to use this translation service. I think this is really interesting because uh in the past there were some issues when you uh create campaigns and headlines for Middle East. You know, Arabic language was especially tough, you know, because of different dialects. So your sponsor brands may have been disapproved for uh unknown reasons. So this will most probably help with that. And I mean it's going to if it works as intended as we hope to work know that will even more shorten the time until you have ready creative. So now your creative team can create only English versions or Italian if that's your native marketplace and language and then you have automatically all the others. Of course, we still need to test this out and see what is the quality of output, but you know, in time it will definitely get even better. That's for sure. Let me know if you have any additional questions and see you tomorrow in the next video. Bye-bye.

Frequently asked questions

What does Amazon's new AI translation service for Sponsored Brands ads automatically translate?

When you create a Sponsored Brands campaign targeting a marketplace in a different language, the feature automatically translates your ad headline into the local language. Beyond headlines, it also translates any overlay text and subtitles in your video creative. Because reading speed and on-screen space are limited, the AI may summarize subtitle content where needed to preserve meaning without exceeding display constraints.

Is the AI translation for Sponsored Brands ads enabled by default, and what does that mean for sellers?

Yes, you are automatically opted in. If you upload a video in English and target a marketplace such as Italy or Germany, Amazon will apply the AI translation to your creative without requiring any manual setup. Sellers who want to opt out can do so, but by default any video in a language that does not match the target marketplace will be translated automatically when the campaign goes live.

What practical benefit does this feature offer for international Amazon sellers managing creative production?

It allows a creative team to produce video ads and headlines in a single language and have them automatically adapted for all other marketplaces where the brand sells. This reduces the time and cost of creating separate localized versions for each country. It also addresses a common issue with Middle East marketplaces, where Arabic dialect variations previously caused Sponsored Brands campaign approvals to fail, as the AI translation handles those nuances more reliably than manual localization attempts.