Amazon Responsive eCommerce Creative: assets to supply

Responsive eCommerce Creative (REC) is Amazon's automated display format: you provide the products and Amazon creates, resizes and delivers the ads. Amazon says REC can now use lifestyle images, video, logos and dynamic copy, so the useful inputs are lifestyle stills of each product and short video. Sume can make the stills with reference-guided editing and the clips with video generation.

REC details are from Amazon Ads' page; Sume limits from the image and video docs, read 2026-10-01. Check Amazon's own specs for file requirements before uploading.

What does REC accept?

Per Amazon, REC ads can feature lifestyle images, video, logos and dynamic ad copy, and video is available within REC ads in the U.S. Videos can be uploaded, sourced from existing campaigns, or created with generative AI. Amazon also says REC can generate lifestyle images and product-in-use videos itself, so your own assets are one input among several.

How do I make lifestyle images from a product photo?

The image catalog describes models for text-to-image and reference-guided image editing. A GPT image model accepts up to 16 image references, so you can pass the product shot plus a style reference. Ask for several variants per call with n (up to 10; per-model ceilings are lower). More in lifestyle product photography.

What video clips should I prepare?

Generate short clips per product. The docs list Gemini Omni Flash 1.1 at 3–10 seconds in 16:9 or 9:16, and seedance-2.5 at 4–30 seconds; confirm what your chosen model supports in the catalog before submitting.