Don't Generate Images Just Because You Can: AMZ One Step Founder Kamaljit Singh on AI Images for Amazon

This is a research-and-playbook deep dive on AI-generated product imagery for Amazon. Andrew Bell sits down with Kamaljit Singh, who runs the creative agency AMZ One Step and the software listingoptimization.ai, to walk through how brands can use AI images without losing credibility. Kamaljit also screenshares his workflow, so you can see the strategy in practice.

Highlights

• 𝗧𝗵𝗲 𝗮𝗱𝗼𝗽𝘁𝗶𝗼𝗻 𝗰𝘂𝗿𝘃𝗲: AMZ One Step went from using GPT Image 1 only for briefs and strategy in early 2025 to roughly 80% of the images generated in its software going straight to Amazon without edits by October 2026.
• 𝗠𝘂𝗹𝘁𝗶-𝗮𝗴𝗲𝗻𝘁, 𝗻𝗼𝘁 𝗼𝗻𝗲-𝘀𝗵𝗼𝘁: Separate layers handle strategy, design archetypes, on-image copy, photo manipulation, and mobile readability. A single “generate this image” prompt is how you end up with AI slop.
• 𝗖𝗧𝗥 𝗮𝗻𝗱 𝗖𝗩𝗥: Main images drive click-through rate, while secondary images and A+ content drive conversion. Kamaljit calls them underrated, invisible metrics that feed both PPC profitability and organic ranking.
• 𝗦𝗮𝗳𝗲, 𝗺𝗼𝗱𝗲𝗿𝗮𝘁𝗲, 𝗿𝗶𝘀𝗸𝘆: His three tiers for main images. He recommends staying in the moderate range, with a fully compliant safe image ready as a fallback.
• 𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆: “Don’t just create images just because you can.” Build the strategy, do the market study, generate, A/B test, and get real human feedback.

If your plan for AI imagery starts with a prompt, this conversation will change your order of operations. Enjoy the conversation.

Timestamps:

00:35 Andrew's intro: AI product imagery on Amazon
01:30 Meet Kamaljit Singh: AMZ One Step and the pace of AI image models
02:25 The GPT Image 1 moment
03:20 From briefs only to 80% going live untouched
05:00 Why the last 20% still needs humans
05:45 Brand feedback and the multi-agent system behind one image
08:50 Why images matter: main images vs. secondary images
11:00 Images, Alexa for Shopping, and semantic optimization
13:15 Image violations: safe, moderate, and risky
16:20 What makes an AI image feel authentic
19:10 AI humans vs. real photography: the ROI question
21:00 The framework, step 1: market intelligence
22:15 Strategy and visual references
24:10 Lifestyle images: extreme use, emotion, and conditions
25:30 Live demo: listingoptimization.ai with a Stanley Tumbler
29:00 Feature gaps and building the image stack
31:15 Main image options and built-in A/B testing
33:00 Kamaljit's takeaways

👉 Connect with Kamaljit: https://www.linkedin.com/in/kamaljit-singh-amazon
👉 Learn more about Listing Optimization AI: https://listingoptimization.ai/

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