
Marketing: Amazon Ads Introduces Generative AI to Amazon Marketing Cloud with New SQL Generator
At CES 2025, Amazon Ads unveiled a groundbreaking new feature for Amazon Marketing Cloud (AMC): a SQL generator powered by generative AI. This new tool simplifies the process of creating insights from AMC data by enabling advertisers to quickly generate SQL queries using natural language. Advertisers no longer need to manually write complex code, reducing query development time from hours to minutes. With this enhancement, advertisers can now create custom audiences and activate them across Amazon DSP and the ads console, streamlining the process of targeting potential customers.
Simplifying Audience Creation with Generative AI
To use the SQL generator, advertisers simply need to describe the audience Marketing they want to target using their own words. The tool automatically generates the appropriate SQL query, along with step-by-step instructions on how it was created. This allows advertisers to quickly build custom audiences that can be used for campaigns throughout the entire marketing funnel. These audiences can be targeted through multiple channels, including streaming TV, audio, and digital ads.
For instance, an advertiser might input a request like, “Create an audience of customers who have viewed our product pages and seen my STV ads but haven’t made a purchase in the last 30 days.” The SQL generator would process this input and produce a relevant SQL query that builds the desired audience. This audience could then be used for retargeting campaigns across multiple channels, such as streaming TV for upper-funnel awareness and sponsored product ads for lower-funnel conversions.

Boosting Productivity and Unlocking New Opportunities
According to Paula Despins, Vice President of Ads Measurement at Amazon Ads, the Marketing SQL generator enables advertisers to unlock value from their data more quickly, making it easier to run full-funnel advertising strategies. “We’re bringing the power of generative AI to help advertisers more quickly unlock value from their data and our shopping and streaming signals to execute truly full-funnel advertising strategies,” Despins said. She Marketing emphasized that the tool not only enhances productivity but also fosters creative innovation by helping advertisers explore new audience segments and optimize media spending.
Additionally, the SQL generator allows advertisers to ask specific questions about audience Marketing creation and receive guidance on how to craft those audiences. For example, an advertiser can input, “How can I create an audience of customers who have heard our audio ads but have not yet made a purchase?” The tool will respond by generating the necessary SQL code along with clear instructions to help create a cross-channel audience.
Industry Praise for the Tool
Robert Avellino, Vice President of Innovation and Growth at Tinuiti, a digital marketing agency, Marketing praised the new SQL generator for its transformative impact on how their team uses customer data to drive effective campaigns. “Amazon’s new SQL generator in AMC is revolutionizing how our agency harnesses customer signals to drive impactful campaigns,” Avellino said. He highlighted that the tool enables his team to quickly turn complex audience ideas into actionable insights, which enhances overall productivity. He also noted that the simplicity of the tool opens up new possibilities for creativity and strategy within the organization. Tinuiti plans to be an early adopter of the tool in 2025, using it to build more sophisticated, data-driven strategies for their clients.
Continued Investment in AI by Amazon Ads
The introduction of the SQL generator is the latest example of how Amazon Ads is incorporating AI into its suite of advertising tools. Amazon Ads has made significant investments in AI across its platform, offering various tools that help advertisers optimize their campaigns. For example, the platform provides free creative generators for images, video, and audio, as well as AI-driven campaign optimization capabilities and relevance models within the Amazon DSP.
Amazon Ads has consistently pushed the boundaries of AI technology to enhance campaign effectiveness and efficiency. The SQL generator is just one of many AI-driven features aimed at providing advertisers with powerful, easy-to-use tools that make their advertising efforts more impactful. By continuing to innovate with AI, Amazon Ads is helping advertisers stay ahead of the competition while making it easier for them to connect with relevant audiences across a variety of digital platforms.
The SQL generator is expected to be available to all AMC customers in early 2025, marking a significant milestone in Amazon’s ongoing efforts to improve its advertising solutions. This tool will allow advertisers to access the full potential of their data in a faster, more efficient manner, paving the way for smarter, more effective advertising strategies.
About Amazon Ads
Amazon Ads provides comprehensive advertising solutions that cater to businesses of all sizes, helping them achieve their marketing goals at scale. Through the power of first-party data and extensive reach across premium content like Prime Video, Twitch, and third-party publishers, Amazon Ads allows advertisers to effectively engage with relevant audiences. The platform covers the entire marketing funnel, enabling advertisers to create awareness, drive consideration, and encourage conversions. In addition, Amazon Ads utilizes generative AI to help businesses deliver tailored creative at each stage of the funnel, further enhancing campaign performance.
The platform reaches a monthly ad-supported audience of over 275 million customers in the U.S., offering advertisers the opportunity to connect with a vast and highly engaged audience across a wide range of channels. With the help of AI-powered tools like the SQL generator, Amazon Ads continues to lead the way in transforming the advertising landscape.
About Amazon
Amazon’s mission is to be Earth’s most customer-centric company, aiming to innovate and provide customers with an exceptional experience. Guided by principles such as customer obsession, passion for invention, operational excellence, and long-term thinking, Amazon continues to shape industries with groundbreaking products and services. From the creation of services like 1-Click shopping and personalized recommendations to innovations such as Prime, Fulfillment by Amazon, and Amazon Web Services (AWS), Amazon is committed to redefining the way the world works and shops