• by Laurie Sullivan , January 8, 2025

Amazon Ads released a capability on Wednesday that allows advertisers to quickly pull insights from their Amazon Marketing Cloud (AMC) signals by simply talking to the platform.

Advertisers speak to the technology, describing the type of audience they want. The generator then returns the relevant query, as well as the steps it used to create it.

Robert Avellino, vice president of innovation and growth at Tinuiti, called the tools the "future of advertising analytics, one where machine learning doesn't just simplify our work, but redefines what's possible."

Historically, he said, AMC has been a daunting platform for marketers, offering unparalleled data access but requiring advanced structured query language (SQL) knowledge to extract actionable insights. Amazon is changing this process.

Avellino believes the capability allows the agency's teams to turn complex audience ideas into actionable insights quickly. 

By simplifying SQL creation, his teams not only accelerate productivity, but also expand on innovation across its campaigns.

The tool -- which uses generative AI and a natural-language interface -- generates SQL queries to create a specific ad-targeting audience, eliminating the need to manually code it, and reduces development times from hours to minutes. 

Advertisers then run the queries in AMC to create their new audience and activate it in the Amazon DSP and ads console.

The queries are used to run campaigns in Amazon Ads across the entire marketing funnel, reaching customers through streaming TV, audio, and digital channels.

For example, an advertiser can say, "Create an audience of customers who have viewed our product pages and seen my STV ads but haven't purchased in the last 30 days."

Through advanced algorithms, the GAI capability creates the SQL query to build the audience, which could be used for retargeting campaigns across various channels, from upper-funnel awareness on streaming TV to lower-funnel conversion tactics on sponsored product ads.

Amazon announced the tool at CES 2025.