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At CES 2025, Amazon Ads announced an SQL generator for Amazon Marketing Cloud (AMC), a new generative AI capability that helps advertisers more quickly and easily develop insights from their AMC signals. This new AMC capability provides a natural language interface through which advertisers can generate SQL queries for their desired audience use case – eliminating the need to create code manually and reducing development time and questions from hours to minutes. Advertisers then execute queries in AMC to create their new audience and activate the audience in Amazon DSP and ad console.
“Create an audience of customers who have viewed our product pages and seen my STV ads but have not purchased in the last 30 days.”
To use the SQL generator, advertisers simply describe the audience they want from AMC in their own words. The generator will return the relevant query, as well as the steps it used to create it. These questions can be used to build custom audiences that can be activated for Amazon Ads campaigns throughout the 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 have not purchased in the last 30 days.” Using advanced algorithms, this generative AI capability creates the SQL query to build the audience, which could be used for retargeting campaigns in various channels, from upper funnel awareness in streaming TV to lower funnel conversion tactics in advertising sponsored products.
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“With SQL generator, 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,” said Paula Despins , vice president of ad measurement. in Amazon Ads. “Not only has this capability increased productivity, but it has helped advertisers explore new use cases and audience segments, helping them grow their brand and optimize their media spend across streaming TV, audio and digital channels .
The SQL generator also allows advertisers to ask questions and get helpful guidance. An advertiser may ask, “How can I create an audience of customers who have heard our audio ads but have not yet made a purchase?” It then generates the code needed to build this cross-channel audience with step-by-step instructions.
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“Amazon’s new SQL generator in AMC revolutionizes how our agency leverages customer signals to drive impactful campaigns,” said Robert Avellino, Tinuiti’s vice president of innovation and growth. “This generative AI capability allows our teams to quickly turn complex audience ideas into actionable insights, empowering more individuals in our organization to contribute to thought leadership. By simplifying SQL creation, we’re not alone accelerate productivity, but also expand the scope of innovation in our campaigns. Tinuiti is excited to be at the forefront as power users of this tool in 2025, taking advantage to provide more sophisticated and data-driven strategies for our clients.
The SQL generator is the latest example of how Amazon Ads is investing in AI across its entire service – including simple, free creative generators for images, video and audio, along with AI-driven campaign optimization capabilities and relevance models on Amazon. DSP. It will be available to all AMC customers in early 2025.
