Jeffrey Preston Bezos Executive Chairman of Amazon | Amazon
At CES 2025, Amazon Ads unveiled a new SQL generator for Amazon Marketing Cloud (AMC). This generative AI tool is designed to help advertisers develop insights from AMC signals more efficiently by using natural language. Advertisers can generate SQL queries through this interface without manually writing code, significantly reducing query development time.
Advertisers describe the desired audience output in their own words, and the generator provides the relevant query along with the steps it used to create it. These queries enable advertisers to build custom audiences that can be activated for campaigns across various channels such as streaming TV, audio, and digital platforms. An example provided by Amazon is: "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." The generated SQL query can then be used for retargeting campaigns.
Paula Despins, vice president of ads measurement at Amazon Ads, stated: "With the 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."
The SQL generator also offers guidance when advertisers pose questions like “How can I create an audience of customers who have heard our audio ads but have not yet made a purchase?” It generates necessary code with step-by-step instructions.
Robert Avellino from Tinuiti commented on its impact: "Amazon's new SQL generator in AMC is revolutionizing how our agency harnesses customer signals to drive impactful campaigns."
This development follows other AI investments by Amazon Ads in creative generators and campaign optimization tools. The SQL generator will be available for all AMC customers early in 2025.
For more information about these offerings, visit ads.amazon.com.
