At CES 2025, Amazon Ads announced a 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 the code manually and reducing query development time from hours to minutes. Advertisers then run the queries in AMC to create their new audience and activate the audience in Amazon DSP and ads console.

“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.”

To use the SQL generator, advertisers simply describe the audience output 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 queries can then be used to build custom audiences that can be activated for Amazon Ads campaigns 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.” Using advanced algorithms, this generative AI 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.

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“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,” said Paula Despins, vice president of ads measurement at Amazon Ads. “Not only has this capability boosted productivity, but it has helped advertisers explore novel 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 advertisers can prompt, “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 necessary code to build this cross-channel audience with step-by-step instructions.

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“Amazon’s new SQL generator in AMC is revolutionizing how our agency harnesses customer signals to drive impactful campaigns,” said Robert Avellino, vice president of innovation and growth at Tinuiti. “This generative AI capability allows our teams to quickly turn complex audience ideas into actionable insights, empowering more individuals within our organization to contribute to thought leadership. By simplifying SQL creation, we’re not only accelerating productivity but also expanding the scope of innovation across our campaigns. Tinuiti is thrilled to be at the forefront as power users of this tool in 2025, leveraging it to deliver 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 all of its service – including simple, free to use creative generators for images, video and audio, along with AI-driven campaign optimization capability and relevancy models in the Amazon DSP. It will be available for all AMC customers in the early part of 2025.