Amazon adds AI agent for Marketing Cloud analytics queries

Amazon Ads announced a new skill for Ads Agent targeting Amazon Marketing Cloud workflows on November 11, 2025, during its annual unBoxed conference. The capability enables analytics SQL query generation through natural language interactions, extending the AI agent's functionality beyond campaign management into sophisticated measurement and audience development tasks.

The enhancement builds upon existing audience SQL generation and integrated product support, according to the announcement. Ads Agent now facilitates complex query development, sophisticated audience creation, and provides real-time guidance on Amazon Marketing Cloud features and best practices without requiring technical database expertise.

Built on Amazon Bedrock, the technology aims to reduce time required for developing complex queries from hours to minutes. The system enables analysts to focus on understanding performance drivers rather than writing SQL code. Unlike other SQL generation tools that operate externally, Ads Agent integrates natively into Amazon Marketing Cloud with deep knowledge of AMC datasets, syntax, and privacy rules.

The technical implementation represents a significant advancement in how advertisers interact with Amazon's measurement infrastructure. Advertisers can now translate business questions into executable database queries through conversational prompts, eliminating traditional barriers that required specialized SQL knowledge for advanced analytics.

Amazon launched its AI agent for automated campaign management earlier in November across Multimedia Solutions with Amazon DSP and Amazon Marketing Cloud. That broader Ads Agent announcement included campaign creation capabilities, targeting recommendations, and optimization features alongside the analytics functionality detailed in the Marketing Cloud-specific skill.

Amazon Marketing Cloud functions as a secure, privacy-safe, cloud-based clean room solution where advertisers perform analytics and build audiences across pseudonymized signals. The platform unifies rich signals across Amazon properties, advertiser inputs, and onboarded third-party providers, enabling flexible querying in privacy-protected environments.

Traditional Amazon Marketing Cloud query creation required knowledge of database structures, join operations, aggregation functions, and Amazon's specific data schema. Technical complexity limited platform adoption among marketers without programming backgrounds or data science expertise. The natural language interface removes these barriers while maintaining capability to create complex audience segments.

The SQL query generation capability processes conversational requests and outputs executable code. Advertisers can inspect, refine, and control query logic before execution, maintaining human oversight of analytical processes. This transparency distinguishes the integrated approach from black-box automation that obscures underlying mechanics.

According to the announcement, the system provides real-time guidance to simplify analysis. This assistance extends beyond query generation to include contextual information about available datasets, recommended analytical approaches, and best practice implementations for common measurement scenarios.

Regional availability spans multiple continents. North America includes the United States, Canada, and Mexico. South America includes Brazil. European markets comprise the United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg. Middle East regions include Israel, Egypt, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, and Kuwait. Asia Pacific markets include Australia, New Zealand, Japan, China, India, and Singapore.

Access requires existing Amazon Marketing Cloud permissions. Anyone with AMC access can use the analytics skill by selecting "Ask AI for AMC help" in the Amazon Marketing Cloud navigation bar. This self-service model eliminates additional approval requirements or partner coordination.

The development addresses operational challenges facing advertisers managing measurement at scale. Data analysis complexity has increased as Amazon expanded its advertising inventory across properties including Amazon.com, Fire TV, Alexa, IMDb, and Twitch. Cross-channel measurement requires sophisticated query construction to unify signals from disparate sources.

Amazon made Marketing Cloud directly accessible to sponsored ads advertisers in September 2025, eliminating traditional onboarding barriers. That enhancement introduced no-code templates and AI-powered assistance through the advertising console interface, enabling immediate access to AMC's analytics suite without waiting periods for platform access.

The January 2025 introduction of an SQL generator for Amazon Marketing Cloud represented an earlier step in reducing technical barriers. That tool enabled marketers to create database queries through natural language processing, automating what traditionally required manual coding expertise.

The broader Ads Agent system includes three primary capabilities across Amazon's advertising platforms. First, it streamlines operations for Multimedia Solutions with Amazon DSP campaigns by accepting custom media plan uploads and creating campaign structures automatically. Second, it provides intelligent targeting recommendations by analyzing thousands of audience segments. Third, it accelerates Amazon Marketing Cloud analytics workflows through SQL generation.

The timing aligns with broader industry adoption of agentic artificial intelligence in marketing technology. McKinsey data indicates $1.1 billion in equity investment flowed into agentic AI during 2024, with job postings related to the technology increasing 985 percent from 2023 to 2024.

Multiple advertising technology platforms have announced similar autonomous capabilities throughout 2025. LiveRamp introduced agentic orchestration in October enabling AI agents to access identity resolution platforms. Adobe launched its Experience Platform Agent Orchestrator in September for managing agents across Adobe and third-party ecosystems.

The implementation raises questions about balancing automation efficiency with analytical transparency. While natural language interfaces democratize access to sophisticated measurement tools, they also abstract technical details that inform strategic interpretation of results.

Privacy considerations remain central to the architecture. Amazon Marketing Cloud operates under strict privacy rules that govern data access and query construction. The Ads Agent skill maintains these protections while simplifying query development, ensuring compliance with Amazon's privacy frameworks.

The development impacts multiple stakeholders across the advertising ecosystem. Brands gain faster access to measurement insights without requiring specialized technical resources. Agencies can serve more clients efficiently by reducing time spent on query development. Amazon benefits from increased Amazon Marketing Cloud adoption as technical barriers decrease.

Amazon Marketing Cloud adoption has grown significantly since its January 2021 beta launch. The platform initially targeted eligible agencies, advertisers, and tool providers in North America, Europe, Japan, and Australia. Subsequent enhancements have progressively reduced complexity while expanding analytical capabilities.

Recent Amazon Marketing Cloud developments include Live signals integration announced in June 2025 for comprehensive measurement of live shopping campaigns. That capability introduced impressions, views, and clicks data from Amazon Live broadcasts, enabling advertisers to analyze customer engagement patterns across streaming content.

The platform's measurement capabilities extend beyond Amazon properties. NCS CPG Insights Stream provides modeled offline transaction signals for all US households, bridging the gap between online advertising exposure and offline purchase behavior.

Amazon's infrastructure investments support the expanding measurement ecosystem. AWS RTB Fabric launched in October 2025 to provide specialized infrastructure for real-time bidding systems. Amazon Retail Ad Service enables retailers to implement sponsored product advertisements using Amazon's technology, with Macy's representing the first major retail partnership.

The analytics skill availability coincides with growing complexity in digital advertising measurement. Attribution modeling, incrementality testing, and audience segmentation require sophisticated query construction to extract meaningful insights from granular event-level data.

Technical implementation details remain limited in public documentation. The system likely leverages large language models trained on Amazon Marketing Cloud schema documentation, common query patterns, and privacy rule specifications to generate syntactically correct and privacy-compliant SQL code.

Performance improvements depend on query complexity. Simple audience segmentation queries might see minimal time savings, while complex multi-table joins analyzing cross-channel customer journeys could benefit substantially from automated generation.

The human-in-the-loop approach maintains advertiser control over analytical workflows. Generated queries require review and approval before execution, enabling advertisers to understand query logic and validate alignment with measurement objectives. This contrasts with fully autonomous systems that execute analyses without human oversight.

Timeline

• January 5, 2021: Amazon launches Amazon Marketing Cloud beta for eligible agencies, advertisers, and tool providers
• January 15, 2025: Amazon introduces SQL generator for Marketing Cloud to streamline data analysis through natural language processing
• June 16, 2025: Amazon announces Live signals integration in Marketing Cloud for enhanced measurement
• July 27, 2025: McKinsey analysis reveals $1.1 billion in agentic AI investment during 2024
• September 16, 2025: Amazon makes Marketing Cloud directly accessible to sponsored ads advertisers
• October 1, 2025: LiveRamp introduces agentic orchestration capabilities for marketing automation
• October 15, 2025: Ad Context Protocol launches for advertising automation
• November 11, 2025: Amazon launches Ads Agent for automated campaign management across DSP and Marketing Cloud platforms
• November 11, 2025: Amazon announces Ads Agent skill for Amazon Marketing Cloud analytics SQL generation

Summary

Who: Amazon Ads announced the capability for advertisers with Amazon Marketing Cloud access across North America, South America, Europe, Middle East, and Asia Pacific regions.

What: A new Ads Agent skill for Amazon Marketing Cloud enables analytics SQL query generation through natural language interactions, reducing complex query development time from hours to minutes while providing real-time guidance on AMC features and best practices.

When: Amazon announced the capability on November 11, 2025, during its annual unBoxed conference, with immediate availability for all users with Amazon Marketing Cloud access.

Where: The feature operates within Amazon Marketing Cloud across 41 countries spanning six continents, accessible through the "Ask AI for AMC help" option in the AMC navigation bar.

Why: The capability addresses technical barriers limiting Amazon Marketing Cloud adoption by eliminating SQL coding requirements for sophisticated analytics, enabling analysts to focus on understanding performance drivers rather than writing complex queries, while maintaining native integration with AMC datasets, syntax, and privacy rules that external SQL generation tools lack.