Amazon introduces SQL generator for Marketing Cloud to streamline data analysis

New AI tool helps advertisers create SQL queries using natural language to analyze marketing data across channels.

Amazon Marketing Cloud
Amazon Marketing Cloud

Four days after its announcement at CES 2025 in Las Vegas, Amazon Ads' latest artificial intelligence capability aims to reduce query development time for advertisers from hours to minutes. The SQL generator for Amazon Marketing Cloud (AMC) enables marketers to create database queries through natural language inputs instead of manual coding.

According to Paula Despins, vice president of ads measurement at Amazon Ads, the tool helps advertisers analyze data and signals across shopping and streaming platforms to execute advertising strategies. The system processes natural language descriptions to generate SQL code for creating custom audience segments.

The technology enables advertisers to build targeted audiences across multiple channels. For instance, marketers can identify customers who have viewed product pages and seen streaming TV ads but have not made purchases within 30 days. The generated SQL queries can then be used for retargeting campaigns spanning various channels, from streaming TV awareness to sponsored product conversion tactics.

Beyond basic query generation, the system provides step-by-step explanations of how it constructs the code. This allows advertisers to understand the logic behind audience creation and modify queries as needed. The tool also responds to questions about creating specific audience segments, such as identifying customers who have heard audio ads but have not completed purchases.

Robert Avellino, vice president of innovation and growth at Tinuiti, stated that the SQL generator expands data analysis capabilities across their organization. "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," he said.

The tool integrates with Amazon's broader advertising ecosystem, which includes creative generators for images, video, and audio content. It also works alongside AI-driven campaign optimization and relevancy models in the Amazon DSP (Demand-Side Platform).

The SQL generator processes natural language inputs through advanced algorithms to create database queries. These queries can access various data points across Amazon's advertising platforms, including:

  • Product page interactions
  • Streaming TV ad exposure
  • Audio ad engagement
  • Purchase history
  • Cross-channel customer behavior

The system maintains data privacy and security controls while providing advertisers access to aggregated audience insights. Advertisers can only query data related to their own campaigns and authorized customer segments.

Amazon Ads reaches over 275 million ad-supported customers monthly across owned and operated properties in the United States. The SQL generator will be available to all AMC customers in early 2025, joining Amazon's suite of advertising technology solutions.

Industry analysts note this development follows broader trends in marketing technology, where artificial intelligence is being applied to simplify complex technical tasks. The tool potentially reduces barriers to entry for advertisers who lack extensive SQL expertise while enabling more sophisticated analysis for experienced users.

To utilize the SQL generator, advertisers must:

  • Have an active Amazon Marketing Cloud account
  • Access the AMC interface
  • Provide natural language descriptions of desired audience segments
  • Review and validate generated SQL queries
  • Execute queries within AMC to create audience segments
  • Activate audiences through Amazon DSP or ads console

The system aims to reduce query development time significantly:

  • Traditional manual SQL coding: Several hours per query
  • SQL generator: Minutes per query
  • Query validation: Included step-by-step explanation
  • Audience activation: Immediate upon query execution

The tool represents a significant technical advancement in marketing data analysis, though its real-world impact will become clearer as advertisers begin implementing it across campaigns in 2025.