Treasure Data expands AI Marketing Cloud access through AWS Marketplace

Treasure Data expanded access to its customer data platform technology on December 2, 2025, announcing availability through AWS Marketplace at Amazon Web Services re:Invent 2025 in Las Vegas. The move enables global brands to procure and deploy the company's AI Marketing Cloud directly through AWS infrastructure.

The company now offers its complete product portfolio through the marketplace. Treasure Data AI Marketing Cloud, Treasure Data AI Agents, and Treasure Data Intelligent CDP became available for purchase through AWS Marketplace, according to the announcement. Organizations can procure, deploy, and manage these solutions while utilizing AWS security, scalability, and consolidated billing systems.

Treasure Data's platform combines customer data infrastructure, AI agent capabilities, and activation tools designed to enable personalized marketing campaigns. The company positions the technology as reducing total cost of ownership by eliminating dependencies on multiple marketing and data tools. According to CEO and co-founder Kaz Ohta, "As a longtime partner of Amazon Web Services, we're excited to further accelerate distribution of our AI-enabled marketing platform to AWS customers. Since its release, the response to AI Marketing Cloud has been incredible. We look forward to helping more marketing teams efficiently orchestrate hyper-personalized customer experiences to accelerate revenue growth."

The AWS Marketplace integration reflects broader trends in marketing technology infrastructure consolidation. AWS generated $30.9 billion in revenue and $10.2 billion in operating income in the third quarter of 2025, accounting for roughly 70 percent of Amazon's total profit. The cloud infrastructure provider has expanded its advertising technology capabilities throughout 2025, launching AWS RTB Fabric in October to provide specialized infrastructure for real-time bidding systems.

Treasure Data's customer data platform category has experienced significant technological development throughout 2025. The company introduced AI agents for marketing operations in October, featuring persona-based generative AI interfaces designed to enhance marketing and customer-centric operations. These capabilities enable data science teams and partners to develop custom generative AI applications on top of the CDP infrastructure.

The platform processes unified customer data from multiple sources to support personalized marketing experiences across channels. Treasure Data's Intelligent CDP combines batch and real-time data processing to enable AI-driven customer journey personalization. The system aims to increase conversions and optimize spending across marketing channels through integrated data analysis and activation capabilities.

Marketing Super Agent represents Treasure Data's most advanced AI capability, announced at CDP World in October 2025. Unlike traditional copilots that respond to prompts, Marketing Super Agent plans, creates, and executes marketing work by orchestrating specialized task agents while maintaining persistent memory across workflows. The system operates as a hub for daily marketing operations, dynamically assembling and coordinating specialist task agents for deep research, sentiment analysis, persona development, competitor intelligence, campaign concepting, and channel-specific ad generation.

Each agent within Marketing Super Agent collaborates through a shared live memory layer, enabling cross-workflow reasoning that builds context understanding and executes multi-step marketing tasks. The technology represents what Treasure Data terms a "category-defining AI marketer" that maintains stack-agnostic flexibility while operating within the AI Marketing Cloud infrastructure. This approach differs from platform-specific tools by providing orchestration capabilities across marketing technology ecosystems.

The AWS Marketplace availability coincides with Treasure Data's expanded Trade-Up program designed to help companies consolidate marketing technology tools. The program offers incentives for organizations replacing legacy platforms with Treasure Data solutions. According to the announcement, qualified companies switching from legacy engagement platforms to Treasure Data's Engagement AI Suite receive up to 24 months free with multi-year commitments. Organizations migrating from existing CDPs pay in full only after their current contracts end.

A multi-billion-dollar North American retailer switched to Treasure Data and saved over $3 million while reducing recurring costs by 40 percent over three years, according to the company. The Trade-Up program positions cost reduction and tool consolidation as primary value propositions for enterprise marketing technology buyers evaluating CDP alternatives.

The integration matters for marketing professionals managing complex data infrastructures across multiple clouds and platforms. AWS Marketplace provides standardized procurement processes that simplify vendor management, particularly for organizations already operating within AWS environments. The consolidated billing structure enables finance teams to manage marketing technology spending through existing AWS relationships rather than establishing separate vendor agreements.

Customer data platforms have become critical infrastructure as privacy regulations eliminate third-party cookies and deprecate traditional audience targeting methods. Organizations need first-party data systems to support personalized marketing without reliance on third-party identifiers. Treasure Data partnered with Acxiom in 2022 to enable full-funnel personalization and attribution through identity resolution capabilities.

The timing of Treasure Data's AWS Marketplace expansion aligns with accelerating adoption of AI agents across marketing technology platforms. 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 vendors have announced similar autonomous capabilities throughout 2025.

Amazon launched Ads Agent in November 2025 for automated campaign management across Amazon Marketing Cloud and Multimedia Solutions with Amazon DSP. The system automates campaign creation, audience targeting, and optimization through natural language commands. Adobe introduced Experience Platform Agent Orchestrator in September 2025 for managing AI agents across Adobe and third-party marketing technology ecosystems.

Treasure Data's AI agents differ from these implementations by focusing specifically on customer data platform operations rather than campaign management or analytics workflows. The company's agent architecture addresses data unification, audience segmentation, and activation workflows that precede campaign execution. This positioning reflects the CDP category's role as foundational infrastructure supporting downstream marketing technology systems.

The AWS infrastructure provides technical advantages for data-intensive CDP operations. Real-time data processing requirements demand low-latency network connections and high-throughput data transfer capabilities. AWS offers global infrastructure with regional data centers that enable compliance with data residency requirements while maintaining performance standards. Organizations operating in multiple jurisdictions can deploy Treasure Data instances in specific AWS regions to address regulatory requirements.

Security considerations influence enterprise CDP selection. AWS provides SOC 2, ISO 27001, and GDPR compliance certifications that reduce audit requirements for organizations implementing new marketing technology. Treasure Data's platform inherits these security frameworks when deployed through AWS Marketplace, simplifying compliance verification processes for information security teams evaluating CDP vendors.

The integration enables simplified deployment for marketing teams lacking dedicated IT resources. AWS Marketplace provides standardized installation procedures that reduce implementation complexity compared to custom deployments requiring technical expertise. Organizations can provision Treasure Data instances through AWS Management Console rather than coordinating with multiple vendor support teams. This self-service approach accelerates time-to-value for marketing organizations seeking rapid CDP implementation.

Pricing structures through AWS Marketplace remain undisclosed in the announcement. Enterprise CDP pricing typically involves base platform fees plus usage-based charges for data volume, API calls, and activation events. Organizations negotiate pricing based on profile volume, integration complexity, and feature requirements. The AWS Marketplace availability may introduce standardized pricing tiers that differ from custom enterprise agreements previously required for Treasure Data implementations.

Competitive dynamics within the CDP category have intensified throughout 2025. The Forrester Wave for Customer Data Platforms for B2B in Q3 2025 recognized Treasure Data as a Strong Performer among eleven evaluated vendors. The company attributes this designation to capabilities delivering real-time personalized customer experiences powered by AI agents and trusted data infrastructure. However, enterprise CDP competition includes established vendors with significant market presence and newer entrants offering specialized capabilities.

The marketing technology consolidation trend that Treasure Data's Trade-Up program addresses reflects broader industry patterns. Organizations accumulated redundant tools during periods of rapid marketing technology adoption, creating inefficiencies and integration challenges. The average enterprise marketing technology stack includes 91 different tools, according to marketing technology conference research. This complexity drives demand for unified platforms that consolidate multiple capabilities.

AI Marketing Cloud competes with integrated marketing clouds from established vendors including Adobe, Salesforce, and Oracle. These platforms provide CDP functionality alongside campaign management, analytics, and content management capabilities. Treasure Data's independent positioning offers stack-agnostic flexibility but requires integration work that fully integrated suites eliminate. The AWS Marketplace availability may attract organizations already standardized on AWS infrastructure seeking CDP capabilities without vendor lock-in to comprehensive marketing clouds.

The customer data platform category continues developing technical standards for interoperability. IAB Tech Lab specifications for identity resolution, attribution measurement, and data collaboration address fragmentation across CDP implementations. Treasure Data's participation in industry standards development enables compatibility with broader marketing technology ecosystems, differentiating the platform from proprietary systems lacking standardized integration capabilities.

Implementation considerations for organizations evaluating Treasure Data through AWS Marketplace include data migration complexity, integration requirements with existing marketing technology, and organizational change management. CDP implementations typically require 3-9 months for enterprise deployments involving multiple data sources, complex business rules, and cross-functional stakeholder alignment. The AWS Marketplace availability simplifies technical deployment but does not eliminate strategic planning requirements for successful CDP adoption.

The announcement positions Treasure Data for growth among AWS-native organizations building marketing technology stacks on cloud infrastructure. Companies operating primarily within AWS ecosystems can add CDP capabilities while maintaining single-vendor relationships for infrastructure, billing, and support. This convenience factor may accelerate adoption among mid-market organizations lacking resources for complex multi-vendor technology evaluations.

Marketing Super Agent's architecture reflects technical approaches emerging across AI agent implementations in advertising technology. The system's persistent memory and multi-agent orchestration capabilities mirror patterns adopted by other vendors developing autonomous marketing systems. However, implementation challenges persist. Gartner predicted in June 2025 that over 40 percent of agentic AI projects will be canceled by the end of 2027 due to escalating costs, unclear business value, and inadequate risk controls.

The AWS re:Invent conference timing provides visibility for the announcement within technical audiences responsible for infrastructure decisions. Amazon's conference attracts developers, architects, and IT leaders evaluating cloud services for enterprise deployments. Treasure Data's presence at re:Invent signals prioritization of technical buyers in addition to marketing decision-makers traditionally targeted by CDP vendors.

Timeline

• February 2022: Treasure Data integrates with Acxiom for full-funnel personalization and attribution capabilities
• January 2024: Treasure Data partners with Artefact to help brands deliver personalized customer experiences
• October 2024: Treasure Data unveils AI Framework with persona-based generative AI chat interfaces
• September 2025: Adobe launches Experience Platform Agent Orchestrator for AI agent management
• October 2025: Treasure Data reveals Marketing Super Agent at CDP World conference
• October 2025: AWS launches RTB Fabric for real-time bidding infrastructure
• November 2025: Amazon introduces Ads Agent for automated campaign management
• December 2, 2025: Treasure Data announces AI Marketing Cloud availability through AWS Marketplace

Summary

Who: Treasure Data, a customer data platform provider founded by CEO Kaz Ohta, announced the expansion affecting global brands, marketing teams, data teams, and IT teams seeking AI-enabled marketing platforms. Amazon Web Services serves as the marketplace infrastructure provider enabling distribution.

What: Treasure Data made its complete product portfolio available through AWS Marketplace, including AI Marketing Cloud, AI Agents, and Intelligent CDP. The platform unifies customer data, AI agents, and intelligent activation capabilities to deliver personalized marketing experiences. Marketing Super Agent provides AI-driven orchestration of specialized task agents for marketing operations.

When: The announcement occurred December 2, 2025, at Amazon Web Services re:Invent 2025 conference in Las Vegas. Marketing Super Agent was revealed at CDP World in October 2025.

Where: The products became available globally through AWS Marketplace infrastructure, enabling organizations to procure and deploy Treasure Data solutions across AWS regions worldwide while maintaining data residency compliance requirements.

Why: Treasure Data aims to accelerate platform adoption among AWS customers by simplifying procurement, deployment, and billing through marketplace integration. The expansion addresses marketing technology consolidation trends as organizations seek to reduce costs by eliminating fragmented tools. AI Marketing Cloud helps companies lower total cost of ownership while powering revenue growth through personalized engagement and AI decisioning capabilities.