LAS VEGAS – Amazon (NASDAQ: ) Ads unveiled a new SQL generator for its Amazon Marketing Cloud (AMC) at CES 2025 that offers advertisers an artificial intelligence tool to generate SQL queries using natural language. This innovation aims to simplify the process of generating information from advertising data, which will enable the development of target audiences on streaming TV, audio and digital channels. The move comes as Amazon, currently valued at $2.33 trillion, continues to exercise a dominant position in the market. According to InvestingPro, the company has maintained strong revenue growth of ~12% over the past twelve months to reach $620 billion.
The SQL Generator makes it easy to create custom audiences for Amazon Ads campaigns by interpreting advertisers’ desired audience descriptions and automatically generating the corresponding SQL code. This reduces the time required to develop requirements from hours to minutes, increasing efficiency and productivity.
For example, an advertiser might enter a query like, “Create an audience of customers who viewed our product pages and watched my streaming TV ads, but didn’t make a purchase in the last 30 days.” AI then produces a query that can be used to target users through different advertising channels.
Paula Despins, vice president of ad measurement at Amazon Ads, highlights the benefits of SQL Generator, emphasizing its role in helping advertisers use data and Amazon shopping and streaming signals for comprehensive advertising strategies.
The tool also provides guidance for advertisers, answers questions, and offers step-by-step instructions for building cross-channel audiences. This capability has been praised by industry professionals, including Robert Avelino, Tinuiti’s VP of Innovation and Growth, who praised SQL Generator for his agency’s ability to quickly translate complex audience concepts into actionable insights.
Amazon Ads continues to invest in AI across its services, introducing features such as creative generators and AI-driven campaign optimization. The SQL generator will be available to all AMC customers in early 2025.
This development is part of Amazon’s broader advertising solutions, which provide comprehensive advertising strategies for businesses of all sizes, leveraging first-party insights and broad access to Amazon’s platforms and content. The company’s advertising division reaches more than 275 million consumers in the US every month.
The information in this article is based on a press release.
In other recent news, Amazon’s cloud computing division, Amazon Web Services (AWS), plans to invest approximately $11 billion to expand its infrastructure in Georgia. The investment is part of a broader strategy to strengthen Amazon’s position in the increasingly competitive cloud computing market. In addition, AWS has started to collaborate Honda The automotive company (NYSE: ) to transform its automotive line into software-defined vehicles (SDVs) using AWS’s Digital Point of Interest (DPG) platform. This partnership aims to accelerate the development of new electric vehicle capabilities and mobility solutions.
In other recent developments, Anthropic, an artificial intelligence startup with significant Amazon backing, is in advanced talks to raise $2 billion. If successful, this funding round could raise the startup’s valuation to $60 billion. Loop Capital recently reaffirmed a Buy rating on Amazon, citing strong demand and a positive margin outlook for AWS and the company’s retail operations. In addition, Amazon won a warrant to buy up to 1.16 million shares in Jabil, a manufacturing services firm.
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