LAS VEGAS – Amazon (NASDAQ:) Ads unveiled a new SQL generator for its Amazon Marketing Cloud (AMC) at CES 2025, offering advertisers an artificial intelligence tool to create SQL queries using natural language. This innovation aims to simplify the process of generating insights from advertising data, enabling target audience development across streaming TV, audio and digital channels. The move comes as Amazon, currently valued at $2.33 trillion, continues to leverage its dominant market position. According to InvestingPro According to the data, the company has maintained strong revenue growth of ~12% over the last twelve months, reaching $620 billion.
The SQL generator simplifies the creation of custom audiences for Amazon Ads campaigns by interpreting the description of the advertiser’s desired audience and automatically generating the corresponding SQL code. This reduces the time required to develop queries from hours to minutes, increasing efficiency and productivity.
For example, an advertiser might enter a query like “Create an audience of buyers who viewed our product pages and saw my streaming TV ads, but didn’t make a purchase in the last 30 days.” The AI then produces a query that can be used to retarget customers through different advertising channels.
Paula Despins, vice president of ad measurement at Amazon Ads, highlighted the benefits of the SQL generator, highlighting its role in enabling advertisers to leverage data and Amazon’s buying and streaming signals for comprehensive advertising strategies.
The tool also provides guidance for advertisers, answering questions and offering step-by-step instructions for building a multi-channel audience. This capability has been praised by industry experts, including Robert Avellin, vice president of innovation and growth at Tinuiti, who praised the SQL generator for enabling his agency 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 should be available to all AMC users in early 2025.
This development is part of Amazon’s broader advertising solutions, which provide businesses of all sizes with end-to-end advertising strategies, leveraging first-party insights and extensive reach across Amazon’s platforms and content. The company’s advertising division reaches more than 275 million customers per month in its US facilities.
The information in this article is based on a press release.
In other recent news, Amazon’s cloud computing division, Amazon Web Services (AWS), intends to invest approximately $11 billion in Georgia to expand its infrastructure. The investment is part of a broader strategy to strengthen Amazon’s position in the increasingly competitive cloud computing market. In addition, AWS entered into cooperation with Honda Motor Company (NYSE: ) will transform its car line into software-defined vehicles (SDVs), using AWS’s Digital Proving Ground (DPG) platform. This partnership aims to accelerate the development of new electric vehicle capabilities and mobility solutions.
Among other recent developments, Anthropic, an artificial intelligence startup with significant Amazon backing, is in advanced talks to raise $2 billion. If successful, this round of funding 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 has secured a warrant to purchase up to 1.16 million shares of Jabil, a manufacturing services company.
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