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 streamline the process of generating insights from advertising data, allowing for the development of targeted audiences 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 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 advertisers’ descriptions of their desired audience and automatically generating the corresponding SQL code. This reduces the time needed to develop queries from hours to minutes, enhancing efficiency and productivity.
For instance, an advertiser can input a request such as, “Create an audience of customers who have viewed our product pages and seen my streaming TV ads but haven’t purchased in the last 30 days.” The AI then produces a query that can be used to retarget customers through various advertising channels.
Paula Despins, vice president of ads measurement at Amazon Ads, highlighted the benefits of the SQL generator, emphasizing its role in enabling advertisers to leverage data and Amazon’s shopping and streaming signals for comprehensive advertising strategies.
The tool also provides guidance for advertisers, answering questions and offering step-by-step instructions for building cross-channel audiences. This capability has been praised by industry professionals, including Robert Avellino, vice president of innovation and growth at Tinuiti, who commended the SQL generator for empowering his agency to rapidly 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 is set to be available to all AMC customers in early 2025.
This development is part of Amazon’s broader advertising solutions, which provide full-funnel advertising strategies to businesses of various sizes, utilizing first-party insights and extensive reach across Amazon’s platforms and content. The company’s advertising division reaches over 275 million customers monthly across its U.S. properties.
The information in this article is based on a press release statement.
In other recent news, Amazon’s cloud computing division, Amazon Web Services (AWS), is set 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 has entered a collaboration with Honda Motor Company (NYSE:) to transform its automobile lineup into software-defined vehicles (SDVs), utilizing AWS’s Digital Proving Ground (DPG) platform. This partnership aims to expedite the development of new electric vehicle capabilities and mobility solutions.
Among other recent developments, Anthropic, an artificial intelligence startup with significant backing from Amazon, is in advanced negotiations 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 for Amazon, citing strong demand and a positive margin outlook for AWS and the company’s retail operations. Additionally, Amazon has secured a warrant to purchase up to 1.16 million shares in Jabil, a manufacturing services firm.
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