Amazon Ads launched its first expert tool, AMC SQL Generator, in a closed US beta on 29 September, adding it to an MCP Server that has established more than 700 external connections since February, MediaPost reported.
Key points
- The tool generates validated Amazon Marketing Cloud SQL queries from natural-language requests, according to an Amazon spokesperson.
- Third-party agents can call an expert tool for specialised tasks while retaining control of the wider workflow.
- Amazon Ads plans broader availability for the generator in early 2027.
AMC SQL Generator enters closed beta
Expert tools are a new tier of the Amazon Ads MCP Server, through which outside AI agents can use specialised Amazon Ads capabilities for complex advertising work. The AMC SQL Generator converts a request written in ordinary language into a validated query for Amazon Marketing Cloud, according to an Amazon spokesperson quoted by MediaPost.
One example is an agent asking for an audience of customers who saw an advertisement but made no purchase in the previous 30 days. The expert tool generates the query for that request. The work it automates is query development, rather than the entire process of planning and running a campaign.
Amazon distinguishes these tools from the standard functions already available through the server. Standard tools execute individual actions or preset API workflows. Expert tools bring Amazon Ads context, reasoning and validation to tasks that require more specialised work. An external agent remains responsible for managing the overall workflow and calls on an expert tool when needed, an Amazon Ads spokesperson said.
That arrangement lets agencies and technology providers build AI products around Amazon’s advertising systems while using Amazon’s own tools for specialised steps. For the SQL generator, the immediate application is producing a query tailored to an advertiser’s request without requiring the developer to build the same Amazon Marketing Cloud SQL expertise into its agent.
Amazon Ads extends its MCP Server
Amazon introduced the MCP Server in February as a connection between its advertising platform and external workspaces and AI agents. More than 700 external connections have since been established for uses including campaign management and reporting. That figure counts connections, rather than advertisers, campaigns or spending handled through the server.
The company is extending expert tools to partners across three AI-based campaign types: Sponsored Ads, Full-Funnel Campaigns, and Display, Video, and Audio+. Partners can therefore build on the same server while addressing different parts of Amazon’s advertising offer, from sponsored placements to video and audio campaigns.
Joe O’Connor, senior director of strategic marketplace services for Amazon at agency Tinuiti, has called the MCP Server a “universal translator for AI”. In a LinkedIn post described by MediaPost, he contrasted the server’s standard connection with the custom integrations previously needed to link AI systems to advertising platforms.
Australian advertisers gain external AI access
Amazon’s Australian rollout provides a separate example of how it is opening its advertising systems to outside tools. The company said at a local advertising event that its MCP Server would enter open beta in Australia, allowing advertisers, agencies and technology partners to connect tools including Claude and ChatGPT for campaign creation, reporting and account management, ContentGrip reported on 18 September.
In that rollout, Amazon also presented Ads Agent as its own natural-language interface for self-service Amazon DSP advertisers. Buyers can use it for campaign creation, optimisation and analysis. The MCP Server serves a different route into Amazon Ads: it lets a buyer or partner work through an external AI tool.
The Australian announcement also covered advertising inventory. Buyers there can access audio inventory from SCA, ARN and Nova Entertainment alongside Spotify through Amazon DSP. Amazon Audiences is extending to Netflix inventory in Australia, allowing advertisers to apply Amazon shopping, browsing and streaming signals to placements beyond Amazon-owned media.
The Australian MCP Server open beta and the US closed beta for AMC SQL Generator cover different capabilities. The Australian connection gives external tools access to Amazon’s advertising systems. The new expert tool gives those agents a way to request a specialised Amazon Marketing Cloud query within their workflow.
Amazon Ads plans to make AMC SQL Generator more broadly available in early 2027, MediaPost reported.
