Amazon's AMC SQL Generator Beta

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### Commentary

# Amazon Ads Unveils New AI Tools

* by [Laurie Sullivan](https://www.mediapost.com/publications/author/2023/laurie-sullivan/) , Staff Writer, September 29, 2026


Amazon Ads Agent, the company's newly rebuilt advertising ecosystem, will introduce AI-powered tools to partners, agencies and technology providers that want to build their own AI-powered solutions across Amazon's advertising ecosystem.

Supported by Amazon Ads' newly rebuilt three AI-based campaign types, "Sponsored Ads," "Full-Funnel Campaigns,” and "Display, Video, and Audio+,” Amazon will extend agentic capabilities to partners using these "expert tools.”

The "expert tools" are a new tier of capabilities on the Amazon Ads MCP Server that enable third-party AI agents to access specialized Amazon Ads expertise to complete complex advertising tasks.

The first tool in the expert tools program is the "AMC SQL Generator Expert Tool." It launches today in closed beta in the United States, with broader availability planned for early 2027.

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AMC SQL Generator translates natural-language requests into validated Amazon Marketing Cloud (AMC) SQL queries, according to an Amazon spokesperson.

Expert tools differ from standard Amazon Ads MCP tools in the type of work they perform.

Standard tools carry out individual actions or predefined API workflows, while expert tools apply specialized Amazon Ads context, reasoning, and validation to complete more complex tasks.

A third-party AI agent continues to manage the overall workflow and can call an expert tool when a task requires deeper Amazon Ads expertise, according to an Amazon Ads spokesperson.

For example, an agent can request an audience of customers who viewed an ad but did not purchase in the last 30 days, and the tool generates a query ready.

The tools combine Amazon Ads domain knowledge, reasoning, and validation to provide results that are tailored to a specific task.

By integrating expert tools into their existing workflows, developers can simplify complex tasks and build more sophisticated advertising solutions without having to develop specialized Amazon Ads expertise themselves.

Introduced in February, the Amazon Ads MCP Server connects external workspaces and AI agents to Amazon Ads.

Since its launch, more than 700 external connections have been established across areas such as campaign management and reporting.

Joe O'Connor, senior director of strategic marketplace services for Amazon at the independent ad agency Tinuiti, described the MCP server as a "universal translator for AI."

Earlier this year in a LinkedIn post, he wrote that connecting AI to platforms once required complex custom bridges, but the Amazon MCP Server becomes a standard plug-in, allowing AI agents to read the manual of a platform and take action in plain English to carry out commands.

It is intended to simplify complex query development and helps partners build more sophisticated advertising solutions without requiring specialized AMC SQL expertise.

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About the Author

 [Laurie Sullivan](http://www.mediapost.com/people/lsullivanmediapost) is a writer and editor for MediaPost. You can reach Laurie at [email protected].

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