Amazon has officially announced Ads Agent during its unBoxed 2025 event, marking a significant leap in advertising automation within Amazon Ads, Amazon DSP, and Amazon Marketing Cloud (AMC). The company presents it as a specialized AI agent—not just another chatbot—capable of executing complex operational tasks, optimizing campaigns, and translating natural language into SQL.
What is Amazon Ads Agent?
According to Amazon, Ads Agent is designed to automate manual processes and reduce operational friction for advertisers. It does not generate ad copy or creative assets; its main function is to execute actions and build campaign structures.
Automatic campaign creation from a media plan
One of the most notable features is that Ads Agent can transform a media plan (even a complex one in Excel) into fully configured campaigns within Amazon DSP.
Amazon explains that the agent allows advertisers to “Upload a custom media plan and let Ads Agent create the campaign structure and ad groups for you.” This represents a radical shift in a process that previously required hours of manual work.
Operational actions via natural language instructions
Another revolution: Ads Agent allows users to execute operational commands simply by describing what they want to do. Some examples cited in specialized media include:
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“Pause all campaigns with a ROAS below 2.”
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“Adjust pacing for STV campaigns to spend the budget before Friday.”
This means the need to navigate countless menus or perform manual adjustments can be eliminated.
The biggest transformation: automatic SQL in Amazon Marketing Cloud
AMC is extremely powerful, but until now it was limited to those who knew SQL.
Ads Agent removes that barrier with a system that translates natural language into SQL queries, enabling advanced analysis without technical knowledge. According to Amazon, it “Creates complex AMC analytical queries using natural language and lets Ads Agent translate them into SQL.”
Some examples shown in specialized outlets include:
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“Show me the purchase rate of users who watched my STV ad and then watched the show.”
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“Create an audience of users who saw my display ad 3 times and did not purchase.”
This democratizes AMC on an unprecedented scale.
Why is this move so important for Amazon?
This launch aligns with the broader trend of “AI agents” being adopted by platforms like Google and Meta.
But Amazon focuses on a critical point: eliminating operational work, which some media describe as “the end of manual campaign management,” moving toward a more automated, technology-led workflow.
What does this mean for the future of retail media?
If Ads Agent delivers on its promise, we will see:
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Less manual work, leading to reduced operational time and fewer errors.
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Advanced insights without SQL knowledge: more analysis and continuous optimization.
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Increased adoption of AMC.
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A shift in the role of agencies (less mechanical work, more strategic input).
Amazon is not just launching a new feature—it is redefining how work gets done within its advertising ecosystem.
Conclusion
Amazon Ads Agent is not just another tool; it is a structural change that will automate most repetitive tasks, shorten processes, reduce errors, and democratize advanced analytics in Amazon Marketing Cloud.
For advertisers and agencies, it represents an opportunity to work in a more strategic and less operational way.
