Aaand the AI chat continues in 2025 with the news that Amazon Ads have introduced a new generative AI tool, making the SQL generator available in Amazon Marketing Cloud (AMC). But what is it? What can it do? And is it as good as it sounds?
What is the SQL Generator?
The SQL generator is a natural language query tool that uses generative AI to help advertisers create highly targeted custom audiences faster and more easily than ever before.
In brief, SQL (Structured Query Language) is a programming language used to manage and manipulate data – a super-powerful tool for organising and analysing large amounts of information.
The SQL generator helps Amazon Advertisers create SQL queries which in turn create audience segments based on user behaviour and advertising data.
Traditionally, you had to know how to code to write these SQL queries, but the new SQL generator uses generative AI to automate the process, making it far more accessible to non-techie types and those without advanced audience segmentation tools at their fingertips.
And it’s also a lot quicker – the process can take minutes rather than hours.
So yes, it’s a brilliant innovation that can save valuable time and create highly-targeted campaigns with ease.
But what does it mean for brands, and how can you make the most of it?
Let’s explore the potential, the limitations – and what you need to know to leverage this tool effectively.
How it works
With the SQL generator, you can:
- Use natural language prompts to create custom audiences – for example, you could say: “Create an audience of customers who viewed my product pages and saw my streaming TV ads but haven’t purchased in the last 30 days”, and the SQL generator will give you the query you need to build the audience in Amazon DSP or Ads Console.
- Get step-by-step guidance, with questions like “how can I create an audience of customers who have heard our audio ads but haven’t made a purchase?”. The SQL generator then gives you the query, together with clear instructions.
- Activate audiences across channels – custom audiences can be used in campaigns spanning streaming TV, audio and digital ads for full-funnel strategies.
The Pros
- It’s a time-saver, drastically reducing hours of coding time.
- It’s accessible even to non-technical team members, improving opportunities for collaboration and innovation across your team.
- The ability to create tailored audiences so quickly is designed to help you run more relevant, effective and impactful campaigns, whether you’re retargeting abandoned carts or engaging first-time buyers.
- It can help increase productivity, letting your team explore novel use cases and refine your audience strategies more efficiently – which in turn means you can get better value from AMC’s capabilities.
The Considerations – What brands should watch out for…
- As with all AI, data quality is key – the accuracy of the output depends completely on how good your input data is. Inaccurate or incomplete information might lead to ineffective audiences and/or wasted ad spend, so take the time to make sure your data is clean, accurate and well-structured.
- There’s a learning curve. Using the SQL generator effectively calls for a grasp of audience-building principles and AMC’s wider capabilities – your team might need extra training, expert support or a bit of both to unlock the full potential.
- Never over-rely on automation. As powerful as AI is, it’s not a substitute for human insight and strategic nous.
- Be aware of the potential for misalignment – without clear parameters or human validation, the tool could produce audience segments that don’t properly align with your campaign objectives. It’s crucial to review generated queries thoroughly before you put them into play.
The Bottom Line
Is it a game-changer for Amazon Ads? Yes, we think it can be.
But, as with any tool, its success depends on how effectively you use it.
By combining the power of generative AI with clean data, strategic oversight and a well-trained team, the SQL generator is a brilliant addition to your arsenal – helping you to stay ahead of the competition, optimise ad spend and achieve measurable growth on Amazon.
Want our expert guidance to help leverage this and other Amazon innovations for success in 2025 and beyond? Speak to the team today.