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 simplify the process of generating insights from advertising data, which allows the development of targeted audiences in 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 maintained strong revenue growth of ~12% over the past 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 audiences and automatically generating the corresponding SQL code. This reduces the time required to develop requests from hours to minutes, increasing efficiency and productivity.
For example, an advertiser might enter a query like “Create an audience of customers who viewed our product pages and watched my streaming TV commercials but did not purchase in the last 30 days.” The AI then produces a query that can be used to retarget customers through different advertising channels.
Paula Despins, vice president of ad measurement at Amazon Ads, highlighted the benefits of the SQL generator, emphasizing its role in allowing advertisers to leverage Amazon shopping and streaming data and signals for advertising strategies. complete advertising.
The tool also provides guidance for advertisers, answers questions and offers 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 praised the SQL generator for enabling his agency to quickly translate complex audience concepts into insights action
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, using first-party insights and extensive reach across Amazon’s platforms and content. The company’s advertising division reaches more than 275 million customers each month in its US properties.
The information in this article is based on a press release.
In other recent news, Amazon’s cloud computing division, Amazon Web Services (AWS), will 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 into a partnership with Honda Motor Company (NYSE: ) to transform its automobile line into software-defined vehicles (SDVs), using AWS’s Digital Proving Ground (DPG) platform. This collaboration aims to accelerate 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 round of funding 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. In addition, Amazon secured a warrant to buy up to 1.16 million shares in Jabil, a manufacturing services company.
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2025-01-08 16:24:00
