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Diving overview:
- Amazon is beta testing a new platform that integrates Amazon Ads with various artificial intelligence platforms to enable simpler and more tailored campaign integrations, the company announced at IAB ALM last week.
- The new Amazon Ads MCP server is built on Model Context Protocol, an open standard that allows AI platforms to communicate with external tools. The Amazon Ads MCP server acts as a translation layer between the AI agent and the Amazon Ads API, turning natural language prompts into structured campaigns.
- Additionally, Amazon Ads MCP Server includes pre-built features and workflows that reduce the complexity of launching and running Amazon Ads campaigns. The tool reduces multi-step workflows to simple actions, such as creating an account, generating reports, and extending campaigns to new locales.
Dive Insight:
It seems like every day there’s a new AI-powered platform that aims to make it easier to create, launch, and track campaigns. Ironically, there are so many tools and agents on the market that managing them has become very complex. Amazon Ads MCP Server is designed to seamlessly integrate multiple AI platforms into a common marketplace.
Specifically, the Amazon Ads MCP server recognizes the limitations of the current API, which is designed to handle individual tasks individually rather than complete workflows that an AI agent is responsible for managing. As a result, these agents end up stringing together individual steps rather than executing a coordinated campaign, reducing efficiency and effectiveness.
According to a blog post by Paula Despins, vice president of ad measurement at Amazon Ads, the Amazon Ads MCP server acts as an “instruction manual” for AI agents to turn complex, multi-step operations in ad workflows into simple actions that can be processed with natural language prompts. The result is a simple and easy-to-use platform.
“For example, if an advertiser is running a campaign in the U.S. and Canada, we have the tools to quickly expand the campaign to other countries with a single prompt,” Despin wrote.
Marketers can also use the server’s built-in tools to create end-to-end Sponsored Products campaigns. This process typically requires at least three actions, including creating a campaign, setting up an ad group, and creating an ad. Do this using one prompt.
This server works with both custom-built agents and platforms such as Claude, ChatGPT, and Gemini to help integrate insights and automation. It’s also designed to be compatible with Amazon’s evolving APIs without requiring code rewrites or other maintenance.
Amazon Ads MCP Server is built on the Ads Agent tool that Amazon introduced at its annual unBoxed event. This tool now allows agent AI to interact with Amazon’s first-party data within the Amazon advertising console using conversational language.
Amazon’s revenue for the fourth quarter of 2025 rose 14% to $213.4 billion, according to its latest earnings report. AI and its Amazon Web Services business were the focus of the report, in which the company committed to investing approximately $200 billion in capital expenditures, primarily in AWS.
