Amazon Ads · Status at source date: APIs and reporting
Amazon AMC Expert Tool Enters US Closed Beta for Natural-Language SQL Generation
Amazon says its AMC Expert Tool converts natural-language requests into Amazon Marketing Cloud SQL in a US closed beta, with wider availability planned for early 2027.
What changed
Natural language becomes a query draft
Amazon’s AMC Expert Tool translates natural-language requests into Amazon Marketing Cloud SQL. The announced US closed beta requires an AMC instance, a developer account and Ads API access. General availability is planned for early 2027.
The announcement describes query generation, not automatic analytical validity. Generated SQL may make it faster to begin an investigation, but a fluent request can still contain an ambiguous audience, period or business definition.
Review the query, not only the answer
Inspect the generated query’s audience, time range, joins and metric definitions before relying on the result. Those checks help show whether the intended population is represented, tables are combined as expected and a metric means what the reader assumes.
A reviewer can compare generated SQL with a known query for a narrowly defined question. Record changes made after review so recurring requests can be improved instead of repeatedly reinterpreted.
A useful test is to provide a deliberately precise request and a slightly ambiguous version of the same question. Comparing the generated queries can reveal which assumptions the tool makes when dates, exclusions or audience rules are unstated. This is a validation exercise, not a documented product feature.
Plan beta access separately
Eligibility should be assessed against the stated requirements, not inferred from access to other Amazon agent tools. The AMC Expert Tool has a distinct query-generation purpose and closed-beta conditions.
For an initial evaluation, choose a low-risk analytical question with an established benchmark, preserve the generated query and validate its result. Early 2027 is a planned general-availability window, not a guaranteed release date.
Why it matters for advertisers
The tool could reduce manual SQL drafting in AMC, but its value depends on generated queries preserving the intended audience, timing, joins and measurement logic.
What to check next
- Confirm the AMC instance, developer-account and Ads API prerequisites.
- Validate generated SQL against a known, narrowly defined analytical query.
- Require review of audience, joins, date range and metric definitions before sharing results.
Sources & contributor credit
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