With the Amazon MCP, AI agents may soon be about to create and analyze your Amazon ad campaigns for you.
Amazon just announced the beta launch of the Amazon Model Context Protocol (MCP) Server, which allows external AI systems to securely plug into the Amazon Ads infrastructure, and take actions within it.
That means two things:
- External AI systems will be able securely access all of your data in Amazon, if you allow them to.
- They’ll be able to translate natural-language commands into actions within the Amazon Ads Console.
With a little bit of programming knowledge, providers will be able to connect either their own, custom-built agents or the agents on external platforms like Claude, ChatGPT, and Gemini to the Amazon Ads API.
But here’s the big benefit. Once those connections are in place, brands will be able to give natural-language instructions to the AI agents, who can then take action on Amazon Ads.
With Amazon’s MCP, you’ll be able to:
- Create, update, and delete campaigns
- Run monthly performance queries
- Manage account settings
- Expand an ad campaign to a new country
And so much more.
Why is the Amazon Ads MCP arriving now?
There’s a longer history here. For years, AI agents have struggled to connect to data that exists in walled gardens.
For instance, AI agents lacked an easy way to connect to your calendar, sales data, revenue numbers, and so on, as our CEO Sreenath Reddy wrote on LinkedIn recently.
To get around these roadblocks, solutions providers had to create their own custom connections for everything.
The Amazon MCP is going to make this a lot easier, overnight.
Developer teams at brands or agencies—or, more likely, at solutions providers—now have a choice: either they can expose their data directly to a MCP server, or they can build MCP clients that talk to the MCP servers.
Either way, it’ll unlock countless new possibilities around analytics and reporting.
Will the MCP change how you use Amazon ads?
While there will certainly be a learning curve with the Amazon MCP, the possibilities are going to be immense.
Imagine the time you’ll save creating your campaigns, or running deep analytics on your ads, with just a few simple instructions.
Of course, this is all really a dress rehearsal for deeper integrations—where AI will be a central layer in your reporting stack, not only analyzing what’s working but also running standardized processes for you, like account audits.
How can I prepare for the Amazon MCP era?
There’s a few things you can do now to prepare.
The possibility of creating an entire Amazon ad campaign from natural language alone is undoubtedly exciting. But all of this potential can only be realized if your data is organized for LLMs and AI systems.
First, you need to be sure you actually own your data. If your data walled off with a server provider, and you lose that data when you switch providers, then you’re stuck.
You also need to be sure your data is unified, connected, and segmented for your needs. We know you have data flowing in from many different channels—make sure you have a clear way to bring it all together.
And lastly, ensure our data infrastructure ingests your own custom media and product taxonomies.
An Amazon MCP connection is only useful if it’s able to transmit information in the way you actually use it. You shouldn’t have to give up the nuances of your sub-brands, product lifestyle stages, sizing, and other custom taxonomies. Intentwise can help you build this data foundation.
What is the different between the Amazon Ads MCP and other MCPs?
The Amazon Ads MCP is merely an execution vehicle. You can take actions in your ads account through natural language queries. Create new campaigns and adjust bids with straightforward prompts.
By contrast, companies like Intentwise now offer MCPs that connect your Amazon and other retail media data directly to Claude, Copilot, or your preferred AI agent.
Intentwise’s industry-leading MCP, AI Gateway, brings data from all of your retail media platforms into your AI agent. Securely connect data from Amazon, Walmart, Shopify, TikTok, Meta, and more to your AI agent, and conduct multi-channel analysis that previously seemed cumbersome at scale.
With Intentwise’s MCP, Claude, Copilot, and ChatGPT will become part of your retail media data stack, allowing you to ask diagnostic questions or build custom dashboards across all of your sales and advertising channels.
Plus, Intentwise’s MCP embeds a semantic layer of expertise about TikTok, Walmart, Amazon, Shopify, and all of your e-commerce channels, so you ensure the answers you get back are as accurate as possible.
We think of Amazon MCP as the perfect complement to the AI Gateway: our server conducts deep analysis across Amazon and your other retail media platforms, while Amazon’s lets you take cross-cutting actions on Amazon itself.
