Introducing the Amazon Ads MCP Server, the foundation for the next generation of advertising workflows

The pace of innovation and automation in advertising is accelerating. AI agents and agent-assisted workflows are helping businesses move more quickly from insight to action than ever before, reducing operational complexity and unlocking new performance capabilities. At our annual event for advertisers and partners, unBoxed, we introduced Ads Agent—a conversational experience that combines agentic AI capabilities with Amazon’s first-party insights to help advertisers perform complex advertising workflows in the Amazon Ads console. Our next chapter is about extending these agentic capabilities beyond our console.

Today, we're announcing the Amazon Ads MCP Server is now in open beta. Built on the Model Context Protocol (MCP)—an open standard for how AI systems communicate with external tools—the Amazon Ads MCP Server connects AI agents to Amazon Ads API functionality and acts as a translation layer that turns natural language prompts into structured API calls. This enables agents to access Amazon Ads functionality without requiring custom, one-off integrations, eliminating the need for multiple point-to-point connections and ongoing maintenance. Advertisers and partners can use a single integration to connect custom-built agents or AI platforms such as Claude, ChatGPT, or Gemini. Once connected, the Amazon Ads MCP Server allows agents to access individual Amazon Ads capabilities such as creating, updating, or deleting campaigns; running performance and reporting queries; managing account-level settings; and accessing billing and financial data.

This connectivity alone doesn't guarantee reliable outcomes, though—especially in advertising, where real-world workflows often span multiple systems and decisions. Straightforward tasks like launching a campaign in a new country can involve dozens of manual steps.

Traditional APIs have been the backbone of advertising automation, powering insights and action at scale. APIs remain essential for programmatic operations, but they were designed to expose specific capabilities one at a time, not to coordinate the kind of complete, autonomous workflows that AI agents now need to manage. Without guidance, agents must piece together how individual steps fit together, and they don't reliably produce the best results.

To address this, the Amazon Ads MCP Server includes tools that contain pre-built capabilities and workflows. These tools reduce complexity by orchestrating Amazon Ads capabilities into complete, multi-step operations that are core to everyday advertising workflows: creating accounts, generating reports, launching campaigns, and expanding to new locales. They act as an instruction manual, turning complex advertising operations into simple actions an agent can execute. For users, tools are simple to invoke through natural language prompts. Behind the scenes, tools take care of the coordinated sequence of actions needed to complete the workflow.

MCP tools reduce the heavy lifting for common advertising actions, so advertisers and partners can focus on their unique use cases and what differentiates them—their strategies, their experience, and their expertise. For example, if an advertiser is running campaigns in the U.S. and Canada, we have a tool that enables them to quickly expand it to another country with a single prompt. We’ve also launched a tool to create end-to-end Sponsored Products campaigns in a single workflow. The tool handles what would normally require three or more operations—creating the campaign, setting up ad groups, and creating ads—using a single prompt. This generates a ready-to-launch campaign that only needs review and approval, helping advertisers move faster while reducing manual setup.

As agent-assisted workflows become central to how advertising work gets done, reliable infrastructure matters. The Amazon Ads MCP Server provides the connectivity agents need, while tools help them complete complex advertising tasks reliably. By building open, standards-based infrastructure for advertising, Amazon Ads is creating a scalable foundation that helps advertisers and partners innovate.

The Amazon Ads MCP Server and tools are available globally in open beta to Amazon Ads partners with active API credentials.