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Compare Amazon Ads agents

Amazon Ads Agent vs Kuudo: Your Agent or Amazon's

Amazon Ads Agent is Amazon's ad platform, and its built-in AI is Amazon's agent, working from Amazon's signals and opened at Amazon's pace. Choose it if you want Amazon's AI to run your campaigns. Choose Kuudo if your own agent should run them, through Amazon's APIs, on your rules, beside seller, vendor and AMC work.

Kuudo facts come from the Amazon Ads MCP tools reference and the Skills, pricing, DPA and Agent Flow pages. Amazon facts come from Amazon's Amazon Ads Agent platform page, its conversational experience page, the September 29, 2026 announcement, the Amazon Ads MCP Server overview and two Amazon Marketing Cloud help pages, with the date each was checked.

Thomas Spicer Updated

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Compared on · Amazon Ads Agent facts checked

At a glance

The short version.

All 22 rows, one line per cell. The sourced sentence behind each line, with the page it was checked against and the date, is in the full table below.

Amazon Ads Agent vs Kuudo: Your Agent or Amazon's: 22 criteria at a glance
CriterionAmazon Ads AgentKuudo
The jobs Amazon lists for its conversational experience, answered side by side
Media planSizing, forecasts, budget recommendations2Reach forecasts, budget recommendations10
Display, video and audioMedia plan to DVA+ campaigns213Create DSP Campaign Skill18
Sponsored ads recommendationsApplied after you approve2Amazon's recommendations, applied under policy10
Bulk changesBulk changes in DVA+ advanced settings2Budget Pacing Skill, one approved proposal18
Performance analysisAnalytics, trends, benchmarking, visuals2Report and audit Skills18
Amazon Marketing Cloud queriesPlain-language SQL; uploaded data unused267Marketing Cloud Skill, validated SQL18
Billing and ad policyBilling and ad policy guidance2Billing status and moderation results10
Whose rules decideAmazon's AI and signals; yours not published32Your Skills, readable before they run18
Your own agentMCP Server, for API partners145Your client, your deployment13
Account authorizationAPI partners bring own credentials25One consent per account, reused everywhere11
Beyond an ad platform's own AI
Seller operationsNot published1Yes: the Selling Partner MCP12
Vendor CentralVendors advertise; Vendor Central not published1Yes: the Vendor Central MCP13
CreativeAI-generated creatives in DVA+1Yes: Agent Iris, images and video20
PlaybooksAmazon-provided Skills for its MCP4Skills across the job; write yours18
Operating knowledgeAmazon's shopper signals1Agent Atlas playbooks19
Your dataIn Amazon's platform; export not published2Your own data lake17
Where you use itBuilt-in chat; MCP for outside clients24Any MCP client15
How it runs, and how you buy it
Where it runsAmazon's platform and MCP Server4Your cloud, direct to Amazon14
ApprovalReview and approve; or delegate23Your policy, run log13
Pricing modelMedia priced; the AI's price unpublished1Per Amazon API call16
Seats and organizationsChat for enrolled advertisers; seats unpublished225 seats, 5 organizations15
Free tierChat in closed beta; pages disagree28Community, free15

Side by side

Where the two actually differ.

22 rows. The first 10 follow the ad platform agent job step by step, using the jobs Amazon lists for the conversational experience in Amazon Ads Agent, in Amazon's own words: what Amazon Ads Agent does at each step and how Kuudo does it. Beyond an ad platform's own AI, you get seller operations, Vendor Central, image and video generation, ready-made and custom Playbooks, Amazon operating knowledge, your own data lake, and the AI clients you want to use. Each competitor cell links to the page it was checked against and the date.

Amazon Ads Agent vs Kuudo: Your Agent or Amazon's: 22 criteria compared side by side
CriterionAmazon Ads AgentKuudo
The jobs Amazon lists for its conversational experience, answered side by side
Media plan Can it size audiences, forecast reach and recommend a budget?The conversational experience page says advertisers "can ask questions about media plans and get audience sizing, reach forecasts, budget recommendations, and more."2MediaPlanningReachForecasting_CreateReachForecastsV1 creates reach forecasts in bulk, and SponsoredProducts_getBudgetRecommendation returns a daily budget recommendation with benchmark metrics for a new campaign, through the Amazon Ads MCP.10
Display, video and audio Can it turn a media plan into Display, Video, and Audio campaigns?The conversational experience page says advertisers "can turn a custom media plan into ready-to-go Display, Video, and Audio campaigns." The platform page says DVA+ is "Powered by Brand+ and Performance+" and begins rolling out in late October, per the announcement.213The Create DSP Campaign Skill builds a Performance+ or Brand+ campaign through the Amazon Ads MCP, creates it paused, reads back every write, and activates the campaign before its ad groups, stopping when a required step fails.18
Sponsored ads recommendations Can it apply keyword, bid and budget recommendations to sponsored ads?The conversational experience page says: "For sponsored ads, advertisers can apply keyword, bid, and budget recommendations with one click, then review and approve changes." Its FAQ says advertisers "review a summary of proposed changes and approve them before they're applied".2SponsoredProducts_getCampaignRecommendations returns the top consolidated recommendations across bid, budget and targeting, and RecommendationsInsightsTacticalRecommendations_ApplyRecommendations applies one or more. Applying is a write, so it runs under your workspace policy and may wait for your approval.10
Bulk changes Can it change many campaigns at once?The conversational experience page says advertisers can "make bulk changes across campaigns at once within DVA+ advanced settings."2The Budget Pacing Skill turns a monthly spend target, actuals, seasonality and efficiency into a campaign-level budget change set, and writes the budgets only after you approve that exact proposal and the live account still matches it.18
Performance analysis Can it explain what is happening in my campaigns?The conversational experience page says advertisers "can review campaign performance analytics, trend diagnosis, benchmarking, and visual analysis across channels and formats."2The Build the Right Amazon Ads Report Skill turns a metric question into a validated report request, and the Sponsored Products Campaign Audit Skill shows the formula and threshold behind every flag it raises.18
Amazon Marketing Cloud queries Can it write Amazon Marketing Cloud SQL from a plain question?The conversational experience page says advertisers "can ask in plain language to generate SQL queries in Amazon Marketing Cloud (AMC)". Amazon's help page says "the Ads Agent in AMC is not aware of advertiser uploaded datasets, and will not use them during SQL query generation", and its best-practices page says it "doesn't look up lists of your campaign IDs, ASINs, keywords, or audience segment names."267The Amazon Marketing Cloud Skill reads the matching playbook before writing SQL, writes validated SQL, and returns privacy-safe answers or DSP-ready audiences through the Amazon Ads MCP.18
Billing and ad policy Can it answer billing and ad policy questions?The conversational experience page says advertisers "can ask questions about their account billing or ad policy issues, and get guidance on what happened and what to do next."2AccountsBilling_bulkGetBillingStatus returns the billing status of each advertising account, AccountsBilling_bulkGetBillingNotifications returns its current billing notifications, and ModerationResults_moderationResults returns the moderation results for an ad, through the Amazon Ads MCP.10
Whose rules decide Does it decide by my rules, or by the vendor's?The announcement says advertisers can "use manual campaign building tools, let Amazon's AI optimize on their behalf, or employ a mix of both", and the conversational experience grounds recommendations "in your advertising goals and Amazon Ads signals". A way to give it rules your team writes is not published.3220 Skills (2 Kuudo-certified) span Amazon Ads, Amazon Marketing Cloud, DSP, creative, profitability and seller jobs. Each states the job, the inputs, the outputs and what it is not for, and you can write your own in the same format.18
Your own agent Can I run the work from my own AI agent?The platform page says you can "Connect your own AI agents and platforms to Amazon Ads Agent via the Amazon Ads MCP Server", which Amazon's launch post says is "available globally in open beta to Amazon Ads partners with active API credentials"; access for other advertisers is not published. Amazon's MCP overview names Claude, ChatGPT, Amazon Kiro, Amazon Bedrock and Amazon AgentCore, and says its Skills are "pre-defined prompt definition[s] provided by Amazon Ads" and its expert tools apply "Amazon intelligence".145Claude, ChatGPT, Cursor, Copilot, n8n, or any MCP client connects to Amazon Ads MCP servers in your own cloud, which call Amazon's own Ads API operations directly.13
Account authorization How do my agent and my tools get access to many accounts?Inside the platform, the conversational experience "works with their existing account and campaign context". For outside agents, Amazon's launch post says the Amazon Ads MCP Server is "available globally in open beta to Amazon Ads partners with active API credentials". A shared authorization point that other tools can use is not published.25Kuudo's managed, verified Amazon Ads app is one authorization point. Each account owner consents once with Login with Amazon, or through an invitation link an agency sends, the grant becomes a remote identity, and every agent or tool you connect reaches all the accounts it was granted from one connection, without an Amazon Ads API app of your own. Other tools and developers use the same authorizations through Kuudo's API and OAuth.11
Beyond an ad platform's own AI
Seller operations Can it run orders, inventory, pricing, and catalog work?Not published. The platform page describes sponsored ads, Display, Video, and Audio, and Full-Funnel Campaigns, and names sellers enrolled in Amazon Brand Registry among the advertisers who can run them. It describes no orders, inventory, pricing or catalog work.1304 Selling Partner operations for catalog, listings, orders, pricing, FBA, fulfillment, and finances, through the Amazon Selling Partner MCP.12
Vendor Central Can it run Vendor Central work?Not published. The platform page says "book vendors, vendors, and agencies with clients can access the full range of campaign types", and describes no purchase order, shipment or invoice work.140 Vendor Central operations: purchase orders and acknowledgements, direct fulfillment, shipments and invoices, transaction status, Retail Analytics, Data Kiosk, and A+ Content.13
Creative Can it generate listing and ad creative, images and video?The platform page says that in DVA+ advertisers "Select an objective, review AI-generated creatives, set a budget, and launch in minutes."1Yes. Agent Iris generates listing images and product video through Google Gemini, OpenAI image models, and Google Veo 3, audits an image against listing rules, publishes to the listing, and confirms Amazon took it.20
Playbooks Does it come with playbooks, and can I write my own?Amazon's MCP overview says "A Skill is a pre-defined prompt definition provided by Amazon Ads that guides AI applications through Amazon Ads workflows and tool usage." Whether an advertiser can write one is not published.420 Skills (2 Kuudo-certified) span Amazon Ads, Amazon Marketing Cloud, DSP, creative, profitability and seller jobs, and you can write your own in the same format.18
Operating knowledge Does it bring Amazon know-how to the job?The platform page says "Billions of shopping, browsing, and streaming signals from over 300 million authenticated customers power targeting, bidding, and optimization across every campaign type you run."1Agent Atlas supplies curated Amazon operating playbooks and rules that your agent retrieves before it acts.19
Your data Where does your account data end up?In Amazon's platform. The conversational experience page says what you share is "handled in strict accordance with Amazon's privacy policies". A history store or export of the conversational experience is not published.2Agent Flow lands your Ads and Selling Partner data in a data lake in your own cloud, on schedules you set, and Snowflake, Athena, DuckDB, Databricks, Power BI, and Tableau can read it downstream.17
Where you use it Which apps can I use it from?Inside the platform, "a built-in conversational AI experience", per the conversational experience page. Outside it, Amazon's MCP overview says developers can connect "using Claude (Anthropic), ChatGPT (OpenAI), Amazon Kiro, Amazon Bedrock, Amazon AgentCore, and other MCP-compatible applications."24Claude, ChatGPT, Cursor, Copilot, n8n, or any MCP client.15
How it runs, and how you buy it
Where it runs Where does it run?Amazon's own platform and server. The MCP overview says "Amazon Ads builds, maintains, and updates the MCP Server". A self-hosted option is not published.4In your own cloud account. The DPA commits that your cloud resources connect directly to Amazon, that the AI client you choose connects directly to them, and that neither path proxies, relays, or routes through Kuudo infrastructure.14
Approval What happens before anything changes on Amazon?The conversational experience page says "Advertisers get to review a summary of proposed changes and approve them before they're applied". The announcement also offers to "let Amazon's AI optimize on their behalf", and for Full-Funnel Campaigns "Amazon's AI handles the rest."23Write tools validate input, apply your workspace policy, and may require explicit human approval before a change reaches Amazon. Every tool call records the user, agent, parameters, result summary and approval state in a run log.13
Pricing model How is it priced?The platform page prices the media: "Sponsored ads use cost-per-click (CPC) pricing with no minimum spend", and Display, Video, and Audio managed service "typically requires a minimum spend". A price for the conversational experience is not published.1Kuudo Community is free for one instance of each Amazon MCP server in your own cloud. Kuudo Pro is $0 a month plus $0.95 per 1,000 Amazon API calls, and Kuudo Scale is $249 a month plus $0.55 per 1,000 Amazon API calls, with seats included in each plan. Your media spend stays with Amazon.16
Seats and organizations How many people and accounts?The conversational experience page says "Enrolled beta advertisers can use the conversation experience", with availability varying by locale. A seat or user limit is not published.2Kuudo Pro: up to 25 seats across 5 organizations. Kuudo Scale: up to 50 seats across 10 organizations. Enterprise: unlimited.15
Free tier Can I try it free?The conversational experience page says it "is in closed beta" and that access is "expanding to eligible advertisers through a rolling closed beta". Amazon's pages disagree for AMC: the Ads Agent in AMC update says "Anyone with access to Amazon Marketing Cloud" can use it, with no beta label.28Kuudo Community is free with no time limit: one instance of each Amazon MCP server in your own cloud, with no usage charges.15

Their fit

Choose Amazon Ads Agent if

Real situations where Amazon Ads Agent is the better buy. If one of them is yours, buy it.

  • You run your advertising in Amazon's own platform, and want its AI where you already work.

    The conversational experience is built into Amazon Ads Agent and, in Amazon's words, "works with their existing account and campaign context". Amazon's announcement says existing campaigns, reporting and settings carried over from the ads console and Amazon DSP. If your team's day already runs inside Amazon's platform and you want its answers there, the AI Amazon built is where you already are.

  • You want Amazon's AI to optimize on your behalf.

    Amazon offers exactly that: the announcement says advertisers can "let Amazon's AI optimize on their behalf", and for Full-Funnel Campaigns you provide the budget, products and creative and "Amazon's AI handles the rest." If handing the optimization to Amazon, working from Amazon's shopper signals, is how you want to run the account, that is the product Amazon built.

  • You work with an Amazon Ads account team, including managed service.

    Amazon routes access and pricing questions to "an Amazon Ads account executive", and its Display, Video, and Audio managed service runs campaigns for you, typically with a minimum spend that varies by country. If an account team at Amazon is how you want support, the platform comes with one.

Our fit

Choose Kuudo if

Where Kuudo is the better buy. Amazon Ads Agent's AI is Amazon's agent, built into Amazon's ad platform. Kuudo gives you your own agent, working on the same platform through Amazon's APIs, on your rules, from your own cloud. Beyond an ad platform's own AI, you get seller operations, Vendor Central, image and video generation, ready-made and custom Playbooks, Amazon operating knowledge, your own data lake, and the AI clients you want to use.

  • The whole Amazon job

    Your agent should run ads beside Amazon Marketing Cloud, seller operations and Vendor Central.

    Amazon Ads: 711 operations across 53 services, including Amazon Marketing Cloud and DSP. Selling Partner: 304 operations. Vendor Central: 40 operations. Listing images and product video through Agent Iris, and Amazon operating knowledge through Agent Atlas. Amazon Ads Agent's pages describe advertising, and name sellers and vendors as the advertisers who run it. Whether to keep bidding on a product that is about to stock out is one question for one agent on Kuudo.

  • Your AI client

    You choose the agent, and the AI client it runs in.

    Amazon's conversational experience is built into its platform and opens by eligibility, marketplace, language and capacity, in a rolling closed beta. Outside clients reach Amazon's MCP Server with the Skills Amazon provides. Kuudo is a platform built for the pace AI moves at: Claude, ChatGPT, Cursor, Copilot, n8n or any MCP client reaches Amazon's own operations, and when a better model or client arrives, your agent moves to it on your schedule, not Amazon's.

  • Your rules

    Your agent should decide by your rules, not by one default built for every advertiser.

    Amazon's agent is built by the company that sells the ad space it recommends budgets for, and it grounds recommendations in "your advertising goals and Amazon Ads signals", Amazon's shopper signals. Your edge is the judgment only your team has: the margin a campaign has to clear, the brand terms you defend, the pacing that fits your season. On Kuudo that judgment is written down as Skills your agent follows. 20 Skills (2 Kuudo-certified) ship with the platform, you can read each one before it runs, and you write your own. For an agency, those Skills are the playbook it sells, and they stay the agency's.

  • Ownership

    The deployment, the data and the history should be yours.

    Kuudo provisions private MCP servers into your own cloud account. Your cloud connects directly to Amazon, your AI client connects directly to your cloud, and nothing routes through Kuudo. Agent Flow keeps your Ads and Selling Partner history in a data lake you own, which your warehouse and BI tools can read. Amazon publishes no history store or export for its conversational experience. Private. Trusted. Owned.

  • Control

    What the AI may change is a policy you wrote, with a record you can read back.

    Amazon's conversational experience shows a summary of proposed changes for your approval, and Amazon also offers to let its AI optimize on your behalf. Kuudo's write tools validate input, apply the workspace policy you set, and may require a person's approval, and every call is recorded with the user, agent, parameters and approval state in one run log across the ads, seller and vendor servers. How much you automate, and who does the work, is your call.

The differences that matter

5 questions that decide it.

Each one opens with the answer, then what each product does, then what it means for the person doing the work.

Can Amazon Ads Agent follow my own rules?

Amazon has not published a way to give its conversational experience rules your team writes. It recommends from your goals and Amazon Ads signals, and you approve, refine, or let Amazon's AI optimize. Kuudo's Skills are files your agent follows, readable before they run, and you write your own.

Amazon Ads Agent

Recommendations and insights "grounded in your advertising goals and Amazon Ads signals", per the conversational experience page. The announcement offers manual tools, "let Amazon's AI optimize on their behalf, or employ a mix of both." Skills for Amazon's MCP Server are "provided by Amazon Ads".

Kuudo

20 Skills (2 Kuudo-certified), each stating the job, the inputs, the outputs and what it is not for. The Budget Pacing Skill, for one, starts from your monthly spend target and writes budgets only after you approve the exact proposal.

What it means for you. Amazon Ads signals are Amazon's. Your rules are what make an answer yours, and on Kuudo they run the same way on every account you manage.

Amazon Agent Skills reference

Can I use Amazon Ads Agent from ChatGPT or Claude?

Yes, if you have Amazon Ads API access: Amazon's launch post opens the Amazon Ads MCP Server to Amazon Ads partners with active API credentials, and says Claude, ChatGPT and other MCP-compatible applications connect that way, with Skills Amazon provides. Kuudo connects the same clients to Amazon's own Ads API operations from servers in your own cloud, with your Skills.

Amazon Ads Agent

"Connect your own AI agents and platforms to Amazon Ads Agent via the Amazon Ads MCP Server", per the platform page. The MCP overview names Claude, ChatGPT, Amazon Kiro, Amazon Bedrock and Amazon AgentCore.

Kuudo

Claude, ChatGPT, Cursor, Copilot, n8n, or any MCP client, connected to Amazon Ads, Selling Partner and Vendor Central servers in your own cloud.

What it means for you. Both reach ChatGPT and Claude. The difference is what the client carries in and who holds access: Amazon's Skills on Amazon's server for API partners, or your rules on your deployment, where each account consents once to Kuudo's managed app and every agent and tool you connect reuses it.

Amazon's Ads MCP Server compared

Which one writes Amazon Marketing Cloud SQL from a plain question?

Both. Amazon's Ads Agent in AMC drafts the SQL in the AMC console, and Amazon's help page says it does not use advertiser uploaded datasets or look up your campaign IDs and ASINs. Kuudo's Marketing Cloud Skill writes validated SQL from a matching playbook and runs it as an AMC workflow.

Amazon Ads Agent

"Ask in plain language to generate SQL queries in Amazon Marketing Cloud (AMC)". The help page: "not aware of advertiser uploaded datasets, and will not use them during SQL query generation"; it "doesn't look up lists of your campaign IDs, ASINs, keywords, or audience segment names", so the best-practices page says to name them in the prompt "or modify the generated SQL before submitting the query."

Kuudo

The Amazon Marketing Cloud Skill reads the matching playbook before writing SQL, writes validated SQL, and returns privacy-safe answers or DSP-ready audiences; AMCWorkflow tools run and schedule the query through the Amazon Ads MCP.

What it means for you. On Kuudo the AMC question sits in the same conversation that reads your campaigns, your seller data and your own history, so the answer can be checked against all three.

Amazon Marketing Cloud on Kuudo

What does Amazon Ads Agent cost next to Kuudo?

Amazon prices the media: cost per click for sponsored ads with no minimum spend, and a minimum spend for managed Display, Video, and Audio. It publishes no price for the conversational experience. Kuudo is priced by Amazon API call, and your media spend stays with Amazon either way.

Amazon Ads Agent

"Sponsored ads use cost-per-click (CPC) pricing with no minimum spend and budgets you control"; managed service "typically requires a minimum spend that varies by country". No price for the conversational experience is published.

Kuudo

Kuudo Community is free. Kuudo Pro is $0 a month plus $0.95 per 1,000 Amazon API calls with up to 25 seats across 5 organizations, and Kuudo Scale is $249 a month plus $0.55 per 1,000 Amazon API calls with up to 50 seats across 10.

What it means for you. Your ad spend goes to Amazon with either one. Kuudo's price is for the agent's access to Amazon's operations, counted in API calls, not a share of the budget.

Kuudo pricing

Does Amazon Ads Agent cover seller or Vendor Central work?

Amazon has not published that it does. Its pages describe advertising, and name sellers and vendors as advertisers who can run campaigns. Kuudo's agent runs seller operations and Vendor Central beside the ads account.

Amazon Ads Agent

Sponsored ads, Display, Video, and Audio, and Full-Funnel Campaigns, per the platform page, which says "Sellers enrolled in Amazon Brand Registry, book vendors, vendors, and agencies with clients can access the full range of campaign types."

Kuudo

711 Amazon Ads, 304 Selling Partner and 40 Vendor Central operations, with Amazon Marketing Cloud queries and audiences through the Amazon Ads MCP.

What it means for you. Whether to keep spending on an ASIN that is about to run out, or one a vendor's purchase orders have stopped, is one question that needs the ads account, the inventory and the orders together.

Kuudo MCP servers reference

Running both

Your campaigns stay in Amazon Ads Agent either way.

Kuudo does not replace Amazon's ad platform. Your campaigns, reporting and billing live in Amazon Ads Agent whichever agent works on them, and Kuudo's Amazon Ads MCP reaches that platform through Amazon's own APIs. The choice is whose agent does the work. We would give one agent the writes on a set of campaigns, so every change has one approval path and one record.

  1. Step 1

    Keep your campaigns, billing and account settings in Amazon Ads Agent; Kuudo moves none of them.

  2. Step 2

    Connect your AI client to Kuudo's Amazon Ads MCP in your own cloud, on the same advertising account.

  3. Step 3

    Let your agent plan, change and report through Amazon's APIs, following your Skills and your approval policy.

  4. Step 4

    Give one agent the writes on each set of campaigns, so every change has one approval path and one record.

Methodology

How we compared

Every fact on this page links to the page that states it, with the date it was checked. What we could not verify is listed, not guessed.

Competitor facts come from pages the competitor publishes. Kuudo facts come from Amazon Ads MCP tools reference, Amazon account authorization, Amazon Selling Partner MCP tools reference, Kuudo MCP servers reference, Kuudo data processing addendum, Kuudo pricing, Kuudo pricing calculator, Amazon Agent Flow documentation, Amazon Agent Skills reference, Amazon Agent Atlas documentation, Amazon Agent Iris documentation. Planned work is cited to the roadmap and worded as planned. This page compares tools. For the job itself, see what your own agent does with your Amazon Ads account; for Kuudo's side of it, see Amazon Agent Skills and the Amazon Ads MCP.

Sources

  1. 1 Amazon Ads: Amazon Ads Agent, omnichannel advertising platform checked
  2. 2 Amazon Ads: A conversational experience in Amazon Ads Agent checked
  3. 3 Amazon Ads: Introducing Amazon Ads Agent, your AI-powered ad platform (September 29, 2026) checked
  4. 4 Amazon Ads API: Amazon Ads MCP Server overview checked
  5. 5 Amazon Ads: Introducing the Amazon Ads MCP Server, now in open beta (February 2, 2026) checked
  6. 6 Amazon Ads support: Getting AMC help with the Ads Agent in AMC checked
  7. 7 Amazon Ads support: Best practices for using the Ads Agent in AMC to generate AMC SQL queries checked
  8. 8 Amazon Ads: Enhanced Ads Agent interactivity for Amazon Marketing Cloud checked
  9. 9 Amazon Ads: Ads Agent in Amazon Marketing Cloud (unBoxed 2025, November 11, 2025) checked
  10. 10 Amazon Ads MCP tools reference checked
  11. 11 Amazon account authorization checked
  12. 12 Amazon Selling Partner MCP tools reference checked
  13. 13 Kuudo MCP servers reference checked
  14. 14 Kuudo data processing addendum checked
  15. 15 Kuudo pricing checked
  16. 16 Kuudo pricing calculator checked
  17. 17 Amazon Agent Flow documentation checked
  18. 18 Amazon Agent Skills reference checked
  19. 19 Amazon Agent Atlas documentation checked
  20. 20 Amazon Agent Iris documentation checked

What we could not verify

  • Amazon renamed its ad platform Amazon Ads Agent on September 29, 2026, and rewrote the conversational experience page at the same address. An earlier version of that page, read on 2026-09-21, said Ads Agent was available at no cost to advertisers with Amazon Marketing Cloud and Amazon DSP access; the current page names no price and describes a closed beta.
  • Amazon's pages disagree on beta status: the conversational experience page says closed beta, the September 29, 2026 announcement uses no beta label, and the Ads Agent in AMC update says anyone with access to Amazon Marketing Cloud can use it.
  • The capabilities in the September 29, 2026 announcement "will roll out over the coming months", and Display, Video, and Audio begins rolling out in late October, so availability of each job on this page varies by account and marketplace.
  • Whether an advertiser can give the conversational experience its own rules, custom instructions or Skills: not published.
  • Which AI models power the conversational experience: Amazon's November 11, 2025 Ads Agent in AMC launch says it is "Built on Amazon Bedrock" and names no model.
  • The Amazon Ads MCP Server overview is a script-rendered page; its wording on this page was read rendered on 2026-09-30.

If you work at Amazon Ads and something here is wrong or out of date, tell us and we will fix it. Contact us.

Frequently asked questions

Questions advertisers and agencies ask before choosing between Amazon Ads Agent and Kuudo.

What Amazon Ads Agent is after the rename, whose rules its AI follows, your own AI agent, agencies, Amazon Marketing Cloud, and what each one costs.

Is Amazon Ads Agent better than Kuudo?
If you want Amazon's AI to run your campaigns inside Amazon's platform, from Amazon's signals and on Amazon's rollout, Amazon Ads Agent is the better fit. If your own agent should run them through Amazon's APIs, on rules your team writes, beside Amazon Marketing Cloud, seller operations and Vendor Central, from your own cloud, Kuudo is. Your campaigns stay in Amazon's platform either way.
What is Amazon Ads Agent?
Amazon Ads Agent is Amazon's ad platform. On September 29, 2026 Amazon made it the new name of the unified platform that brings sponsored ads and Amazon DSP together, with Sponsored ads, Display, Video, and Audio (DVA+) and Full-Funnel Campaigns. It includes a built-in conversational AI experience, in closed beta, that plans media, builds and optimizes campaigns, analyzes performance and writes Amazon Marketing Cloud SQL.
What happened to Amazon DSP and the Amazon Ads console?
Amazon brought both into Amazon Ads Agent. Its FAQ says: "We brought sponsored ads and Amazon DSP together into one ad platform, Amazon Ads Agent. Your existing campaigns, reporting, and settings have carried over." DSP's programmatic capabilities, such as audience targeting, frequency management, deal IDs and custom bidding, now live in DVA+ with advanced settings.
Can I connect my own AI agent to Amazon Ads Agent?
Yes, if you have Amazon Ads API access. Amazon's launch post says the Amazon Ads MCP Server is "available globally in open beta to Amazon Ads partners with active API credentials", and its pages do not say whether other advertisers can connect. Amazon says outside AI agents connect through it, from Claude, ChatGPT, Amazon Kiro, Amazon Bedrock, Amazon AgentCore and other MCP-compatible applications, with Skills provided by Amazon Ads. Kuudo connects the same clients to Amazon's own Ads API operations from servers in your own cloud, with Skills you can read and write, beside seller and Vendor Central work.
Can an agency run its own playbooks on Amazon Ads Agent?
Amazon says agencies with clients can run the full range of campaign types, and publishes no way to give its conversational experience rules the agency writes. On Kuudo the agency sends each client an invitation link, the client consents once to Kuudo's managed Amazon Ads app, and one agent reaches every client with no API app of the agency's own, and the agency's playbooks are Skills in its own deployment that run the same way on every account and stay the agency's. Kuudo Pro covers up to 25 seats across 5 organizations, and Kuudo Scale up to 50 across 10.
Does Amazon Ads Agent use my uploaded data in Amazon Marketing Cloud?
Not when it writes SQL. Amazon's help page says the Ads Agent in AMC is not aware of advertiser uploaded datasets and will not use them during SQL query generation, and does not look up your campaign IDs, ASINs, keywords or audience names, so you add them to the prompt or the query. Kuudo's Amazon Marketing Cloud Skill writes validated SQL from a matching playbook and returns answers or DSP-ready audiences.
What does Amazon Ads Agent cost?
Amazon publishes the price of the media: sponsored ads use cost-per-click pricing with no minimum spend, and managed Display, Video, and Audio typically requires a minimum spend. A price for the conversational experience, which is in closed beta, is not published. Kuudo Community is free; Kuudo Pro and Kuudo Scale each combine a monthly plan fee with a rate per 1,000 Amazon API calls, listed on the pricing page. Your media spend stays with Amazon either way.

More comparisons

All comparisons

Other comparisons.

Same rows, same doctrine, a different competitor. Every page says where the other tool is the better fit before it says where Kuudo is.

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Guides

What your own agent does with the ads account.

How an agent works Amazon Marketing Cloud, why a change should wait for a person, and what a run log should capture.

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Human Approval for AMC Activation

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Kuudo
Thomas Spicer
11 min read

The bottom line

Run your Amazon Ads account with an agent that is yours.

Amazon Ads Agent brings Amazon's AI to Amazon's ad platform. Kuudo connects ChatGPT, Claude or the client you prefer to that same platform through Amazon's APIs, on your Skills, beside Amazon Marketing Cloud, seller operations and Vendor Central, from your own cloud. Kuudo Community is free.

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