Mumbai: Amazon Ads has launched its Model Context Protocol (MCP) Server in open beta, signalling a major infrastructure shift within its $50 billion advertising ecosystem. The announcement was made at the IAB Annual Leadership Meeting, positioning the move as a step toward enabling AI-led automation across campaign creation, reporting, and optimisation.
The MCP Server enables AI agents — including platforms such as Anthropic’s Claude, OpenAI’s ChatGPT, and Google’s Gemini — to interact directly with Amazon’s advertising APIs using natural language prompts. By serving as a translation layer between conversational inputs and structured API calls, the infrastructure aims to reduce weeks of custom integration work for advertisers.
Paula Despins, VP of Ads Measurement at Amazon Ads, described the MCP Server as a “translation layer” that converts conversational prompts into structured API calls, significantly simplifying advertiser interaction with Amazon’s ad stack.
Amazon Ads reported $17.7 billion in Q3 revenue, reflecting 24% year-on-year growth, underlining the scale and commercial significance of its advertising business as it moves toward an agentic AI future.
However, industry practitioners point out that connectivity alone may not deliver full intelligence. At present, Amazon’s MCP Server implements only the “Tools” primitive of the MCP specification, with Resources and Prompts expected in subsequent releases. The system also operates on asynchronous reporting cycles with 10–30 minute wait times per query and limited data retention windows of 60–95 days depending on ad type. For agencies managing large campaign portfolios across Sponsored Products, Sponsored Brands, and Sponsored Display, these limitations may present operational constraints.
Addressing this gap, India-headquartered Hector AI has introduced a hybrid MCP architecture designed to combine Amazon’s connectivity framework with a pre-processed intelligence layer. According to the company, its solution delivers instant, multi-dimensional campaign diagnostics in seconds and offers unlimited historical data retention from the point of account integration.
Meher Patel, Founder, Hector AI said, “Amazon’s MCP launch is a genuine milestone — it standardises how AI connects to their ad platform. But connectivity is only the first step. What brands and agencies need is an intelligence layer that understands campaign hierarchies, identifies root causes automatically, and delivers actionable insights instantly. That’s what Hector MCP was built to do.”
With the global advertising industry accelerating toward agentic automation, the competitive landscape is shifting from basic AI integration to deeper intelligence capabilities. Hector AI, which works with brands across India, the US, and Europe, is positioning its hybrid model as a solution that combines Amazon’s evolving infrastructure with the strategic depth and analytical responsiveness required by enterprise advertisers.
