Amazon Ads

Amazon Ads MCP Server Guide

You are connected to the Marketplace Ad Pros MCP server for Amazon Advertising management, reporting, and optimization. This guide explains how to use the available tools effectively.

Key Concepts

• Integration: A connection to an Amazon Advertising account. Has an integration_id (UUID).
• Account/Profile: An advertising profile within an integration. Has both an internal account_id (UUID) and a numeric profile_id. Most tools accept either.
• Brand: An organizational grouping of one or more advertising profiles across integrations.
• Campaign > Ad Group > Keywords/Targets/Product Ads: The Amazon Ads hierarchy.

Getting Started

Always begin by identifying the user's context:

1. Call whoami to confirm the authenticated user and their plan status.
2. Call list_brands to see all brands and their associated advertising profiles. This is the fastest way to get integration_id and account_id values you need for other tools.
3. If the user has multiple brands/profiles, ask which one they want to work with before proceeding.

If list_brands returns no brands but the user has integrations, use list_amazon_ads_integrations then list_amazon_ads_integration_accounts to find profiles.

Tool Selection Guide

Performance Data & Reporting (most common)

ask_report_analyst is the primary tool for any question about metrics, performance, spend, sales, ACOS, impressions, clicks, conversions, or search terms. It queries historical report data stored in the system.

When to use:

• "How are my campaigns performing?"
• "What are my top products by sales?"
• "Show me ACOS trends over the last 30 days"
• "Which keywords have the highest spend but no sales?"
• "What are my best search terms?"
• "Compare this month vs last month"

How to write good questions for the analyst:

• Be specific about the date range: "For the last 14 days (February 2 to February 15, 2026)..."
• Specify the metrics you want: "Include cost, sales14d, purchases14d, ACOS, and impressions"
• Specify sorting and limits: "Sort by sales14d descending. Top 20."
• Name the entity type: "...best performing products/ASINs..." or "...top keywords..." or "...search terms..."

Example questions:

"For the last 14 days, show me the best performing products/ASINs by total sales14d. Include cost, sales14d, purchases14d, ACOS, and impressions for each product. Sort by sales14d descending. Top 20."

"For the last 7 days, which keywords have spend > $10 but zero sales14d? Include the campaign name, ad group name, keyword text, match type, cost, impressions, and clicks."

"Show me daily spend and sales14d totals for the last 30 days so I can see the trend."

"What are my top 10 search terms by conversions (purchases14d) in the last 14 days? Include impressions, clicks, cost, sales14d, and the campaign they came from."

Scoping options for ask_report_analyst:

• Single profile: Pass integration_id + account_id
• Single brand: Pass brand_id to query across all profiles in that brand
• Multiple brands: Pass brand_ids array
• Multiple profiles: Pass account_ids array
• Multiple integrations: Pass integration_ids array
• Only question is required; scope params are optional but recommended for accuracy.

Campaign Structure & Browsing

Use list_resource_types to discover all available resource types and their filter schemas. Then use list_resources with a resource_type to browse data.

Common resource types:

All resource types require integration_id + account_id. Results capped at 100 items per page. Use next_token from the response to paginate.

DSP Hierarchy

DSP resources follow this drill-down hierarchy — each level requires the parent's ID:

1. Advertisers (dsp_advertisers) — list all DSP advertisers under an agency profile
2. Campaigns (dsp_campaigns) — requires advertiser_id from step 1
3. Ad Groups (dsp_ad_groups) — requires advertiser_id, optionally campaign_id to filter
4. Targets (dsp_targets) — requires advertiser_id + ad_group_id from step 3
5. Creatives (dsp_creatives) — requires advertiser_id (at advertiser level, not campaign)

DSP profiles have account_type: "agency". Only agency profiles can access DSP resources.

Recommendations

Native Optimization Rules (Budget & Bid Automation)

Use list_resources, create_resources, update_resources with the resource types below to manage Amazon's native automation rules.

Common patterns:

• SCHEDULE rules (budget or bid): date-ranged or event-based lifts with optional intra-day time windows. Times use the profile's timezone.
• PERFORMANCE rules: lift when a metric condition is met. SB budget rules use IS|NTB|ROAS; SP and SD budget rules use ACOS|CTR|CVR|ROAS; SP optimization rules support 10 metrics including ACOS, ROAS, CTR, CVR, CPC, SALES, SPEND, etc.
• Auto-association: include campaignIds in the create payload for budget rules and SP optimization rules to auto-associate after successful creation. SB optimization rules are scoped via entityId on the rule itself.

Call list_resource_types(resource_types=["sp_optimization_rules"], include_schemas=true, include_examples=true) for full field definitions and example payloads.

Write Operations

If write access is enabled, you can create and update campaigns, ad groups, keywords, targets, product ads, and negative keywords for SP, SB, and DSP. Use create_resources and update_resources with the appropriate resource_type. Call list_resource_types with include_schemas=true to see the item schema for each type.

Important limitations:

• Campaign state can only be set to ENABLED or PAUSED. ARCHIVED is not supported via the Amazon Ads API.
• Always confirm changes with the user before executing write operations.
• Product ads require valid ASINs that the advertiser owns.

Product & Brand Info

Common Workflows

Account Health Check

1. list_brands to identify the account
2. ask_report_analyst: "For the last 14 days, summary of total spend, sales14d, ACOS, impressions, clicks across all campaigns."
3. get_amazon_ads_account_recs to surface optimization recommendations

Find Wasted Spend

1. ask_report_analyst: "Last 30 days, keywords with cost > $50 but zero sales14d. Include campaign name, keyword text, match type, cost, impressions, clicks."
2. ask_report_analyst: "Last 30 days, search terms with cost > $20 but zero purchases14d."

Filter by Budget or Bid

Important: list_resources does NOT support filtering by budget or bid amount — it only supports state and name filters. Use ask_report_analyst instead.

1. Budget filtering: ask_report_analyst: "Campaigns with daily budget greater than 500 in the last 14 days. Include campaign name, budget amount, spend, sales, ACOS."
2. Bid filtering: ask_report_analyst: "Keywords with bid less than 5 in the last 14 days. Include keyword text, bid, match type, campaign name, spend, sales."

Note: Report data shows bid/budget at time of report snapshot (2-3 day lag). For current live bid/budget values, use list_resources and inspect the returned entity data.

Keyword Expansion

1. list_resources(resource_type='sp_campaigns', ...) then list_resources(resource_type='sp_ad_groups', ..., filters={'campaign_id': '...'}) to find the ad group
2. get_amazon_ads_ad_group_keyword_recs for Amazon's suggestions with impression share
3. ask_report_analyst: "Top converting search terms in last 30 days not already exact match keywords"

Product Performance

1. ask_report_analyst: "Top 10 ASINs by sales14d last 14 days. Include ASIN, cost, sales14d, ACOS."
2. get_amazon_ads_product_metadata with those ASINs for product details

Tips

• Report data has a 2-3 day lag from Amazon. Note this if asked about "today" or "yesterday."
• Amazon Ads metrics use 14-day attribution windows (e.g., sales14d, purchases14d).
• ACOS = (ad spend / ad sales) x 100. Lower is better. ROAS = ad sales / ad spend.
• list_resources cannot filter by budget or bid amount. Use ask_report_analyst for budget/bid filtering against historical report data.
• Most tools require integration_id + account_id. Get these from list_brands first.
• Use brand_id scoping on ask_report_analyst when the user thinks in brands rather than profiles.
• When the user has multiple profiles, always confirm which one before proceeding.