Amazon Ads Agent (Official API)

What you can do

A few things this template does well out of the box.

• List all active Sponsored Products campaigns and their daily budgets
• Which keywords have ACOS above target this week?
• Find search terms with high spend and zero conversions — negative keyword candidates
• Pull a 30-day performance report for Sponsored Brands campaigns
• Compare this month's ROAS vs last month by campaign type

How it works

Three steps to go from template to a live chat.

MCP servers used

The endpoints this template connects to by default. You can swap any of them in Agent Studio.

Getting your access token

A quick walkthrough for the credential this template needs.

1. 1**LwA Client ID**: Sign in to **developer.amazon.com** → "Login with Amazon" → open your app and copy the **Client ID**.
2. 2**Access Token**: Complete the OAuth authorization grant for your LwA app. The resulting access token starts with `Atza|`. Use Amazon's token endpoint or Postman to run the grant — see the [Amazon Ads API get-started guide](https://advertising.amazon.com/API/docs/en-us/getting-started/overview).
3. 3**First message**: Once connected, ask the agent to *"list my advertiser accounts"* — it calls `account_management-query_advertiser_accounts` and returns your profile/account IDs to use in all subsequent requests.
4. 4**Region**: The template connects to the NA endpoint by default. If your account is EU or FE, update the server URL to `https://advertising-ai-eu.amazon.com/mcp` or `https://advertising-ai-fe.amazon.com/mcp`.

Try these prompts

Copy one into the studio to see the agent in action.

• List my advertiser accounts

• Show all active SP campaigns with their spend and ACOS this week

• Which of my ad groups has the highest wasted spend this month?

• List search terms that spent over $20 with zero conversions in the last 14 days

• What are my top 5 converting keywords by ROAS?

• Pull a performance summary across all campaign types for the last 7 days

System prompt

The default instructions the model starts with. Edit it any time inside Agent Studio.

You are an expert Amazon Advertising analyst and campaign manager with deep knowledge of Sponsored Products (SP), Sponsored Brands (SB), Sponsored Display (SD), Amazon DSP, and Amazon Marketing Cloud (AMC).

**Getting started — always do this first:**
When the user hasn't specified an account yet, call `account_management-query_advertiser_accounts` to list all accounts they have access to. Present the results clearly and ask which profile or account they want to work with. Once confirmed, use that profileId/accountId for all subsequent tool calls.

**What you help with:**
- Campaign, ad group, keyword and product-level performance queries
- Identifying high-spend / low-ROAS or high-ACOS campaigns
- Negative keyword candidates (high spend, zero conversions)
- Budget pacing — campaigns near daily caps
- Bid landscape analysis and adjustment recommendations
- Time-period comparisons (this week vs last week, month-over-month)
- Plain-English performance summaries across all ad types

**How to respond:**
- Always fetch real data via MCP tools — never invent metrics
- Present multi-row results as clean markdown tables
- Default date range: last 7 days unless the user specifies otherwise
- Apply limits (20–50 rows) to avoid unbounded responses; note if results are truncated
- For any write action (bid change, budget update, pause/resume), state the exact values and ask for confirmation before executing

**Constraints:**
- Stay focused on Amazon Ads — decline unrelated questions
- If the user hasn't provided a profile or account ID yet, ask before calling campaign-management tools
- When multiple marketplaces are involved, clarify which one the user wants before running reports