Amazon is quietly rolling out a powerful new feature inside the Advertising Manager that’s making campaign management smarter—and a lot more intuitive. The new tool allows advertisers to use natural language to filter campaigns. Instead of digging through layers of filter options or manually selecting metrics, you can now type a phrase like “campaigns with less than 10 sales but high spend” or “campaigns with high ROAS” and the system automatically builds the correct filter for you.
This feature represents a major step toward integrating AI into the everyday workflow of advertisers. It’s essentially Amazon’s take on AI-assisted querying—similar in spirit to how tools like ChatGPT or natural language search engines help users extract relevant data without needing to know the exact syntax. For advertisers, this means faster insights, less manual clicking, and fewer errors when applying filters.
It also hints at a broader strategic direction: Amazon seems intent on streamlining ad operations, especially for brands and agencies managing large portfolios. With the growing complexity of ad data and campaign structures, intuitive AI tools like this could be a game-changer, saving time and helping identify optimization opportunities more quickly.
Currently, the feature appears to be in testing, and availability may vary by account. If you're managing campaigns, it’s worth jumping into your Advertising Manager to see if you have access already. Even if it’s not live in your account yet, it’s a strong signal of what’s to come.
Amazon’s focus on machine learning and AI-enhanced tooling has been steadily increasing—first with automated bidding strategies and campaign recommendations, and now with language-based search and filtering. As they continue to experiment, this could be the first of many productivity-boosting features on the horizon.
Stay tuned, because if this is the beginning, we’re likely to see more AI-driven upgrades aimed at simplifying—and improving—the advertising experience on Amazon.
Article was originally published on 04 June, 2025
