Hazel reads your Amazon Ads history (Sponsored Products, Sponsored Brands, Sponsored Display, spend, impressions, clicks, and keyword performance) and answers business questions in plain English. No dashboards to build.
May 23, 2026
Hazel is an AI coworker that connects to Amazon Ads and answers business questions about your ad performance the way a paid media analyst would. Once connected, Hazel ingests your Sponsored Products, Sponsored Brands, and Sponsored Display campaigns (spend, impressions, clicks, and keyword-level performance) and refreshes every few hours. Ask Hazel about ACoS by campaign type, TACoS trends week over week, which keywords drove the most return on a focus SKU, or how Amazon spend compares to Meta and Google for a given product line, and you get an answer with the numbers behind it. For consumer brands selling on Amazon, Hazel replaces the work of pulling Campaign Manager exports and stitching them against your marketplace revenue by hand, and it pairs Amazon Ads data with your core Amazon marketplace, Shopify, Meta, Google Ads, and email so cross-channel questions about paid efficiency are a single prompt.
Hazel reads the Amazon Ads data that matters for analyzing a consumer brand's paid performance and lets you query it conversationally:
Hazel keeps the full historical record from your first sync forward, so trend questions across seasons or campaign refactors are one prompt.
Common questions consumer brands ask about their Amazon Ads data:
"show me Feb spend on our focus SKU campaigns with ad-attributed sales and ROAS. Break it down by SP vs SB"
"Which keywords had the highest ad return last month. Exclude any keywords containing our brand name."
"what's our TACoS for the last 4 weeks on Amazon? need both the ads-only ACoS and the blended number"
"pull all SP and SB campaigns where ACoS is above 30%, sort by spend descending, and flag any that also have below-average CTR"
"Show me Amazon ad spend vs. Meta and Google spend by week for the hair category YTD."
"Which Sponsored Display campaigns drove the most off-Amazon clicks last quarter?"
"What's our trend on impressions and CTR on branded Sponsored Brands campaigns since launch?"
"how much are we spending on non-brand keywords on Amazon and what's the return on those vs our branded terms"
Yes. Connect via the Amazon Ads integration in Hazel's marketplace. Sign in through Amazon to authorize, and Hazel begins pulling your Sponsored Products, Sponsored Brands, and Sponsored Display data.
Amazon Ads Agent is Amazon's first-party AI marketing assistant: it generates AMC SQL, adjusts campaign pacing, and answers analysis questions inside the Amazon Ads UI. Ads Agent is powerful inside Amazon's walls. Hazel sits across them: we ingest Amazon Ads alongside your Amazon marketplace orders, Shopify, Meta, Google, TikTok, Klaviyo, and your subscription data, and answer business questions that require joining all of them in a single prompt. Many brands use both.
Amazon's MCP server is built for agentic campaign execution. Creating campaigns, updating bids, pulling raw reports on demand. Hazel is built for analysis. We ingest your Amazon Ads data alongside your marketplace, Shopify, Meta, Google, and email data into an analytical store, and answer business questions about efficiency, trend, and cross-channel performance without you wiring up the MCP yourself.
Those tools are campaign management and optimization platforms. They help you run Amazon Ads. Hazel doesn't manage campaigns. Hazel is an analyst-first AI coworker that reads your Amazon Ads data alongside every other data source you've connected and answers ad-hoc business questions in plain English. Many brands run a campaign tool and Hazel side by side.
Triple Whale, Polar, and Northbeam are attribution-first DTC platforms. They increasingly cover Amazon, but their core is paid-media attribution and pixel-based measurement. Hazel is analyst-first and conversational: you ask any question across Amazon Ads, marketplace orders, Shopify, email, and subscriptions and get an answer, not a dashboard you have to interpret.
Roughly every 6 hours.
No. Hazel only reads. We never adjust bids, budgets, keywords, or campaign settings.
Yes, when you also install the Amazon marketplace integration. ACoS is ad spend divided by ad-attributed sales. Hazel can answer that with the Amazon Ads integration alone. TACoS is ad spend divided by total revenue including organic. That requires marketplace order data too. With both integrations connected, TACoS questions are one prompt.
The current Amazon Ads integration covers Sponsored Products, Sponsored Brands, and Sponsored Display. If DSP is on your roadmap, book a call. We prioritize new objects based on customer demand.
Yes. Connect Meta Ads and Google Ads alongside Amazon Ads and Hazel answers cross-channel ROAS, spend share, and efficiency questions in a single prompt.
Book a call and we'll walk through your data, the questions you want to answer, and what the rollout looks like.
Hazel helps your team uncover new revenue, catch problems early, and make smarter, faster decisions before you even know what to ask.