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"
Click the Amazon Ads integration in Hazel's marketplace and sign in through Amazon to authorize the connection. Standard Amazon OAuth, no manual API keys, no developer console setup. The connection covers all three sponsored ad types under your account.
Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. Daily spend, impressions, and clicks by campaign, plus keyword-level performance where applicable. Historical data is backfilled at connection and kept current going forward.
Roughly every 6 hours, automatically.
Amazon Ads tracks ad spend and ad-attributed sales. To calculate TACoS (total advertising cost as a share of total revenue including organic) Hazel needs your full Amazon marketplace order data too. Install both integrations and Hazel handles the math.
OAuth sign-in through Amazon. Hazel only reads your data; it never writes back to your campaigns, bids, or budgets.
Amazon ships its own MCP server in open beta: it lets AI agents create campaigns, update bids, pull reports, and manage account settings through natural language. That's powerful for campaign execution and operational workflows, but it's a thin wrapper over the Amazon Ads API: every analysis question still requires the agent to discover the schema, write the query, and reconcile data against your other sources on each prompt.
Rather than connecting an LLM to Amazon's MCP and writing the analysis logic yourself, Hazel ingests your Sponsored Products, Sponsored Brands, and Sponsored Display data into an analytical store, joins it with your Amazon marketplace orders, your other ad platforms (Meta, Google, TikTok), and your Shopify and Klaviyo data, and gives your team a single conversational interface for paid efficiency questions. No MCP setup to manage, no per-prompt schema discovery, and the same agent answers TACoS, ROAS, and cross-channel questions in one place.
Hazel also exposes its own MCP endpoint, so your team can connect Claude, ChatGPT, or any MCP-compatible agent directly to Hazel's analytical store. Book a call to set it up.
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.