Key Takeaways
- AdLabs’ RPC bidding engine sets bids based on what a click is actually worth, giving advertisers full transparency into every decision instead of a black box.
- The company’s MCP server connects Amazon accounts directly to AI assistants like Claude and ChatGPT, turning manual measurement and management into live, natural-language workflows.
AdLabs will exhibit at Prosper 2027, bringing a full-funnel Amazon advertising platform built for agencies and serious brands. The tool supports every Amazon Ads product across worldwide marketplaces, including Sponsored Ads, DSP, Retail Analytics, Search Query Performance and AMC. It pairs a customizable reporting suite with an optimization layer, and its RPC bidding engine sets bids based on what a click is actually worth.
We talked to Stephen Noch, CEO of AdLabs, who built the company as a semi-automatic optimization solution that keeps the account manager in control. Our conversation centered around AdLabs’ core offerings, the role of AI in changing day-to-day advertising work, and the trends Noch expects to reshape e-commerce, from DSP and AMC moving beyond enterprise-only use to bid transparency becoming a baseline demand.
Prosper: Walk us through your core offerings and any new products or features. Where are e-commerce brands getting the most value from them?
Stephen Noch: AdLabs is a full-funnel Amazon advertising platform built for agencies and serious brands. We pair a fully customizable reporting suite with an intelligence layer for optimization, and we support every Amazon Ads product across worldwide marketplaces: Sponsored Ads, DSP, Retail Analytics, Search Query Performance, and AMC. Our RPC bidding engine sets bids on what a click is actually worth, with full transparency into every decision, no black box.
The newest and most exciting piece is our MCP server. It connects an advertiser’s account directly to AI assistants like Claude and ChatGPT, turning day-to-day measurement and management, work that used to be manual, into live, natural-language workflows. Grounding it is our Context Manager, which preserves each account’s targets, brand rules, and strategy so the AI stays accurate across every profile.
Brands get the most value where those pieces meet: using AMC and SQP to find genuinely incremental growth, and using the AI layer to act on it instantly instead of waiting on reports.
Prosper: What was your first job in e-commerce, and what lesson from it still shapes how you work today?
Noch: My first job in e-commerce was working for an Amazon PPC automation software company. Working with hundreds of customers, I saw firsthand the downside of trying to fully automate management of Amazon ads.
I realized that brands could get significantly better performance through manual optimizations that incorporate the “bigger picture” with human ingenuity.
I saw Amazon PPC optimization as both an art and a science. While software automations can help with the “science” and math portions of advertising, they can’t automate creative problem-solving.
That was when I had the idea for AdLabs: a semi-automatic optimization solution that takes care of the math while keeping the manager in the pilot seat.
Prosper: What do you enjoy most about your role and the e-commerce industry as a whole?
Noch: The pace, and the fact that nothing stays solved. The Amazon ecosystem changes constantly, so the work never gets stale, and there’s always a better way to do something if you’re willing to dig. In my role specifically, I like that I get to sit across sales, marketing, customer success, and product, so I see the whole business, not one slice of it.
And I genuinely like talking to sellers. The problems they bring us are real and specific, and helping someone stop lighting money on fire is a good day.
Prosper: Which recent innovation or strategy will set your company apart from everyone else on the floor?
Noch: Our AI and MCP work. A lot of companies on the floor will be talking about AI in the abstract. We’ve actually shipped an MCP integration that connects a brand’s Amazon data to AI tools so they can do real PPC work conversationally, and we use that exact setup to manage accounts ourselves every day.
Paired with full bid transparency and our RPC engine, and extending into DSP and AMC, it means we’re not selling a black box or a buzzword. We’re showing people a working system and being honest about what AI should and shouldn’t touch. That candor is itself a differentiator.
Prosper: What accomplishment in this industry are you proudest of, and why does it stand out?
Noch: I’m extremely proud of the entire AdLabs team! We’re a tiny, bootstrapped team with no external funding or support. Despite there being only 8 of us (5 software developers and 3 Amazon PPC’ers), we’ve grown this company from a simple concept to a full-fledged Amazon tool with 10,000+connected accounts and >$1B annual ad spend.
I’m most proud of the constant positive feedback from our users, which always reminds me that what we’re building is genuinely helpful and people love it.
Prosper: Why are you exhibiting at Prosper 2027, and what do you want to walk away with?
Noch: We’re exhibiting because Prosper’s audience is exactly who we do our best work with: serious operators and brands who care about profitability, not vanity metrics.
We want to meet brands and agencies who are stuck with their advertising, because those are the conversations we’re having internally every day and we have real answers to share.
What I want to walk away with is more relationships with the operators and agency owners who’ll get genuine value from what we’ve built, and honest feedback from the room on where the industry thinks this is all heading.
Prosper: What kind of decision-maker do you most want to meet at Prosper?
Noch: Brand owners, heads of e-commerce, and agency owners who own their advertising outcomes. The best conversations for us are with people who’ve felt the pain of wasted spend or black-box tools and are ready for something more transparent, and with agencies managing many accounts who need a tool to scale without losing control of quality.
Prosper: What’s one shift in marketplace behavior, whether on Amazon, Walmart or TikTok, that most companies are underestimating right now?
Noch: How fast AI is changing the actual work of advertising, and how unprepared most teams are for what that does to their people. Everyone’s focused on “AI will make us faster.” Almost nobody is asking the harder question: if AI absorbs the button-pushing, what are my people actually for, and what should I be training them to do instead?
The teams that answer that now, and enable their people to understand AI, will pull away from the ones still treating AI as a novelty or a threat.
Prosper: Which trends do you expect to reshape e-commerce over the next few years, and how are you preparing for them?
Noch: There are three that come to mind right away. First, AI moving from “assistant” to actually running workflows, which is why we’ve invested in MCP and building AI into how accounts get managed.
Second, the ad stack getting more connected, DSP and AMC moving from enterprise-only tools to things more brands can actually use, which we’re building toward so our customers aren’t locked out of the full funnel.
Third, transparency becoming non-negotiable, as buyers get burned by black-box tools they’ll demand to see what’s happening with their spend, which has been our position from day one.
Prosper: What advice would you give someone breaking into e-commerce today?
Noch: It’s okay to take a course or watch some YouTube videos, but by far the most valuable thing you can do is to do the actual work. And also to actually understand what you’re trying to do from first principles.
It’s tempting to lean on things like AI and hacks from day one, but you can’t direct what you don’t understand, and you can’t catch a tool’s mistakes if you’ve never done the work yourself.
Get your hands dirty in a real account, learn why the numbers move. The people who’ll win in the next few years aren’t the ones who understand the work well enough to direct the machine and know when it’s wrong.