We propose and analyze an approximate message passing (AMP) algorithm for the matrix tensor product model, which is a generalization of the standard spiked matrix models that allows for multiple types of pairwise observations over a collection of latent variables. A key innovation for this algorithm is a method for optimally weighing and combining multiple estimates in each iteration. Building upon an AMP convergence theorem for non-separable functions, we prove a state evolution for non-separable functions that provides an asymptotically exact description of its performance in the high-dimensional limit. We leverage this state evolution result to provide necessary and sufficient conditions for recovery of the signal of interest. Such conditions depend on the singular values of a linear operator derived from an appropriate generalization of a signal-to-noise ratio for our model. Our results recover as special cases a number of recently proposed methods for contextual models (e.g., covariate assisted clustering) as well as inhomogeneous noise models.