The new Amazon advertising beta feature sits in the additional settings of the Sponsored Products campaign builder under the name Increase Conversions. Once it is checked, Amazon launches a Sponsored Brands collections campaign against the same keywords, with bids and campaign names advertisers can still edit.
Amazon Ads is testing a setting that turns one Sponsored Products campaign into two campaign types. The new Amazon advertising beta feature, labeled Increase Conversions, lets a single checkbox launch a Sponsored Brands collections campaign aimed at the same keywords the original campaign already targets.
The format behind it has strong early numbers, with Amazon’s own tests showing a 44% lift in conversions for collection ads at the top of search. The setting also changes how sellers and their Amazon agency partners manage Amazon PPC, since a second ad type can now enter an account through a box many advertisers scroll past.
Amazon Adds Increase Conversions Setting as a New Amazon Advertising Beta Feature
The Increase Conversions checkbox appears in the Sponsored Products campaign builder, inside the additional settings section that follows targeting and bidding. When it is selected, Amazon creates a complementary Sponsored Brands campaign in the collections format, showing several products from the brand’s catalog to the same shopper the Sponsored Products ad reaches.
Noah Wickham, VP of Sales and Marketing at My Amazon Guy"This is showing that Amazon Ads is leaning further into the Full Funnel Marketing approach."
The setting explains why some sellers are finding Sponsored Brands campaigns they do not remember building. Amazon launches the collections campaign as its own entry in Campaign Manager, with bids set separately from the original Sponsored Products campaign.
Advertisers keep several controls during setup. Amazon’s suggested targets and bids can be edited before launch, and the campaign can be renamed to match an account’s existing naming convention.
Increase Conversions is the latest step in Amazon full funnel advertising, a model where Sponsored Display drives awareness, Sponsored Brands builds consideration, and Sponsored Products closes the sale. The model has a known weak spot, since attribution across campaign types has made it hard to show how much Sponsored Display and Sponsored Brands add to final purchases.
That gap matters when judging the auto-created campaign on ACoS alone. Sponsored Brands ads often draw strong click volume with a lower conversion rate than Sponsored Products, so TACoS across the full account gives a clearer read on whether the campaign lifts total sales.
The setting fits best for brands already running Sponsored Brands with some success, where a test on a single campaign carries limited risk. Brands new to the format face a steeper learning curve, and the Amazon PPC auction still rewards the product that shoppers click and buy first.
Amazon Sponsored Brands Collections Feature 3 to 10 Products in One Ad
The campaign this beta builds runs on Sponsored Brands collections, the format replacing the older product collection ads. Amazon’s Sponsored Brands collections guide describes one ad holding three to 10 related products, chosen either automatically by Amazon’s AI from keywords and shopper searches or manually from ASINs the advertiser selects.
The early results explain why Amazon is pushing the format so hard. In Amazon’s U.S. tests, collection ads at the top of search drove 19% more clicks and 44% more conversions than the older ad that used to hold that spot.
The automatic version posted the bigger numbers during the beta. Amazon reports AI-built collections reached 3× as many distinct search queries per campaign and drove 2.5× as many different products purchased compared with hand-picked ones.
| Automatic collections | Manual collections | |
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Who picks the products
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Amazon AI, based on keywords and shopper searches
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The advertiser, from 3 to 10 related ASINs
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Targeting options
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Keyword only
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Keyword or product
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Where the ad title sends shoppers
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A branded page Amazon generates
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A branded page or the brand’s Brand Store
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Ongoing upkeep
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Amazon rotates products by performance, with ASIN exclusions available
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The advertiser swaps products for seasonality, stock, or launches
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Manual collections suit brands with a clear hero lineup, while automatic collections suit wide catalogs where letting Amazon test combinations makes more sense. Collection ads also appear often in Amazon’s Alexa for shopping results, which extends the format’s reach beyond the standard search page.
The feature offers little to sellers with only one or two products. Collections require Brand Registry and at least three related products, so a small catalog cannot supply the ad.
Amazon’s January 2027 shutdown of product collection ads is pushing every brand toward collections, and this beta adds another path into the format. Once a campaign is live, Amazon points to new-to-brand sales and detail page views per click as the clearest signs that shoppers browse the catalog after seeing the ad.
Amazon Advertising Extends Sponsored Products Across Retailers
Increase Conversions is not the only Sponsored Products beta running right now. Amazon’s overview of Sponsored Products across retailers shows brands can now run Sponsored Products ads on other retailers’ websites and apps through Amazon Retail Ad Service.
The products come from that retailer’s catalog and do not need an Amazon listing at all. Shoppers see the ad in the retailer’s search results, category pages, and product pages, then check out on that retailer’s site instead of on Amazon.
The Amazon Ads console ties both betas together. Advertisers build these campaigns in the same console and APIs they already use, with automatic targeting, manual keywords, negative keywords, and the search term report working as expected.
One difference matters for budget management. Amazon states the across-retailers program only runs when an advertiser opts in, and it will not enroll existing Sponsored Products campaigns automatically.
The new Amazon advertising beta feature follows the same principle, since nothing launches until the box is checked. However, the box sits in a section many sellers skim, which makes a review of Sponsored Products campaign settings before each launch a practical safeguard.
Amazon says its machine learning reads shopping signals numbering in the trillions to decide which ads to show. Together with auto-built collections and cross-retailer placements, the betas point to a steady shift of Amazon advertising decisions toward automation, with sellers keeping control mainly through the settings they approve at launch.
