Amazon's New "Increase Conversions" Beta Can Create Sponsored Brands Campaigns

Amazon Ads is testing a new "Increase Conversions" option inside the Sponsored Products campaign builder that can create a Sponsored Brands Collections campaign alongside a Sponsored Products campaign.

The setting appears under Additional Settings after advertisers configure targeting and bidding. When selected, Amazon can generate a companion Sponsored Brands campaign using the same keywords, while allowing advertisers to review and edit suggested targets, bids, and campaign names before launch.

A Sponsored Products campaign can now become the starting point for another campaign type with just one checkbox.

The feature is currently being reported as a beta test rather than a universal Sponsored Products setting. That means availability may vary by account.

But the direction is clear: Amazon is making it easier for advertisers to move from product-level advertising into broader, multi-product Sponsored Brands campaigns.

1. Amazon Is Testing a New Conversion-Focused Campaign Setting

The new feature is called Increase Conversions and reportedly appears inside the Sponsored Products campaign creation workflow.

It sits under Additional Settings, which means advertisers who move quickly through the campaign builder could easily overlook it.

According to reports from advertisers who have seen the feature, selecting the checkbox prompts Amazon to create a Sponsored Brands Collections campaign using the same keyword targets as the Sponsored Products campaign.

Amazon then proposes elements such as:

• Target keywords
• Bids
• Campaign name
• Sponsored Brands campaign structure

These settings can reportedly be reviewed and edited before the campaign is launched.

That distinction matters.

This is not simply Amazon increasing a Sponsored Products bid.

It introduces a separate advertising campaign into the account.

Amazon's existing Sponsored Products system already gives advertisers multiple bidding strategies, including dynamic, fixed, and rule-based bidding. The new beta appears to take the automation concept further by helping advertisers create another ad format from the same campaign-building workflow.

2. What Happens When Sellers Enable "Increase Conversions"?

The basic workflow is relatively simple.

Sponsored Products Campaign

You begin by creating a normal Sponsored Products campaign: Product → Targeting → Bidding → Additional Settings

Then, if the Increase Conversions option is available, Amazon presents the additional setting.

The New Step

If the advertiser selects the option, Amazon can generate a companion Sponsored Brands Collections campaign. The suggested campaign can then be reviewed before launch.

This means advertisers still have an opportunity to check:

• Which keywords are being used
• What bids Amazon proposes
• Which products are included
• How the campaign is named
• Whether the additional campaign fits the existing account structure

Automation can accelerate campaign creation, but it does not automatically mean that Amazon's suggested structure is optimal for your account.

Why Some Sellers May See Unexpected Campaigns

The beta also provides a possible explanation for reports of advertisers discovering Sponsored Brands campaigns they do not remember building.

The reported behavior is consistent with the Increase Conversions setting creating a separate Sponsored Brands campaign when the option is selected during Sponsored Products setup.

For agencies and large sellers managing hundreds of campaigns, this makes campaign naming and account hygiene even more important.

3. Why Sponsored Brands Collections Are at the Center of the Beta

The new beta is closely connected to Amazon's broader push toward Sponsored Brands Collections.

The newer Collections format allows advertisers to feature 3–10 related products in a single ad. Amazon's advertising API documentation confirms that Collections is replacing the older Sponsored Brands Product Collection format and supports both manual and automatic collection approaches.

Manual Collections

Advertisers select the products themselves. This gives brands greater control over:

• Product combinations
• Seasonal merchandising
• Inventory considerations
• Price-point grouping
• Hero and complementary products

Automatic Collections

Amazon uses targeting and shopper signals to determine relevant products for the collection.

This gives Amazon more control over product selection and can potentially broaden the number of search queries associated with the campaign.

For brands with a strong catalog, this is an important distinction. A Sponsored Products ad generally puts one product in front of a shopper.

A Collections ad can give the shopper multiple relevant products to consider within the same advertising experience.

Amazon's official advertising materials describe Sponsored Products as product-level ads, while Sponsored Brands provides advertisers with options to promote a brand or collection of products.

4. Amazon's Early Collections Data Shows Stronger Engagement

Amazon's newer Collections format is not appearing randomly.

Amazon has been testing the format as part of a broader shift in Sponsored Brands advertising.

In reported U.S. testing, Amazon said Collections ads at the top of search generated:

• 19% more clicks
• 44% more conversions

compared with the previous experience. Amazon also reported that automatic Collections reached 3× more distinct search queries per campaign and drove 2.5× more unique products purchased compared with manually curated Collections.

These numbers need context.

They describe Collections performance in Amazon's testing, not a guaranteed 44% conversion increase from switching on the Increase Conversions checkbox.

That distinction is critical as the beta creates the campaign. It does not guarantee the campaign will perform. Performance will still depend on the products selected, keyword relevance, bids, competition, pricing, listing quality, inventory, and conversion rate.

Another Change Is Already Underway

Amazon is also moving away from its older Sponsored Brands Product Collection format. Amazon's advertising API documentation identifies the older Product Collection format as deprecated and directs advertisers toward Manual and Automatic Collections.

Industry reporting indicates that the legacy Product Collection format is scheduled to be shut down in January 2027, making the transition to Collections increasingly important for brands using Sponsored Brands.

So the Increase Conversions beta is arriving at a strategic moment. Amazon isn't just testing another checkbox, it is making the newer Collections ecosystem easier to access.

5. What This Means for Your Amazon PPC Strategy

The biggest change is not technical. It is strategic.

Amazon is increasingly connecting different advertising formats instead of treating each campaign type as an isolated workflow.

A typical funnel might include:

• Sponsored Display → Awareness
• Sponsored Brands → Consideration
• Sponsored Products → Conversion

The new beta potentially reverses the traditional workflow.

Instead of an advertiser deliberately building Sponsored Products first and then separately deciding whether Sponsored Brands should be added, Amazon is now offering to create the second campaign as part of the first campaign-building process.

But Don't Measure Everything Through ACoS

If a Sponsored Brands campaign is automatically added to your account, don't judge it only against the ACoS of your Sponsored Products campaign.

Look at the broader account impact. Monitor:

• Total sales
• TACoS
• Sponsored Brands sales
• Sponsored Products sales
• New-to-brand performance where available
• Detail-page engagement
• Conversion rate
• Spend by campaign type
• Organic sales movement

The key question is:

Did the additional Sponsored Brands campaign create incremental value, or did it simply redistribute advertising spend?

6. The GrowithAmazon View: Automation Needs Oversight

At GrowithAmazon, we see the Increase Conversions beta as another step toward Amazon's increasingly automated advertising ecosystem.

The opportunity is real. But automation should not become an excuse to stop reviewing campaign structure.

Our recommended safeguards

1. Check Additional Settings

Do not skip the section when building Sponsored Products campaigns.

2. Review every proposed campaign

Look at Amazon's suggested keywords, bids, products, and campaign name.

3. Protect your account structure

Use a naming convention that clearly identifies campaigns created through the beta.

4. Separate branded and non-branded analysis

Do not combine different search-intent groups when evaluating performance.

5. Start with one controlled test

Choose one suitable Sponsored Products campaign rather than activating the feature across the entire account.

6. Measure incremental performance

Determine whether the additional Sponsored Brands exposure is generating additional sales rather than simply increasing total advertising costs.

7. Should Sellers Enable the New Beta?

There is no universal yes or no. The feature makes the most sense when the account already has a strong foundation for Sponsored Brands.

Consider testing it if:

• You are enrolled in Brand Registry
• You have at least three relevant products for Collections
• Your Sponsored Products campaign already has useful keyword data
• Your catalog has multiple complementary or related ASINs
• You already understand Sponsored Brands performance
• You have enough budget to test an additional campaign

Consider holding off if:

• Your brand has only one or two suitable products
• Your current keyword targeting is poorly optimized
• Your account already has uncontrolled campaign duplication
• Your advertising budget is extremely limited
• You have not established clear PPC performance benchmarks

Most importantly, do not interpret Increase Conversions as "turn this on and Amazon will automatically increase conversions."

8. What Amazon Sellers Should Do Before Launching

Before your next Sponsored Products campaign goes live, add one more checkpoint to your process.

Check → Review → Launch → Measure

• Check: Is the Increase Conversions option available?
• Review: What Sponsored Brands campaign does Amazon propose?
• Validate: Are the keywords, bids, products, and naming appropriate?
• Launch: Run the test with a controlled budget.
• Measure: Compare the combined account performance against your previous baseline.

This becomes even more important as Amazon continues moving toward automated campaign creation, AI-powered product selection, and cross-format advertising workflows.

Conclusion

Amazon's new Increase Conversions beta may look like a small checkbox.

The feature represents a broader shift in how Amazon wants sellers to build advertising campaigns: less manual setup, more automation, and stronger connections between ad formats.

For sellers, the immediate takeaway is not to fear the feature—or blindly enable it. Instead, understand what it creates.

A Sponsored Products campaign can potentially become the entry point for a Sponsored Brands Collections campaign, giving brands another way to showcase multiple products to shoppers.

At the same time, Amazon is accelerating the move from legacy Product Collection ads toward the newer Collections format ahead of the expected 2027 transition.

The sellers who benefit most will not necessarily be those who automate everything.

They will be the ones who know where to let Amazon automate, where to keep control, and how to measure the difference. For Amazon PPC teams and agencies, that makes the new checkbox less of a shortcut—and more of a new strategic checkpoint.