A new setting has started appearing inside the Sponsored Products campaign builder, and it is catching advertisers off guard. Tucked into the additional settings section, a checkbox labelled Increase Conversions can automatically spin up a second campaign — a Sponsored Brands collections campaign — targeting the same keywords as the Sponsored Products campaign it sits inside.
What Is the “Increase Conversions” Beta Feature?
According to the Source report, Increase Conversions is a single checkbox that appears after the targeting and bidding steps of the Sponsored Products campaign builder. Ticking it prompts Amazon to generate a companion Sponsored Brands collections campaign aimed at the same keyword set as the original Sponsored Products campaign.
This detail is important for two reasons. First, it means a Sponsored Products advertiser can end up running a Sponsored Brands campaign without deliberately building one from scratch. Second, it may explain why some advertisers have reported finding Sponsored Brands campaigns in their account that they don’t recall creating — a pattern the report specifically calls out.
This behaviour has not been documented on any official Amazon Ads help page, blog post, or release note at the time of writing. Advertisers researching the checkbox in their own accounts should treat third-party reporting as directional rather than definitive until Amazon publishes its own documentation.
Industry coverage has noted that the checkbox surfaced shortly before Amazon Accelerate, the annual seller conference that has historically preceded a wave of new advertising releases. That timing is circumstantial, not confirmed by Amazon, but it’s consistent with how Amazon has rolled out other Sponsored Products betas this year.
How the Feature Reportedly Works
Based on the report, the workflow looks like this:
- An advertiser builds a Sponsored Products campaign as normal, choosing targeting, bids and budget.
- In additional settings, they see the Increase Conversions checkbox.
- Selecting it triggers Amazon to draft a Sponsored Brands collections campaign using the same keywords.
- Amazon proposes targets, bids and a campaign name, all of which the advertiser can edit before launch.
- Nothing launches without the checkbox being selected — the report is explicit that the feature is opt-in, not automatically applied to existing campaigns.
Because the campaign is created as a distinct entry in Campaign Manager, it carries its own budget, its own bids, and its own performance data, separate from the parent Sponsored Products campaign.
The Connection to Sponsored Brands Collections
The auto-created campaign reportedly uses the Sponsored Brands collections format, which is an Amazon-confirmed, officially documented ad type. Amazon’s own guide to Sponsored Brands collections describes an ad unit that features three to ten related products, curated either automatically by Amazon using keyword and search-query signals, or manually by the advertiser from chosen ASINs.
Amazon states that, based on early US tests, collection ads shown at top-of-search produced a 19% increase in clicks and a 44% increase in conversions compared with the previous top-of-search ad experience. Amazon also reports that automatic collections reached three times as many unique search queries per campaign and drove 2.5 times as many unique products purchased compared with manually curated collections. These figures come directly from Amazon’s published guide and are labelled by Amazon as based on internal US data from 2025.
What is not confirmed is whether campaigns generated through the Increase Conversions checkbox perform in line with those figures. Amazon’s published stats describe the collections format generally; they are not a claim about this specific beta trigger.
Sponsored Brands collections is also relevant because Amazon has separately confirmed it is retiring the older product collection ad format in January 2027, which means every eligible brand is already being pushed toward collections regardless of this beta.
Who May Have Access
Eligibility for Sponsored Brands collections itself is documented by Amazon: advertisers must be enrolled in Amazon Brand Registry and have three or more related products in their catalogue. It is reasonable to assume the Increase Conversions checkbox would only be useful to — and possibly only shown to — advertisers who already meet those criteria, since a smaller catalogue cannot supply a collections ad. Brands unsure whether their catalogue and Brand Registry status meet that bar should confirm it before assuming the setting will help.
However, Amazon has not published an eligibility list, rollout schedule, or confirmation of which accounts currently see the checkbox. The feature is being reported as a beta, and betas on Amazon Ads typically roll out unevenly across accounts, categories and marketplaces before any wider release. Advertisers who do not see the setting should not assume anything is wrong with their account.
What Advertisers Should Know Before Using It
A few practical points follow from what has been reported:
- Check the settings before you tick the box. Amazon reportedly lets advertisers edit the suggested targets, bids and campaign name before launch — use that review step rather than accepting defaults.
- Budget separately. The Sponsored Brands campaign draws its own budget once live, so factor it into account-level spend planning rather than assuming it rides inside the Sponsored Products budget.
- Judge it on more than ACoS. Sponsored Brands campaigns commonly generate strong click volume with a lower conversion rate than Sponsored Products. Looking at TACoS across the account, alongside new-to-brand sales and detail page views per click, gives a fairer read on whether the added campaign is helping.
- Audit existing campaigns. If a Sponsored Brands campaign has appeared in your account that you don’t remember building, this setting is a plausible explanation worth checking before you pause or restructure it.
- Small catalogues gain little. Since collections need three or more related ASINs, single-product or narrow-catalogue sellers are unlikely to see much benefit even if the checkbox appears.
Industry Reaction: Why Some Experts Are Urging Caution
Beyond the initial report, Amazon PPC practitioners have raised a specific concern in the days since: automation of this kind tends to accelerate whatever account structure already exists, for better or worse. If a Sponsored Products account already has clean, audited targeting, a companion campaign may genuinely extend reach into the upper funnel. If the account has unaudited or overlapping targeting, industry commentary suggests the auto-generated Sponsored Brands layer is more likely to compound wasted spend than fix it, since the new campaign inherits the same keyword set rather than correcting for it.
A related point raised in that commentary concerns attribution and reporting. Because the auto-generated campaign reports against blended account metrics by default, a healthy-looking overall ACoS can mask a much weaker non-branded performance underneath it — a distinction that only shows up when branded and non-branded spend are tracked separately. This is a reporting-hygiene issue rather than a flaw with the beta itself, but it means the checkbox is harder to evaluate fairly on a quick glance at top-line ACoS alone.
These are third-party practitioner opinions and account-structure warnings, not findings published or endorsed by Amazon. They’re included here because they represent the most substantive independent commentary available on the feature so far, and because they point to practical checks worth running before switching it on.
A Readiness Checklist Before You Enable It
Drawing on that commentary, advertisers considering the checkbox may want to confirm the following first, rather than accepting the default settings on the first campaign where it appears:
- Branded and non-branded campaigns are already separated, so you can see non-branded performance independently of a blended average once the new campaign is live.
- Search term negatives are current, with zero-order terms cleared out — an auto-generated campaign built on noisy targeting inherits that noise.
- At least three ASINs have a proven conversion history, since Sponsored Brands collections is built around cross-selling a related product set, not a single hero product.
- A TACoS baseline is in place, so any lift from the added Sponsored Brands spend can be judged against total advertising cost of sale rather than campaign-level ACoS alone.
- The first test stays isolated to one campaign rather than being switched on account-wide, so any negative effect is contained and easy to trace back to the setting.
Potential Implications for Amazon PPC Advertisers
If accurate, the Increase Conversions checkbox signals Amazon’s continued push toward full-funnel advertising by default rather than by request — nudging Sponsored Products advertisers into Sponsored Brands with a single click rather than requiring a separate campaign build. For agencies and in-house teams managing dozens of Sponsored Products campaigns, that raises the practical need to review campaign builder settings before every launch, since a setting many sellers currently skim past can now add an entire second campaign to an account.
It also sits alongside another reported Sponsored Products beta — extending Sponsored Products placements to other retailers’ sites through Amazon Retail Ad Service — which, if confirmed, would point to Amazon automating more advertising decisions across formats and even beyond its own marketplace, while leaving advertisers control mainly through the settings they approve at setup.
What Remains Unconfirmed
To be clear about the current evidence base:
- Amazon has not published official documentation, a help-centre article, or a blog post naming or describing an “Increase Conversions” setting.
- The performance of campaigns created via this specific checkbox has not been quantified by Amazon; the 19%/44% and 3x/2.5x figures relate to Sponsored Brands collections generally, not to this beta trigger.
- Eligibility criteria, rollout percentage, and whether the feature will graduate from beta to general availability are not confirmed.
- Amazon has not commented publicly on the feature in response to the report.
- Whether auto-generated campaigns actually improve account-level TACoS, versus simply adding spend, has not been independently measured at scale — the caution raised by PPC practitioners is a structural concern, not a documented outcome.
Advertisers should treat this as an early, third-party-reported beta and verify current behaviour directly inside their own Amazon Ads console, since beta features can change or disappear without notice.
Frequently Asked Questions
1 . What is the Amazon Increase Conversions beta feature?
It’s a reported checkbox inside the Sponsored Products campaign builder’s additional settings that, when selected, creates a companion Sponsored Brands collections campaign targeting the same keywords. It has been reported by a third-party agency and has not been officially confirmed by Amazon.
2 . Is Increase Conversions an official Amazon Ads feature?
Amazon has not published documentation confirming the name, function, or rollout of this specific checkbox. The underlying ad format it reportedly uses, Sponsored Brands collections, is officially documented by Amazon.
3 . Will Increase Conversions launch a Sponsored Brands campaign automatically?
According to the report, nothing launches unless the checkbox is actively selected. Amazon has stated separately that its related cross-retailer Sponsored Products beta only applies to accounts that opt in, which is consistent with this approach.
4 . Who is eligible for Sponsored Brands collections?
Amazon confirms eligibility requires enrolment in Brand Registry and at least three related products in the catalogue. Whether the same criteria gate access to the Increase Conversions checkbox has not been confirmed by Amazon.
5 . Does Sponsored Brands collections actually improve conversions?
Amazon reports a 44% increase in conversions and a 19% increase in clicks for top-of-search collection ads in early US testing, plus stronger reach for AI-curated collections versus manually built ones. These figures are Amazon’s own but describe the format generally, not this specific beta.
6 . Should I turn on Increase Conversions if I see it?
That depends on your account’s readiness, not just whether you see the box. Brands with separated branded/non-branded tracking, a clean search term audit, and three or more proven ASINs carry less risk testing it on a single campaign. Brands without that foundation, or with fewer than three related products, are likely to see limited benefit — or compound existing wasted spend — and should review the auto-generated settings carefully, or get an Amazon PPC audit first.
7 . Why do I have a Sponsored Brands campaign I don’t remember creating?
This reported checkbox is one plausible explanation. Check your campaign list for Sponsored Brands collections campaigns launched around the same time as recent Sponsored Products campaigns, and review the additional settings on future campaign builds.
8 . Could this beta make existing PPC problems worse?
Independent commentary from Amazon PPC practitioners suggests it could, in accounts with unaudited targeting or blended ACoS reporting that hides weak non-branded performance. The concern isn’t with the feature itself but with switching it on before the underlying Sponsored Products account structure is clean — a full Sponsored Products campaign audit is the practical way to check before enabling it.
