Amazon advertising continues to evolve toward automation.

For years, sellers have manually created Sponsored Products, Sponsored Brands, and Sponsored Display campaigns based on keyword research, product goals, and advertising strategy.

Now Amazon is testing a new beta feature that can automatically expand Sponsored Products campaigns into Sponsored Brands advertising opportunities.

The feature, called Increase Conversions, gives advertisers the option to create a Sponsored Brands Collections campaign using the same keyword targeting as an existing Sponsored Products campaign.

For sellers, this could mean faster campaign expansion and additional brand visibility.

But like every automated advertising feature, the results depend on how strategically it is used.

Automation can create opportunities — but understanding campaign structure, profitability, and customer behavior remains critical.

What Is Amazon Ads Increased Conversions Feature?

The Amazon Ads Increase Conversions feature is a beta setting available during Sponsored Products campaign creation.

When selected, Amazon automatically creates a Sponsored Brands Collections campaign connected to the original Sponsored Products campaign.

Instead of manually creating a separate Sponsored Brands campaign, sellers can allow Amazon to build an additional campaign using related targeting information.

Advertisers still maintain control over important campaign settings, including:

• Campaign naming
• Bids
• Budget adjustments
• Campaign management after launch

The feature is designed to make it easier for sellers to expand advertising coverage across Amazon’s search ecosystem.

How Does the Sponsored Products to Sponsored Brands Expansion Work?

Traditionally, sellers create different campaign types separately.

A typical Amazon PPC structure includes:

Sponsored Products

Designed to promote individual products and capture shoppers searching for specific keywords.

Sponsored Brands

Designed to increase brand visibility and showcase multiple products.

Sponsored Display

Designed for broader audience targeting and remarketing.

With the new beta feature, Amazon connects Sponsored Products keyword targeting with Sponsored Brands Collections campaigns.

The goal is to show shoppers more products from the brand when they are already searching for relevant terms.

Why Amazon Is Expanding Sponsored Brands Collections Ads

Sponsored Brands Collections allow advertisers to showcase multiple products in a single advertising placement.

According to Amazon testing data, collection ads at the top of search showed stronger engagement compared with older formats.

Amazon reported:

• Increased clicks from collection advertising placements
• Higher conversion performance compared with previous formats
• Greater product discovery opportunities through automated collections

The format allows brands to display multiple ASINs instead of focusing on only one product.

This can be valuable for brands with:

• Multiple related products
• Product variations
• Complementary product lines
• Strong Brand Store presence

Sponsored Brands Collections: Automatic vs Manual Product Selection

Amazon Sponsored Brands Collections can work in two ways.

Automatic Collections

Amazon uses machine learning and shopper signals to determine which products should appear.

Benefits:

• Less manual management
• Helps larger catalogs discover product combinations
• Allows Amazon to test different product groupings

Manual Collections

Advertisers select products themselves.

Benefits:

• More control over featured ASINs
• Better for seasonal products
• Useful for hero product strategies

The right approach depends on catalog size, advertising goals, and how much control sellers want over product selection.

Why Sellers Should Not Judge This Feature Only By ACOS

One of the biggest mistakes in Amazon PPC management is evaluating every campaign using only ACOS.

Sponsored Products and Sponsored Brands serve different roles.

Sponsored Products often capture high-intent shoppers.

Sponsored Brands can influence customers earlier in the buying journey.

A Sponsored Brands campaign may contribute through:

• Brand discovery
• Additional product views
• New-to-brand customers
• Increased Brand Store traffic

Because of this, sellers should also monitor:

• TACOS
• New-to-brand sales
• Detail page views
• Brand Store activity
• Overall account revenue growth

Who Should Consider Testing This Amazon PPC Feature?

The Increase Conversions feature may be worth testing for brands that already have:

• Brand Registry access
• Multiple related ASINs
• Existing Sponsored Brands campaigns
• Strong product conversion rates
• Enough advertising budget for testing

Brands with only one or two products may receive limited value because Sponsored Brands Collections work best when sellers have multiple products to showcase.

Who Should Be Careful Before Enabling Automation?

Automation can create additional opportunities, but it can also increase complexity.

Sellers should be cautious if:

• PPC campaigns already have weak structure
• Search terms are not regularly reviewed
• Advertising budgets are limited
• Product listings have conversion problems
• Existing campaigns have high wasted spend

Adding another campaign type without fixing existing issues can make optimization more difficult.

How Amazon PPC Managers Should Monitor the New Campaigns

If the feature creates a Sponsored Brands campaign, sellers should review performance regularly.

Important metrics include:

• Advertising Cost of Sales (ACOS): Measures advertising efficiency.
• Total Advertising Cost of Sales (TACOS): Shows advertising impact against total revenue.
• Conversion Rate: Helps determine whether traffic is qualified.
• Search Term Performance: Shows which customer searches are driving results.
• New-to-Brand Sales: Helps measure customer acquisition impact.

Amazon Advertising Is Moving Toward More Automation

The Increase Conversions feature is part of a larger shift in Amazon advertising.

Amazon continues introducing tools that use machine learning to assist with:

• Campaign creation
• Product selection
• Targeting decisions
• Shopper matching

For sellers, this means PPC management is becoming less about manual setup alone and more about strategic oversight.

The role of advertisers is shifting toward:

• Reviewing automation decisions
• Controlling budgets
• Protecting profitability
• Identifying growth opportunities

Big Internet Commerce Perspective: Automation Works Best With Strategy

At Big Internet Commerce, we help Amazon sellers manage PPC campaigns with a focus on profitable growth.

Our approach combines:

• Keyword research
• Campaign structure optimization
• Search term analysis
• Bid management
• Listing conversion improvement
• Full account performance review

Amazon automation tools can save time and uncover opportunities, but they should always operate within a clear advertising strategy.

A new campaign does not automatically mean better results.

The brands that succeed are those that understand where automation helps, where human analysis is needed, and how every advertising dollar contributes to business growth.

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Amazon’s Increase Conversions beta feature creates a simpler way for sellers to expand Sponsored Products campaigns into Sponsored Brands Collections advertising.

The opportunity is clear: more visibility, more product discovery, and easier campaign expansion.

But sellers should approach automation strategically.

Review campaign goals, monitor profitability, analyze customer search behavior, and make sure every additional advertising campaign supports overall business growth.

The future of Amazon PPC is not automation versus strategy.

It is automation combined with better decision-making.

Schedule a strategy call with our team.

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