Launch announcement

Boost Posts into Sponsored Brand ads

April 30, 2024

What launched?

With Amazon Posts, brands can engage with audiences and gain broader reach and exposure for no additional cost. Now, advertisers can "boost" their top-performing image and vertical video Posts into a Sponsored Brands campaign with a single click. Advertisers will also be able to utilize generative AI to upscale images that do not meet Sponsored Brand’s product collection ad resolution requirements.

boost flow 1

The "Boost" button in the Post Manager of the Advertising Console allows advertisers to convert organic posts into Sponsored Brand ads

boost flow2

Clicking the "Boost" button deep links the advertiser directly to the Sponsored Brand campaign builder interface

boost post3

When boosting a Post the creative component UI is automatically populated

Why is it important?

Amazon Posts will continue to be available for free. This feature builds on the success of organic Posts, allowing advertisers to raise brand awareness and receive new insights into the impact of brand building on Amazon via Sponsored Ads. Amazon Posts also allow advertisers to test creatives, evaluate what resonates with customers, and then convert those creatives to Sponsored Ads. Additionally, the integration of generative AI based image upscaling as part of the boost flow increases the likelihood that Posts images will be eligible for Sponsored Ads.

Where is the feature available?

  • North America: United States

Who can use it?

  • All Amazon advertisers including vendors, registered sellers, managed-service, self-service, authors, etc. can use this feature.

Where do I access it?

  • The feature can be accessed through the Posts manager in the advertising console. Advertisers can click "boost" next to a Post to be directed to the Sponsored Brands campaign builder, where they can review their settings and publish the campaign.