Promoted In-App Purchases are in-app purchases and subscriptions showcased on an app's App Store product page — up to 20 at a time — that can also appear in search results and editorial features.
In App Store Connect, a team chooses which in-app purchases to promote and in what order. Each needs a display name, a short description, and a 1024 × 1024-pixel promotional image; App Store Connect Help caps the name at 30 characters and the description at 45, though Apple's product page guide cites 35 and 55. Promoted items appear in their own sections on the product page and can appear in search results, except consumables, which Apple keeps out of search. Tapping one leads to the product page to start the purchase, with a prompt to download the app first if needed. The app must support StoreKit's purchase-intent handling.
For ASO, promoted purchases add surface area without spending a character of the keyword field. A well-named subscription or content pack can appear as its own entry in search results, and an image-led card on the product page shows what the paid tier delivers before the install. Apple doesn't document whether a promoted purchase's name affects the app's own keyword rankings, so practitioners treat them as visibility and conversion assets: descriptive names rather than generic ones like "100 gems" (Apple's own example), artwork without overlaid text, as Apple recommends, and an order that leads with the offer most shoppers want.
Example
A language app promotes its annual subscription and three course packs. It renames "Pack 2" to "Business Spanish Course," replaces text-heavy artwork with a clean illustration, and moves the subscription to the top of the order so shoppers see the core offer first.