Amazon.com is increasing its advertising on billionaire Elon Musk's social media platform X, the Wall Street Journal reported on Thursday, citing people familiar with the matter.

Musk has tried several different ways to boost X’s profits, including making users pay for verification, something that had previously been given to users of notoriety and journalists. On Tuesday, the company’s CEO Linda Yaccarino announced a new deal with Visa for peer-to-peer payments on X.

Amazon is ramping up ad spending on Elon Musk’s X, according to people familiar with the situation, a major shift after pulling much of its advertising more than a year ago, a time when many brands had concerns about hate speech on the platform.