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Amazon is rolling out a major change to Sponsored Brands Product Collections, replacing the existing format with a new AI-powered collections experience starting January 28, 2026. The update applies to all US advertisers running Product Collections campaigns and introduces stricter structure requirements while removing custom creative entirely.

Under the new format, advertisers must feature a minimum of 3 ASINs and up to 10 ASINs in a single Sponsored Brands collections ad. Existing campaigns with one or two ASINs will be allowed to continue running and can still be optimized, but no new ad groups can be added to those campaigns.

Note: Any new collections campaign created after the rollout must meet the 3-ASIN minimum requirement.

What’s Changing in Sponsored Brands Collections

The most notable shift is the removal of custom creative. Amazon is eliminating custom headlines, lifestyle images, and branded creatives, replacing them with a standardized, AI-driven format. Previously, Product Collections required brand logos, custom images, and strict technical specifications; assets that often increased setup time and creative costs for sellers.

With the new format, Amazon will instead automatically surface key product details and visuals directly from listings. Sellers can either:

  • Allow Amazon’s AI to dynamically curate products based on shopper intent and first-party data, or
  • Manually select specific ASINs to maintain tighter control over product visibility

Amazon says the goal is to simplify campaign creation while expanding discoverability by allowing more products to appear within a single ad unit.

Seller Impact: Opportunities and Trade-Offs

For sellers with broader catalogs, this change opens up new visibility opportunities. Featuring up to 10 products in one ad can help cross-promote related SKUs and capture higher-intent traffic without creating multiple campaigns.

However, sellers with limited catalogs or niche product lines may feel constrained. Brands that previously relied on single-ASIN or two-ASIN collections will now need to rethink their Sponsored Brands strategy or shift budget toward other formats like Sponsored Products or standard Sponsored Brands.

The removal of custom headlines and lifestyle images also reduces brand storytelling opportunities, pushing Sponsored Brands collections toward a more product-centric, conversion-focused experience.

What Sellers Should Do Next

  • Audit existing Sponsored Brands Product Collections campaigns for ASIN count
  • Identify logical product groupings to meet the 3-ASIN minimum
  • Decide whether to use AI-powered dynamic selection or manual ASIN control
  • Monitor performance closely as Amazon phases the update across accounts
  • Prepare to reallocate ad budgets if collections no longer fit your catalog structure

This update reinforces Amazon’s broader direction toward AI-led advertising automation, reducing manual setup while prioritizing relevance and scale. Sellers who adapt early and restructure campaigns strategically will be best positioned as the new Sponsored Brands collections format rolls out through Q1 2026.

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Amazon Sponsored Brands Collections Update 2026