Sponsored Brands Collections is Amazon's new ad format for featuring product collections, set to replace the existing Product Collection format. Ad Optimizer now supports creating and managing both collection types — Automatic and Manual.


What's new

The new ad format Collections is now available in the SB creation flow, alongside the existing Product Collection and Store Spotlight formats. When creating a Collections campaign, you select one of two collection types:

  • Automatic — You define the keywords to target, and Amazon automatically selects the most relevant products from your catalog as "Items to advertise" based on those keywords and related shopper queries. You can optionally exclude specific ASINs from appearing in your Collection.

  • Manual — You choose the products to feature in the collection (3–10 ASINs required). All targeting types available for Sponsored Brands can be applied.

Both SB (Auto Collection) and SB (Manual Collection) are fully supported in the Ad Optimizer campaign management flow. Campaigns can be created and updated via bulk import files* or the Campaign Manager, and Reporting is covered for both types.

Outlook

Amazon has announced the deprecation of Sponsored Brands (Product Collection) with a shutoff date of January 2027. Starting September 2026, any newly created SB (Product Collection) campaigns will automatically be converted to an SB (Manual Collection). Custom images will be accepted but not rendered. 

In line with this, Ad Optimizer will stop supporting the creation of SB (Product Collection) ads starting September 2026. We recommend switching to SB (Collections) for all new campaigns. Ad Optimizer is ready to support you in this transition.

Existing SB (Product Collection) campaigns will continue to be served and can be managed. No action is needed from your side. A migration of existing Product Collection ads to the Collections format will be supported soon.


* If you use bulk import, download the updated bulk import template “Campaigns” before your next import — the template has been updated to include the new Collections fields.