New Sponsored Brands Collections Format Rolling Out

The new Sponsored Brands collections format gives brands more flexibility, allowing larger product groupings and optional AI-driven product selection based on shopper intent.

  • Ads can now feature 3–10 products (up from 3 previously).
  • AI-powered product selection based on shopper intent (optional).
  • Product details shown directly inside the ad, with less manual setup needed.
  • No requirement for custom images/headlines in every case.

What this means:

  • Amazon is optimising these ads for upper-funnel discovery, not just efficiency.
  • Brands can showcase broader ranges, making collections feel more like curated shelves than static ads.
  • Automation reduces setup friction but also means
  • less direct control over exactly which ASINs appear.

A strong catalogue matters more than ever. If Amazon is choosing products on your behalf, your titles, imagery, pricing, and availability need to be consistently strong across the range.

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