Amazon Product Collection ads will face a final shutdown in January 2027, pushing sellers toward Sponsored Brands Collections that can feature 3 to 10 products.
Amazon Product Collection ads are entering a new phase as sellers move toward the newer Collections format for Sponsored Brands. The replacement gives advertisers two options, with manual collections allowing three to 10 selected ASINs and automatic collections using Amazon AI to choose products based on targeting and shopper queries.
For sellers, the change is more than a new campaign setting because it can affect which products receive visibility within an ad. Existing campaigns can continue serving, but advertisers should understand the new collection types and prepare their advertising workflows before the legacy format reaches its final cutoff.
Amazon Moves Sellers From Product Collections to AI-Powered Ads
Amazon is changing how sellers can use collection-based ads as part of its broader Amazon advertising updates. The company is moving away from the existing format and toward Sponsored Brands Collections, which can feature up to 10 related products in a single ad.
Noah Wickham, VP of Sales and Marketing at My Amazon Guy“They are going to be deprecating product collection ads starting January 2027.”
The change affects Amazon Product Collection ads, which previously allowed advertisers to select a brand logo, create a custom headline, and feature three or more products. The new Sponsored Brands Collections format offers two options, including automatic collections where Amazon AI selects relevant products and manual collections where advertisers choose the products themselves.
For automatic collections, Amazon will use keyword targets and shopper search queries to determine which products from a seller’s catalog are most relevant. Manual collections give advertisers control over the products shown, with three to 10 related ASINs available for the collection.
The shift is expected to affect how brands approach selling on Amazon, particularly those relying on collection ads to present multiple products to shoppers. Sellers working with an Amazon agency may also need to review their existing campaign structure and determine whether manual or automatic collections fit their advertising strategy.
Amazon Outlines Product Collection Ads Transition Timeline
According to Metoda, the transition will affect how new campaigns are created before the final shutdown of the legacy format, with newly created Sponsored Brands Product Collection campaigns automatically converted to Manual Collections starting in September 2026. Custom images submitted with those campaigns will still be accepted but will not appear in the ad.
| Timeline | Change |
|---|---|
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September 2026
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New Product Collection campaigns automatically convert to Manual Collections
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September 2026
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Ad Optimizer stops supporting creation of Product Collection ads
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January 2027
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Amazon shuts off the Product Collection format
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After shutdown
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Product Collection ad creation requests will no longer be supported
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Existing campaigns will continue serving impressions and can still be managed, so sellers do not need to immediately recreate their active ads. Historical Product Collection reporting will also remain available, while the same campaign and ad group structure can continue to be used with the new Collections format.
For sellers managing Amazon advertising through bulk tools, the campaign template has also been updated with fields for the new Collections format. Sellers should download the updated Campaigns bulk import template before their next import to ensure their workflows support the new ad types.
The change also matters for sellers selling on Amazon who rely on API integrations to create or manage Sponsored Brands campaigns. Product Collection endpoints will continue working until January 2027, while migration tools and guidance for moving existing ads to Collections are expected to become available.
Amazon Introduces New Collections Ad Format for Sponsored Brands
Amazon states that the new Collections format gives advertisers more room to feature products, increasing the limit from three products under the legacy setup to as many as 10 related ASINs. This gives brands more options for presenting products together in high-visibility placements across the Amazon Store.
Manual Collections allow advertisers to select three to 10 products while using keyword or product targeting, giving sellers direct control over which ASINs appear. Automatic Collections use Amazon AI to group relevant products based on keyword targets and shopper search queries, but they only support keyword targeting.
The new format also changes several creative and landing page requirements that sellers should account for in their Amazon Product Collection ads strategy. Lifestyle images are no longer supported, brand logos are optional, and Automatic Collections use automatically generated landing pages, while titles can be generated automatically or provided by the advertiser for Manual Collections.
For brands focused on selling on Amazon, the same campaign and ad group structure can be retained when moving to Collections. However, sellers using the Amazon Ads API will need to switch from the old Product Collection endpoints and fields to the corresponding Manual or Automatic Collection endpoints, while reporting and historical data remain available.
