With Amazon Sponsored Brands product collections, sellers can feature 3 to 10 products in one ad, choose manual or AI curation, and no longer need custom creatives for campaigns.
As of January 28, 2026, Amazon Sponsored Brands product collections have switched to an AI-powered format with a 3-10 product range and no custom creative. The change applies to all US advertisers and standardizes ad displays across campaigns.
Larger catalogs gain increased discoverability, while smaller brands must restructure to meet the three-ASIN minimum. Sellers adapting quickly to AI curation and multi-product ads are positioned to maintain performance under the new system.
Amazon Sponsored Brands Product Collections Shift to AI-Powered Multi-Product Ads
Based on a PPC Land article written by Luis Rijo, Amazon Sponsored Brands product collections officially rolled out an AI-driven format, replacing existing product collections campaigns. The new setup allows advertisers to feature between 3 and 10 products in a single ad unit, eliminating the need for custom headlines and lifestyle images.
The update introduces significant structural changes for Amazon ads, requiring a minimum of three ASINs per ad while limiting existing single- or two-product campaigns to optimization-only adjustments. Brands can either let Amazon’s AI dynamically curate the most relevant products or manually select items for more control, impacting how an Amazon agency manages client campaigns.
Key details of the new Sponsored Brands product collections include:
- Minimum of 3 ASINs and maximum of 10 per ad unit.
- Elimination of custom creative requirements, including headlines and images.
- Dynamic product selection using Amazon’s AI based on shopper behavior and first-party signals.
- Existing campaigns with fewer than three ASINs can continue, but cannot add new ad groups.
- Potential limitations on landing page display remain unclear under the new format.
The shift is designed to expand product discoverability and simplify campaign management for advertisers running Amazon PPC campaigns. Brands with extensive catalogs may benefit from broader exposure in multi-product ads, while smaller product lines must restructure campaigns to meet minimum ASIN requirements.
AI Curates Your Ad: The New Amazon Sponsored Brands Collections
Amazon Sponsored Brands product collections got a major update, allowing advertisers to feature 3-10 products in a single ad. This change increases the previous limit of 3 ASINs and is designed to improve product visibility in Amazon advertising.
The new format introduces AI-powered curation that dynamically selects the most relevant products based on customer intent. Advertisers still have the option to manually choose products if they want more control over their Amazon ad campaign.
Product details will now be highlighted directly within the ad, making it easier for shoppers to evaluate and make purchases. The update removes the need for custom images or headlines, eliminating a major creative bottleneck for advertisers.
This rollout reflects Amazon’s focus on AI and personalization to optimize the shopping experience. According to Swipe Insight, while AI curation is emphasized, the option for manual product selection ensures brands retain strategic control over their campaigns.
AI-Powered Curation Shapes the Future of Amazon PPC Campaigns
Amazon Sponsored Brands product collections were overhauled, with a new AI-driven format replacing the previous setup. Advertisers must now feature a minimum of 3 ASINs and can include up to 10 ASINs per ad, while existing campaigns with fewer products can continue optimization, but cannot add new ad groups.
The update removes all custom creative requirements, eliminating headlines, lifestyle images, and branded assets previously needed. Amazon advertising will now automatically display product details directly from listings, simplifying campaign setup and reducing creative production time.
Sellers can choose between AI-powered dynamic curation based on shopper intent or manual ASIN selection for tighter control over product visibility. This flexibility allows brands to either scale campaigns automatically or maintain precision in their Amazon PPC campaign strategy.
For sellers with larger catalogs, the ability to showcase more products in one ad increases discoverability and cross-promotion opportunities. Brands with smaller or niche product lines may need to adjust strategy or reallocate budgets to other Amazon ad formats to maintain performance under the new structure.
Amazon Overhauls Sponsored Brands Product Collections: 3-ASIN Minimum, No Custom Creatives From Jan 28 By Ananaya Banerjee“The most notable shift is the removal of custom creative, replacing headlines, lifestyle images, and branded creatives with a standardized, AI-driven format.”
