What changed in the collection format

Amazon deprecated the Sponsored Brands Product Collection format in June 2026. The transition timeline:

  • Since August 2026, creating a Product Collection already gives you a manual collection instead.
  • Starting January 2027, creating in the old format returns an error.
  • Existing ads keep running. You don't need to rebuild what's already live.

The old format is replaced by two: the Product collection, where you choose the products, and the Auto collection, where Amazon chooses.

Product collection (manual)

It's the direct evolution of the old format, with more room and fewer requirements:

  • 3 to 10 products chosen by you. It used to be up to 3.
  • Logo and headline are optional. Without a headline, Amazon creates one. If you write your own, it can be at most 32 characters.
  • The ad shows the products with title, rating, price and delivery.
  • Shoppers who click the logo or headline go to a page Amazon builds with those products and others from your brand.
  • Targeting by keyword, product or category.

Auto collection

Here you provide less and Amazon decides more:

  • You provide only the brand and keywords.
  • Amazon's AI picks, for each search, the brand's products that best match what the shopper searched for, and creates the headline and landing page.
  • Optional logo.
  • You can exclude products Amazon can't use in the ad.
  • Only supports keyword targeting.
  • A manual collection can't be converted into an auto collection after it's created.

When to use each one

  • Product collection (manual): when you want control over what appears. For example, a specific product line, a launch or the products that best support your margin.
  • Auto collection: when the brand has many products or when you don't know which ones to feature for each search.

Since you can't convert one into the other, decide on the format before creating it. If you want to compare, create separate campaigns and track the results of each. To read those numbers, see what ACoS, TACoS and ROAS are.

What you need

  • A brand enrolled in Amazon Brand Registry.
  • Amazon Ads connected to EcomVision.

The ad goes through Amazon's moderation before it runs and is paid per click, like the rest of Sponsored Brands.

How to create it in EcomVision

  1. Go to Campaigns › Create SB Campaign.
  2. Under Ad format, choose 🎨 Product collection or 🤖 Auto collection.
  3. Fill in the products (for manual) and the keywords. The app's AI suggests the headline and keywords; you adjust whatever you want.
  4. The app checks that the products belong to your account and shows a summary for you to confirm before creating it on Amazon.

Got a question along the way? Ask Vision, the app's assistant: "how do I use the Auto collection?". It walks you through it step by step. See also Campaign Builder in EcomVision.

The format rules (number of products, headline length, targeting and transition dates) are set by Amazon Ads and may change. Each ad's results depend on your brand, products, bids and the auction.