Sponsored Brands collections: Promote related products and reach more shoppers

Sponsored Brands collections example in search

1. Expand product discoverability
   Advertisers can feature up to ten related products from their catalog, engaging shoppers in high visibility placements across the Amazon store.
2. Branded shopping experience
   Collections highlight key product details for quick evaluation and purchase and connect shoppers to a branded experience where they can explore additional related products from your brand.
3. Scaled campaign creation and optimization
   Automatic collections highlight to shoppers the best combination of products based on keyword targets and shopper queries without the need to manually set up and optimize multiple campaigns.
4. Boost performance and efficiency
   Collections aim to boost performance by increasing shopper engagement and product discovery, helping drive incremental sales and stronger return on ad spend.

• 19% increase in clicks
• 44% increase in conversions

• Automatic collections: Let Amazon’s AI dynamically group the most relevant products from your catalog into collections based on your keyword targets and shopper search queries.
• Manual collections: Select the specific related ASINs to feature in your ad. This ad type supports keyword or product targeting and gives you full control over which products to showcase.

• Top-of-search
• Mid- and bottom-of-search results
• Other high-visibility Sponsored Brands placements including product detail pages

Choose your campaign goal such as “Drive page visits,” “Grow brand impression share,” or “Reserve share of voice,” based on your advertising objectives. Then, add a campaign name, start and end dates, and your desired budget.

Select “automatic collections” or “manual collections”:

• Automatic collections: We’ll create the most relevant collection of products from your catalog, based on your keyword targets and shopper queries.
• We automatically create relevant titles and a branded experience where shoppers can explore more products from your catalog.
• Your ad title, logo, and brand name link to a branded experience; individual products link to product detail pages.
• Manual collections: Choose 3–10 related products to feature in your collection.
• We automatically create relevant titles for your collections to simplify the campaign setup process.
• Select to drive traffic to a branded experience featuring your products or a Brand Store page. Your ad title, logo, and brand name link to your landing page of choice; individual products link to product detail pages.

• Enter your ad name, confirm your brand name, and upload or select your brand logo.
• Enter your product exclusions (optional for automatic collections).

Choose between keyword targeting for automatic and manual collections or product targeting for manual collections. Enter your targets and match types. You can also optionally enter bid adjustments based on placement or audiences.

• With automatic collections we will automatically update the products on your behalf based on shopper context and performance. You can also use product exclusions to exclude certain products related to your targets that you don’t want to advertise.
• With manual collections, you can update your featured products based on seasonality, stock, or product launches.
• Test different targets to learn what resonates.
• Review reporting metrics like click-through rate (CTR) and Order per Search (OPS) to refine creative effectiveness.

• Impressions: Track how often your collections ad is shown
• Click-through rate (CTR): Gauge shopper engagement
• Click-attributed sales: Measure sales generated from ad clicks
• New-to-brand sales: Understand how many customers are purchasing from your brand for the first time
• Detail page views per click: Track how much product exploration is happening post-click

Sources

^1-2 Amazon internal, US, 2025