Launch announcement
Scale product discovery with AI-powered Sponsored Brands collections
April 30, 2026
What launched?
Amazon is launching Sponsored Brands collections, a new ad format that lets advertisers promote multiple related products in a single ad unit through either automatic (AI-powered) or manual product selection. Advertisers can choose to opt into automatic control to allow Amazon’s AI to dynamically curate the most relevant product groupings from their catalog based on campaign targets and shopping signals, or manually select ASINs. Each ad showcases key product details (such as price, ratings, and deals) and drives shoppers to the product detail page with additional information, helping shoppers explore and purchase seamlessly.
Why is it important?
Sponsored Brands collections uses Amazon’s AI to dynamically surface the most relevant products to each shopper, based on signals like search intent, product context, and browsing behavior. This ensures shoppers see the best selection from your catalog they’re most likely to engage, improving discoverability without requiring advertisers to build or manage multiple campaigns. This format also offers a manual option, allowing advertisers to select up to 10 products to feature in a single ad.
FAQs
Yes. Advertisers can exclude specific ASINs from being featured in the collections. You’ll retain visibility into overall campaign performance and can monitor metrics such as impressions, clicks, and conversions through Campaign Manager and reporting tools.
Where is the feature available?
- North America: United States
Who can use it?
- Amazon Sellers
- Vendors
- Partners
- Agencies