On May 27, 2026, Amazon launched Sponsored Brands collections — a new ad format that lets you promote multiple related products in a single ad unit. If you sell a range rather than a single hero SKU, this one’s worth understanding.
What launched
Instead of pushing one product, a collection showcases several — each with key details like price, ratings, and deals — and sends shoppers to the product detail page. You can build the lineup two ways:
- Automatic (AI-powered) control — Amazon’s AI dynamically curates the most relevant products from your catalog for each shopper, based on campaign targets and shopping signals like search intent, product context, and browsing behavior.
- Manual control — you hand-pick up to 10 products to feature in the ad.
Even on automatic, you keep guardrails: you can exclude specific ASINs, and you still see impressions, clicks, and conversions in Campaign Manager.
Automatic (AI)
- AI curates per shopper
- Scales discovery, no manual picks
- Exclude ASINs to keep control
Manual
- Hand-pick up to 10 products
- Control the narrative
- Best for bundles & launches
Why it matters
The point is discovery at scale. One ad unit can surface the best slice of your catalog to each shopper without you building and babysitting multiple campaigns. For brands with depth — variations, bundles, complementary products — that’s real leverage, and it’s already available across the US, Canada, Mexico, and a long list of EU, Middle East, and APAC marketplaces.
How we’d approach it
AI curation is powerful, but “let the machine pick” is a strategy decision, not a default:
- Start with automatic, but watch what it surfaces. The AI optimizes for engagement — which isn’t always your most profitable product. Check which ASINs it’s pushing.
- Use exclusions deliberately. Keep low-margin or out-of-stock products out of the rotation.
- Go manual when the story matters. For a curated bundle or a launch, hand-picking up to 10 products lets you control the narrative.
As always, the format executes; the strategy — which products, which margins, which goal — is still yours to set.
Want help deciding whether collections fit your catalog? Get a free audit.