What happens to Sponsored Brands product collections in February 2027?
Amazon stops product collection ads in February 2027. They are replaced by Sponsored Brands collections, manual or automatic, with 3 to 10 products.
From February 2027, Amazon no longer runs Sponsored Brands "product collection" ads. They are replaced by Sponsored Brands collections, launched in April 2026: manual (you pick 3 to 10 products) or automatic (Amazon picks them from your catalog). Ads you have not migrated by then are archived and replaced automatically, as long as they hold at least 3 products. Migrating keeps your campaign, budget, bids and targets.
Checked against Amazon's help page, updated on October 5, 2026. New to Sponsored Brands? Start with what Sponsored Brands ads are.
Old format, new format
| Product collection (ends Feb. 2027) | Sponsored Brands collection | |
|---|---|---|
| Products per ad | Up to 3 | 3 to 10 |
| Title | Required | Written by Amazon, or yours (manual only) |
| Logo | Required | Optional |
| Landing page | Store or a page Amazon builds | Store or a page Amazon builds (automatic: Amazon's page only) |
Amazon's US tests: 3.3 times the click-through rate, 14.2% more return on ad spend and 81.9% more orders per search for the new collections at the top of search.
Manual or automatic?
- Manual collection: you pick 3 to 10 related products. Targets keywords or products. Best to promote a specific set, or with a small catalog.
- Automatic collection: Amazon's AI picks 3 to 10 products from your catalog for each search, and writes the title. Targets keywords only. Best to scale with little effort.
Amazon suggests running both side by side to see which products perform.
The timeline
- Since April 2026: you can create Sponsored Brands collections.
- Since September 2026: the campaign manager suggests replacements for your product collection ads, with a bulk migration (Sponsored Brands tab).
- February 2027: product collections stop. A remaining ad with 3 products is archived and replaced by a manual collection with the same products, headline and landing page.
What a migration changes, and what it keeps
- Kept: the campaign, the ad group, the budget, the targets and the bids. Reports and history stay available.
- Overlap: the new ad and the old one run together for 4 weeks, then the old one is archived. An archived ad cannot be relaunched.
- Products: Amazon's suggested replacement may add products to fill the collection. You can remove them before launching.
- Title: suggested replacements get a title written by Amazon's AI; you can write your own instead.
Ads that will not migrate on their own
A collection needs at least 3 products, at least 2 of them genuinely different (not sizes or colors of one product). An ad with fewer than 3 products, or made only of variants of one product, is not migrated: it stops without a replacement. Add distinct products, or build the new collection yourself.
Amazon also favors varied collections in general: products that are related but distinct, at least 2 in stock, rated 4 stars or more, with good detail pages.
What to do now
Amazon migrates ads with 3 products or more by itself, so nothing is strictly required. Migrating now keeps you in control of the products and the title, and saves the ads that would stop: those with fewer than 3 products or only variants.
Running ads for books? See Sponsored Brands for KDP authors.
Sources
- Migrate from Product collections to Sponsored Brands collections, Amazon Ads
- How to choose the right products for Sponsored Brands collections, Amazon Ads
- Create a Sponsored Brands campaign, Amazon Ads
Gloriads is an Amazon Ads automation platform that creates, monitors and optimizes Sponsored Products campaigns for sellers, brands, authors and agencies, by rules you control. See how it works.