Remember that Sponsored Brands Collections update I posted about a few weeks ago
By Mansour Norouzi · March 11, 2026 · Curated by George's Blog
Remember that Sponsored Brands Collections update I posted about a few weeks ago?
It's live now.
Here's what the experience actually looks like inside the console:
▪️When you create a new SB campaign and select "Collections," you get two options:
➡Automatic: Amazon's AI picks products from your catalog based on your keyword targets and shopper queries. It also generates the ad title and builds the landing page for you. You just provide your brand name and logo.
➡Manual: You choose which products appear in your collection. More control, same format.
The big shift?
No custom image. No custom headline. No creative asset needed at all.
Amazon dynamically generates everything (no image) based on your product catalog and what the shopper is searching for.
A few things worth knowing:
➡️ You need a minimum of 3 ASINs per ad (up to 10)
➡️ In Automatic mode, you can exclude up to 1,000 ASINs you don't want shown
➡️ Shoppers land on an auto-generated page with your selected (or AI-curated) products
➡️ These ads can also show up in Rufus
➡️ You can't change your collection type after the ad group is created, so choose wisely
The Automatic option is interesting. Amazon is basically saying: "Give us your keywords and your brand, we'll figure out which products to show and what to say."
If you have a big catalog, this could save a lot of time.
If you have a small, focused line, Manual gives you the control you need.
Now the question is: how does performance compare to the old product collections format?
Too early to tell. But I'll be watching closely.