Amazon keeps changing the Sponsored Brands playbook. Check out these recent SB c
By Will Haire · May 13, 2026 · Curated by George's Blog
Amazon keeps changing the Sponsored Brands playbook.
Check out these recent SB campaign changes we’re seeing inside Ads Manager
→ Store Spotlight no longer supports single-product Sponsored Brand campaigns.
Previously, we could create Store Spotlight campaigns focused on one specific ASIN.
That option appears to be gone.
Store Spotlight now automatically pulls in 3 Store pages, and the number can’t be adjusted.
If you want to isolate and push a single product, Sponsored Brand Video (SBV) is now the better route.
→ Product image customization inside Store Spotlight has also been removed.
Before, advertisers could upload/select product images directly within the format.
Now, the creative is tied to Store page selection instead.
→ The new “Automatic” product selection feature changes campaign control quite a bit.
Instead of manually selecting products, Amazon now analyzes your target keywords and automatically chooses what it believes are the most relevant products from your catalog.
📌 A few important notes:
• You can no longer fully control product selection in Automatic mode
• Amazon only selects 3 products
• Relevancy is now keyword-driven across the entire catalog
This is another clear signal that Amazon is continuing to automate more campaign decisions directly inside the ad creation workflow.
For brands with large catalogs, this could create both opportunities and unwanted product prioritization depending on how listings and keyword structures are organized.
Curious to see how advertisers adapt to this over the next few months.