Amazon advertising is undergoing another structural shift.
As of January 28, 2026, Amazon has replaced the traditional Sponsored Brands product collections format with a new AI-powered experience. The most visible change is a mandatory minimum of three ASINs per ad, but the broader impact goes deeper.
This update signals Amazon’s accelerating move toward AI-driven advertising, reduced creative control, and increased emphasis on catalog depth and listing quality.
If Sponsored Brands collections are part of your advertising strategy, this update directly affects how you structure campaigns, group products, and allocate budget.
Contents
What Exactly Is Changing?
Previously, Sponsored Brands product collections allowed:
- 1–3 ASINs
- Custom headlines
- Lifestyle imagery
- Strong brand storytelling
Now:
- Minimum 3 ASINs required
- Up to 10 ASINs per ad
- No custom headlines
- No lifestyle images
- Amazon auto-pulls listing content
- AI can dynamically select products
Existing campaigns remain active but cannot expand with new ad groups.
How AI Changes the Game
Amazon now uses first-party behavioral data to:
- Select relevant ASINs
- Adjust product display dynamically
- Optimize toward conversion
Creative storytelling is no longer the primary lever.
Listing quality, catalog architecture, and SKU grouping matter more than ever.
Impact on Different Types of Sellers
Sellers with Large Catalogs
This update can improve:
- Cross-selling
- Variant promotion
- Broader keyword capture
- Campaign efficiency
Showing up to 10 ASINs allows stronger product family promotion.
Sellers with Small Catalogs
This presents limitations:
- No new collections ads under 3 ASINs
- Reduced storytelling capability
- Greater dependency on Sponsored Products
Smaller brands may need to reallocate budgets strategically.
What Sellers Should Do Now
- Audit current Sponsored Brands collections
- Identify 3–10 ASIN logical product groups
- Improve listing quality (since AI pulls directly from it)
- Monitor performance closely during rollout
- Rebalance budgets if necessary
How Big Internet Ecommerce Helps
At Big Internet Ecommerce, we specialize in:
- Sponsored Brands restructuring
- Catalog architecture optimization
- AI-ready listing audits
- Budget redistribution strategies
- Full Amazon advertising audits
Learn more about our Amazon advertising services.
This Sponsored Brands product collections update confirms Amazon’s direction:
Automation over manual control.
Relevance over creative.
Catalog depth over hero SKUs.
Sellers who adapt early will maintain scale.
Those who ignore the shift may see performance decline.
Need help restructuring your Sponsored Brands campaigns before performance drops?
Schedule a strategy call with our team.
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