Sponsored Brands collections: AI or up to 10 ASINs in one unit (27 May 2026)
Who it hits
Brand Registry advertisers running Sponsored Brands. Catalogs with weak children sitting next to a hero.
What to do this week
If you turned collections on, open the ASIN list and exclude anything suppressed, OOS, or without the Featured Offer. Do not let AI curate a family you would not put in a Store.
Where it sits
Collections are a discovery unit. They do not replace converting Sponsored Products exact. If SP is full of unnegated waste, a collection is a second way to tap a weak child. AI curation will use the same catalog sins you already have: parent ASINs, suppressed children, review-split flavors. Manual 10-ASIN is the control this desk prefers until the family is clean. Order of products: SP, then SB, then display/DSP.
This week
- Ads console: is Collections a campaign or a creative type you can actually create? If the button is missing, you are not in. Do not follow a screenshot from another marketplace.
- If auto is on, export featured ASINs. Exclude anything you would not put on the Store homepage.
- Manual: 10 ASINs max, all buyable, all Featured Offer yours, all in stock. Variation rule still applies — children, not the parent.
- Harvest still weekly on SP. Collections clicks that bounce are a listing or offer problem, not a reason to raise the SB bid.
Source: Amazon Ads What’s New, “Scale product discovery with AI-powered Sponsored Brands collections,” 27 May 2026. Confirm format, geo, and Brand Registry gates in console.
FAQ
Is this the old SB collection creative?
Amazon positioned this 2026 launch as a new format with AI or manual selection and exclusions. Do not assume your 2024 SB collection campaign is the same object. Look at the create flow in console.
Should I turn auto-control on?
Only after the catalog you would allow is the catalog Amazon can pick from. Exclusions first. Auto on a messy variation family is how a 2-star child rides the hero.
Source: Amazon Ads: AI-powered Sponsored Brands collections (27 May 2026) · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.