Amazon Product Collection Ads to End in 2027: What Sellers Need to Know

Amazon is making a major change to its advertising formats. Product Collection ads are being phased out and replaced by the newer Sponsored Brands Collections format, with the transition beginning in September 2026 and legacy Product Collection support ending in early 2027.

For sellers and brands currently using Product Collection campaigns, this means it is time to review existing campaigns, understand the new format, and prepare for the transition.

What Is Changing?

Amazon is moving advertisers from the existing Product Collection ad type to Sponsored Brands Collections.

Starting in September 2026, eligible Product Collection campaigns will begin receiving migration recommendations through Campaign Manager and the Ads API. Sellers can review these recommendations, make changes to the products included, and accept migrations individually or in bulk.

Amazon's migration documentation states that the existing Product Collection endpoints will continue to function until January 2027. After the transition, advertisers will need to use the new Collections format for eligible campaigns.

The change is part of Amazon's broader effort to simplify and modernise Sponsored Brands advertising.

What Are Sponsored Brands Collections?

Sponsored Brands Collections allow brands to promote multiple related products together within a Sponsored Brands campaign.

The format can help shoppers discover a range of products from the same brand rather than focusing on just one individual ASIN.

Amazon's current Sponsored Brands campaigns can feature a brand logo, custom headline and three or more products, depending on eligibility and marketplace availability.

This gives sellers an opportunity to rethink how products are grouped within their advertising campaigns.

For example, instead of simply moving an existing collection across, sellers can group products based on:

• Similar customer needs
• Product categories
• Complementary products
• Price ranges
• Shopping intent
• Best-selling or high-converting ASINs

Why Should Sellers Pay Attention?

The biggest impact may not be the technical migration itself. It is the opportunity to review your product strategy.

If you have been running Product Collection ads for a long time, some of your existing product combinations may no longer represent your current business priorities.

Before accepting a migration recommendation, review the products included in each campaign.

Ask yourself:

• Are these products still relevant to each other?
• Are the products in stock and competitively priced?
• Which ASINs have the strongest conversion rates?
• Are you using advertising budget to promote products that you actually want to scale?

This transition can therefore be used as a campaign optimisation exercise rather than simply a format change.

What Should Sellers Do Now?

1. Review your existing Product Collection campaigns

Start identifying which campaigns are currently using the legacy format. Keep track of their sales, spend, CTR, conversion rate and ACoS so that you have a performance baseline before migration.

2. Watch for Amazon's migration recommendations

From September 2026, eligible campaigns may receive migration recommendations in Campaign Manager.

Don't automatically accept every recommendation without reviewing the product selection.

3. Revisit your product groupings

Use the migration period to build logical collections around customer intent. Stronger product relationships can make your advertising more relevant and potentially improve the shopping journey.

4. Prepare before the deadline

Amazon's current documentation indicates that Product Collection API endpoints will continue to function until January 2027.

Sellers should therefore avoid waiting until the final stage of the transition.

How GrowithAmazon Helps Sellers

Our amazon agency helps sellers prepare for Amazon advertising changes by reviewing campaign structures, analysing product performance and identifying stronger product groupings for Sponsored Brands Collections.

Our team can help you:

• Audit existing Product Collection campaigns
• Review sales, spend, CTR, conversion rate and ACoS
• Identify high-converting and strategically important ASINs
• Build collections around customer intent and product relevance
• Prepare campaigns for migration before the January 2027 deadline
• Monitor performance after transitioning to the new format

With the right planning, sellers can use Amazon's format change to improve campaign organisation, strengthen product discovery and focus advertising budgets on products with the greatest growth potential.

Conclusion

Amazon's Product Collection retirement is more than a technical advertising update.

It is an opportunity to clean up your Sponsored Brands strategy, review your product combinations and ensure your advertising budget is supporting the products you want to grow.

If you currently use Product Collection ads, start reviewing your campaigns now. By the time the legacy format reaches its end, your Sponsored Brands Collections should already be structured around your strongest products and your current business goals.

Stay updated, review your campaigns early, and use Amazon's transition period to build a stronger advertising strategy.