Can I still run Sponsored Brands with fewer than 3 ASINs?

Existing campaigns with fewer than 3 ASINs can continue running, but you cannot create new ad groups with fewer than 3 products. Over time, Amazon is expected to retire legacy campaigns entirely.

Why did Amazon remove custom headlines from product collections?

Amazon is shifting toward AI-driven ad optimization. The platform now dynamically generates ad content based on shopper behavior, removing manual creative control in favor of algorithmic performance.

How does AI curation affect my ad performance?

Amazon's AI selects which of your 3-10 ASINs to display based on the individual shopper's browsing history, purchase patterns, and search intent. Early reports suggest broader product discovery but less control over which products get featured.

What should small-catalog brands do?

Brands with fewer than 3 ASINs should consider Sponsored Products and Sponsored Display as alternatives. If possible, expanding your catalog to at least 3 products restores access to this high-visibility ad format.

Advertising

Sponsored Brands Product Collections Now Require 3-10

Amazon overhauled Sponsored Brands product collections on January 28, 2026. Minimum 3 ASINs per ad, no custom headlines or lifestyle images. AI dynamically picks which products to show.

MatthieuCTO at Nova Analytics

Feb 16, 2026 · 4 min read · 776 words

Updated February 16, 2026

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What's Happening

Amazon overhauled the Sponsored Brands product collections ad format on January 28, 2026. The biggest changes: you now need a minimum of 3 ASINs (and a maximum of 10) per ad. Custom headlines and lifestyle images are gone. Amazon's AI now decides which products to show each shopper. When changes like this land, the brands using Nova for daily reviews catch them in the fee-anomaly view first.

This is a fundamental shift in how product collections work. Previously, sellers could feature a single hero product with custom creative. Now, Amazon controls the presentation entirely. The AI selects which of your 3-10 products to display based on the shopper's browsing history, purchase patterns, and search context.

If you're running existing campaigns with fewer than 3 ASINs, they'll keep running for now. But you can't create new ad groups or modify them. Amazon hasn't announced when legacy campaigns will be retired, but the direction is clear.

Minimum ASINs

Per ad (up from 1)

Maximum ASINs

Per product collection ad

Custom Creative

Gone

AI controls product display

Key Dates & Deadlines

Jan 28, 2026

New Rules Take Effect

Product collections now require 3-10 ASINs per ad. Custom headlines and lifestyle images removed.

Jan 28, 2026

Legacy Campaigns Grandfathered

Existing campaigns with fewer than 3 ASINs can continue running but cannot add new ad groups

TBD

Legacy Campaign Sunset

Amazon expected to retire grandfathered campaigns in a future update

Who Wins and Who Loses

Seller Type	Impact	Why
Brands with 10+ ASINs	Positive	Broader product discovery. AI may surface products shoppers wouldn't have seen otherwise.
Brands with 3-9 ASINs	Mixed	Still eligible, but lose creative control. Performance depends on AI optimization quality.
Brands with 1-2 ASINs	Locked Out	Cannot create new product collection campaigns. Must use Sponsored Products or Display instead.
Creative-heavy brands	Negative	Custom headlines and lifestyle images eliminated. Brand storytelling in this format is gone.

Pro Tip

If you relied on product collections to feature a single hero product, shift that budget to Sponsored Products video ads or Sponsored Display. These formats still give you creative control and single-product targeting.

What You Should Do Now

1.
Audit Your Product Collections Campaigns
Check which campaigns have fewer than 3 ASINs. These are on borrowed time. Migrate them to other ad formats before Amazon sunsets legacy support.
2.
Pick Your Best 3-10 ASINs Per Campaign
Since AI decides which products to show, give it your strongest performers. Include products with high conversion rates, strong reviews, and competitive pricing. Don't pad with weak ASINs.
3.
Monitor Performance Closely for 30 Days
AI curation is new. Watch your ACoS, CTR, and conversion rates closely. If certain campaigns degrade, test different ASIN groupings to see what the algorithm favors.
4.
Shift Creative Budget to Video Ads
Sponsored Products video and Sponsored Brands video still support custom creative. If brand storytelling is critical to your strategy, redirect resources there.

How Nova Helps

Track PPC Performance Across Ad Formats

Nova's PPC Analytics dashboard lets you compare performance across Sponsored Brands, Sponsored Products, and Sponsored Display. Spot which formats deliver the best return as you shift budget away from product collections.

Use Winners & Losers to identify which ASINs should be in your product collection campaigns based on actual conversion and profitability data.

Sources

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Frequently Asked Questions

Common questions about this topic

Existing campaigns with fewer than 3 ASINs can continue running, but you cannot create new ad groups with fewer than 3 products. Over time, Amazon is expected to retire legacy campaigns entirely.
Amazon is shifting toward AI-driven ad optimization. The platform now dynamically generates ad content based on shopper behavior, removing manual creative control in favor of algorithmic performance.
Amazon's AI selects which of your 3-10 ASINs to display based on the individual shopper's browsing history, purchase patterns, and search intent. Early reports suggest broader product discovery but less control over which products get featured.
Brands with fewer than 3 ASINs should consider Sponsored Products and Sponsored Display as alternatives. If possible, expanding your catalog to at least 3 products restores access to this high-visibility ad format.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Matthieu

CTO at Nova Analytics

Matthieu oversees product development at Nova Analytics, creating innovative tools that help Amazon sellers make smarter, data-driven decisions to grow their business.

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What's Happening

Minimum ASINs

Maximum ASINs

Custom Creative

Key Dates & Deadlines

Who Wins and Who Loses

Pro Tip

What You Should Do Now

How Nova Helps

Track PPC Performance Across Ad Formats

Sources

Frequently Asked Questions

Can I still run Sponsored Brands with fewer than 3 ASINs?

Why did Amazon remove custom headlines from product collections?

How does AI curation affect my ad performance?

What should small-catalog brands do?

Verified Sources

Matthieu

Related guides

See your Amazon business clearly.

What's Happening

Minimum ASINs

Maximum ASINs

Custom Creative

Key Dates & Deadlines

Who Wins and Who Loses

Pro Tip

What You Should Do Now

How Nova Helps

Track PPC Performance Across Ad Formats

Sources