September reminder: prepare Sponsored Brands Collections migrations

What changed

The preserved Amazon guidance describes September 2026 as the point when recommended migrations for legacy Product Collections appear in Campaign Manager, with support for the older format ending in February 2027. This is a migration milestone for Sponsored Brands Collections, not evidence that the format first launched in September. Ivan Marynych's linked post drew attention to the transition and remains credited as the commentator who shared it.

The screenshot contains a useful exception to the broad idea of automatic migration: eligible three-ASIN product-collection ads are described as moving to manual collections if they have not already migrated, while ads with fewer than three ASINs will not auto-migrate. It also distinguishes manual and automatic collections, including how products and headlines are selected. Those differences mean a replacement should be reviewed as an advertising configuration, not just accepted as a change of label.

For example, an existing ad may deliberately group three products because they share a specific use case. Expanding that selection simply because the newer format can hold more products may weaken the message. Conversely, a larger coherent selection may be useful where a customer is comparing a range. These are creative and merchandising decisions to make with the catalogue owner. The captured table's performance figures come from Amazon internal data and are not a forecast for a migrated campaign.

Why it matters for advertisers

The useful preparation is to identify which active ads need intervention and what an acceptable replacement should preserve. A planned review can prevent the team from discovering an exception only when the old format stops being supported. Treat Campaign Manager guidance and any API-provider transition schedule as separate evidence until the provider confirms how its own workflow is affected.