Amazon advertising in 2026: the latest ad formats.
Amazon's ad stack changed fast in 2026: Sponsored Brands moved to AI-curated collections, AI shopping prompts became billable, and video now feeds Amazon's AI shopping assistant. Here is the current format lineup — and where a growing brand should spend first.
Get a free advertising audit →In 2026, Sponsored Products is still the workhorse, but Sponsored Brands moved to AI-curated collections (less custom creative), AI shopping prompts became billable, Sponsored Brands Video is now essential and feeds Amazon's AI assistant, and Sponsored Display added mobile carousels. Most growing brands should still put the majority of early budget into Sponsored Products, then layer the rest.
The Amazon ad stack in 2026
Amazon advertising still runs on three pillars — Sponsored Products, Sponsored Brands, and Sponsored Display — plus DSP and streaming for scale. What changed in 2026 is how much of the creative and targeting Amazon's AI now controls.
| Format | What it does | 2026 status |
|---|---|---|
| Sponsored Products | Keyword/ASIN intent — the profit core | Unchanged; still the workhorse |
| Sponsored Brands (collections) | Multi-product brand ad in search | AI-curated 3–10 products; limited custom creative (Jan 2026) |
| Sponsored Brands Video | Short video in search results | High CTR; feeds the AI shopping assistant |
| Sponsored Display | Retargeting & competitor conquest | Added mobile carousels; still image-flexible |
| AI shopping prompts | Placement inside AI-assistant answers | Billable general availability (Mar 25, 2026) |
| Amazon DSP / Prime Video | Programmatic display & streaming TV | Full-funnel; advanced audience targeting |
What changed: Sponsored Brands went AI
As of early 2026, Sponsored Brands product collections switched to an AI-powered format: Amazon dynamically curates 3–10 products and the custom creative shrinks to a headline and logo. The practical effect is less hand-crafted creative in that slot — so Sponsored Display, which still allows flexible imagery, becomes the place to express brand creative and run conquest campaigns against competitor pages.
Sponsored Brands Video is now essential
Video earns far more attention than static ads and now does double duty: a short Sponsored Brands Video can also surface when shoppers ask Amazon's AI assistant for recommendations. If you produce one new ad asset this quarter, make it a 15-second product video.
- ~0.89%SBV click-through — about 2.6× static Sponsored Brands
- ~11%SBV conversion rate
- 2-for-1One video also feeds the AI shopping assistant
AI shopping prompts are now billable
On March 25, 2026, Amazon moved Sponsored Products and Sponsored Brands prompts — placements inside the AI assistant's answers — to general availability, billed under standard cost-per-click. After a free beta in late 2025, showing up in AI-assistant answers now competes for budget like any other placement.
Where should a growing brand spend first?
Start where intent is highest and creative control is greatest: Sponsored Products. Layer Sponsored Brands and Video to own branded search and build awareness, and use Sponsored Display for retargeting and conquest. Move toward DSP and prompts once the fundamentals are profitable.
- Sponsored Products
- Sponsored Brands + Video
- Sponsored Display
Amazon's Creative Agent can now generate video and display ads, and some markets (like New York City) require explicit disclosure of AI-generated advertising. Use the AI tools for speed, but keep a human on brand consistency and compliance.
Frequently asked questions
What are the Amazon ad formats in 2026?
Sponsored Products, Sponsored Brands (now AI-curated collections), Sponsored Brands Video, Sponsored Display (with new mobile carousels), AI shopping prompts (billable since March 2026), and Amazon DSP / Prime Video for programmatic and streaming.
Did Sponsored Brands change in 2026?
Yes. Sponsored Brands product collections moved to an AI-curated format with 3–10 products and limited custom creative (headline and logo). For flexible brand imagery and conquest, Sponsored Display is now the better lever.
Are Amazon AI shopping prompts free?
No longer. After a free beta in late 2025, Sponsored Products and Sponsored Brands prompts reached general availability on March 25, 2026 and are billed under standard cost-per-click.
Where should I spend my Amazon ad budget first?
Start with Sponsored Products, where intent and creative control are highest. Layer Sponsored Brands and Video for branded search and awareness, use Sponsored Display for retargeting and conquest, then scale into DSP once profitable.
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