Amazon has officially announced a hard deadline for the legacy Sponsored Brands Product Collection ad format: January 2027. This follows a quiet transition that began in January 2025, with an interim milestone arriving this month. If you’re still running these older ad types, you’ll need to migrate to current formats before the cutoff or lose that campaign spend entirely.
What’s changing
- Legacy format: Sponsored Brands Product Collection ads (the older style)
- New requirement: Migration to current Sponsored Brands formats
- Hard deadline: January 2027 (ads will no longer run)
- Near-term milestone: Significant interim step happening this month — watch your Amazon Ads console for notifications
Why this matters
- Campaigns left unmigrated will stop running without warning after the deadline
- Budget allocated to deprecated formats won’t automatically transfer to new ad types
- Early migration gives you time to optimize new ad structures and test performance
How Squatio helps
Squatio Optimize (PPC intelligence) helps you analyze your current ad performance and identify which campaigns need immediate attention during this migration. Use it to audit your Sponsored Brands spend, spot underperforming legacy campaigns, and plan your transition to Amazon’s current ad suite with confidence.
Have you already started migrating legacy Sponsored Brands ads to the new formats, or is this deadline news to you? Share what you’re learning about performance differences between the old and new ad types.