PPC & Advertising Updates
All Amazon ppc & advertising policy changes and updates for US and Canada sellers. 4 updates tracked.
Amazon Advertising Switches to Auto-Deduction from Seller Proceeds Starting April 15
Starting April 15, 2026, Amazon will automatically deduct advertising costs from sellers' retail proceeds before disbursement, rather than billing a registered credit or debit card. Cards are demoted to a backup-only role when proceeds are insufficient. The change eliminates the roughly 60-day working capital window that many sellers strategically relied on — previously, ad spend on a 30-day credit card cycle combined with Amazon's 30-day proceed hold created a significant float. Amazon is offering a one-time $2,500 promotional credit to affected advertiser accounts.
Read summary →Sponsored Products/Brands AI Prompts Now Billable
Amazon's AI-powered Prompts feature for Sponsored Products and Sponsored Brands moved from free beta to general availability. These ads now appear in Rufus conversational shopping and are charged as standard CPC. All campaigns are automatically enrolled.
Read summary →Amazon Introduces Paid Deal Fees for Prime Day 2026 Submissions
For the first time, Amazon is charging sellers to submit deals for Prime Day 2026. The new structure includes a $100 upfront fee per deal plus a 1.5% variable fee on promotional sales during the event, capped at $5,000. An early-bird discount reduces the upfront fee to $50 for submissions made before April 30, 2026. The deal submission window runs March 24 through May 26, 2026.
Read summary →Sponsored Brands Product Collections Now Require 3 ASINs; AI Replaces Custom Creatives
Amazon overhauled the Sponsored Brands Product Collections ad format effective January 28, 2026. Advertisers must now include a minimum of three ASINs per collection (up from one) with a maximum of ten. Custom headlines, lifestyle images, and branded creatives have been eliminated — Amazon's AI automatically selects product visuals and details from listing content. Existing collections with fewer than three ASINs can continue running but cannot accept new ad groups.
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