September 2 2026 Changelog

Variant items can be added to and updated in ad groups for Sponsored Brands manual and Sponsored Videos manual campaigns, enabling API partners to manage eligible variant items through the existing Ad Items endpoints. For Sponsored Brands and Sponsored Videos campaigns, the maximum number of ad items allowed in an ad group increases from 10 to 20.

• Use POST /api/v1/adItems
  Adds ad items to an ad group. A maximum of 50 ad items can be submitted in a single POST batch request.

  Ad Items Endpoint
  to add variant items to Sponsored Brands manual and Sponsored Videos manual campaign ad groups. See Add New Item to an Ad Group.
• Use PUT /api/v1/adItems
  Updates ad items in an ad group. A maximum of 50 ad items can be submitted in a single PUT batch request.

  Ad Items Endpoint
  to update variant items for Sponsored Brands manual and Sponsored Videos manual campaign ad groups. See Update Ad Item.
• Sponsored Brands and Sponsored Videos campaigns support a maximum of 20 ad items per ad group. Sponsored Brands requires at least 2 ad items in an ad group, while Sponsored Videos requires at least 1 ad item.
• No API changes are required for retrieving or reporting on variant items. Variant items appear when retrieving items associated with a campaign and are included in Snapshot Reports V2 Item Performance, Item Keyword, and other Sponsored Brands and Sponsored Videos performance reports.
• Continue using the existing Ad Items request fields, including campaignId
  Unique numeric identifier for the campaign containing the ad group.

  Request Field
  , adGroupId
  Unique numeric identifier for the ad group within the campaign.

  Request Field
  , itemId
  String identifier for the product being added to or updated in the ad group.

  Request Field
  , bid
  Maximum cost per click for the item when applicable. Bid requirements vary by campaign type and configuration.

  Request Field
  , and status
  Status of the ad item. Supported values are enabled, disabled, and deleted.

  Request Field
  . No variant-specific request field is introduced.

Best Practice: Add at least 3 ad items to Sponsored Brands and Sponsored Videos ad groups to reduce the risk of ads not serving when items become out of stock.

Eligibility Note: Apply the same campaign eligibility requirements and item limits used in the Ad Center. For Sponsored Brands, if only 1 ad item remains eligible to serve, the ad stops serving on Desktop but continues to serve on Mobile.

To learn more, see the Ad Items Overview, Add New Item to an Ad Group, and Update Ad Item API guide pages.