Sponsored Discovery Is Being Phased Out

Published Date: Aug 20, 2026

Update: 1 October 2026

Sponsored Discovery – Automated and Sponsored Discovery – Promoted Specific Products are no longer available for active campaign delivery. Eligible campaigns have been automatically upgraded to their corresponding Sponsored Max solutions, while Sponsored Discovery – Manual remains available and unchanged.

You can continue promoting your store and products through Sponsored Max, leveraging automated campaign optimization and broader traffic opportunities across Lazada to help maximize your sales potential.

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Lazada Sponsored Solutions is updating selected Sponsored Discovery campaign types as part of the transition to Sponsored Max, which offers more automated campaign optimization and access to broader traffic opportunities across the platform.

What will change

– Product prioritization will change: Products promoted through both Sponsored Max – Store and Sponsored Max – Product will no longer receive priority under Sponsored Max – Product and will instead receive the same priority as other products promoted through Sponsored Max – Store.
– Performance reporting will follow Sponsored Max – Store: Their delivery and performance data will be reflected in the corresponding Sponsored Max – Store campaign.

Remarks: The existing product prioritization between Sponsored Max – Product and Sponsored Max – New Product Launcher remains unchanged.

How to Manually Exclude Products from Sponsored Max – Store

You can also manage which products are excluded from Sponsored Max – Store directly in Lazada Seller Center. This gives you ongoing flexibility to exclude individual products from Sponsored Max – Store based on your campaign needs.

1. Go to On-Platform Solutions and navigate to Sponsored Max tab
2. Find Sponsored Max – Store and go to Excluded Products List.
3. Select the products you want to exclude and click “Exclude Product”
4. Review your Excluded Products List and click “Submit”

FAQs

Q: Do I need to take any action for this update?
A: No action is required. The updated product prioritization will apply automatically from 22 September 2026, giving you greater flexibility in product selection while maintaining a broader product pool for Sponsored Max – Store.

Q: Will my budget or campaign settings change?
A: No. This update only changes product prioritization within Sponsored Max – Store. Your budget, bids, and other campaign settings remain under your control.

Q: What happens if I submit the Request Form and have more than 200 products in Sponsored Max – Product?
A: The top 200 products will be added to your Sponsored Max – Store Excluded Products List based on recent spend. You can review, add, and remove the list after the effective date.

Q: Can I change my excluded products later?
A: Yes. After the effective date, you can review, add, and remove Excluded Products List at any time in Lazada Seller Center.

Q: Does this update affect Sponsored Max – New Product Launcher?
A: No. The existing product prioritization between Sponsored Max – Product and Sponsored Max – New Product Launcher remains unchanged.

What Is Changing

Starting 19 September 2026, Lazada will begin phasing out the following Sponsored Discovery campaign types:
● Sponsored Discovery – Automated
● Sponsored Discovery – Promoted Specific Products

Eligible active campaigns under these campaign types will be gradually and automatically upgraded to the corresponding Sponsored Max solutions between 19 and 30 September 2026:
● Sponsored Discovery – Automated → Sponsored Max – Store
● Sponsored Discovery – Promoted Specific Products → Sponsored Max – Product

Once a campaign is upgraded, the original Sponsored Discovery campaign will no longer be available for active campaign delivery. Campaign delivery will continue through the corresponding Sponsored Max campaign.

What Will Be Carried Over

Supported campaign settings will be carried over where applicable, including:
● Bidding type
● Bidding value
● Campaign duration
● Selected product(s)
● Campaign status
After the upgrade, sellers can review and adjust their Sponsored Max campaign settings in Seller Center.

What Is Not Changing

Sponsored Discovery – Manual will remain available with no changes.
Existing Sponsored Max campaigns are also not affected by this update.

Why Sponsored Max

Sponsored Max offers Lazada’s latest AI-powered algorithms, platform-wide traffic, Target ROAS with ROAS Protection, and Rapid Boost to help accelerate campaign performance. To learn more about Sponsored Max, click here.

Automatic Upgrade

No action is required – your eligible active Sponsored Discovery campaign(s) will be automatically upgraded between 19 and 30 September 2026. Please check Lazada Seller Center for your specific upgrade date.

If you prefer the upgraded Sponsored Max campaign(s) to remain Inactive, you can opt out through the Sponsored Discovery upgrade popup in [Lazada Seller Center] or submit the [request form] by 18 September 2026. Your eligible Sponsored Discovery campaign(s) will still be upgraded, but the corresponding Sponsored Max campaign(s) will be set to Inactive. After the upgrade, you can review and adjust your campaign settings at any time in Lazada Seller Center.

Frequently Asked Questions

Q: Which campaigns are affected?
A: Sponsored Discovery – Automated and Sponsored Discovery – Promoted Specific Products. Sponsored Discovery – Manual is not affected.

Q: When will the upgrade happen?
A: Eligible active campaigns will be auto-upgraded between 19 and 30 September 2026. Please check Lazada Seller Center for your specific upgrade date.

Q: What will my campaign be upgraded to?
A:Sponsored Discovery – Automated → Sponsored Max – Store
Sponsored Discovery – Promoted Specific Products → Sponsored Max – Product

Q: What settings will be carried over?
A: Supported settings, including bidding type, bidding value, campaign duration, campaign status, and selected products, will be carried over where applicable.

Q: What happens after the upgrade?
A: Campaign delivery will continue through Sponsored Max. The original Sponsored Discovery campaign will no longer be available for active delivery.

Q: Do I need to take any action?
A: No action is required. Eligible active campaigns will be upgraded automatically.

Q: What happens if I opt out?
A: Your eligible campaign will still be upgraded to Sponsored Max, but the upgraded campaign will be set to Inactive.

Q: Will my existing Sponsored Max campaigns be affected?
A: No. Existing Sponsored Max campaigns will remain unchanged.

Q: Can I adjust my campaign after the upgrade?
A: Yes. You can review and adjust supported campaign settings in Seller Center after the upgrade.

Q:After upgrading to Sponsored Max, will the minimum budget be different from what I had with Sponsored Discovery?
A: Yes, please refer to the details below for the minimum budget requirement.

Important Notice

The information in this announcement reflects the current planned rollout and may be updated from time to time. Lazada reserves the right to modify the rollout schedule, eligibility criteria, campaign features, carried-over settings, or other aspects of this update where necessary.

Any changes will be communicated through the appropriate Lazada channels. Campaign availability, features, and upgrade arrangements remain subject to applicable Lazada terms and conditions.