It is generally assumed that deforestation affects a species consistently across space, however populations near their geographic range edge may exist at their niche limits and therefore be more sensitive to disturbance. We found that both within and across Atlantic Forest bird species, populations are more sensitive to deforestation when near their range edge. In fact, the negative effects of deforestation on bird occurrences switched to positive in the range core (>829 km), in line with Ellenberg’s rule. We show that the proportion of populations at their range core and edge varies across Brazil, suggesting deforestation effects on communities, and hence the most appropriate conservation action, also vary geographically.