Amazon has just introduced a new A+ content feature called Shoppable Collections, allowing brands to create interactive shopping experiences for customers directly in their Brand Story section. The key point is you can’t use both. If you add a Shoppable Collection, it will replace the Brand Story. You’ll need to choose one or the other.
What’s included in Shoppable Collections?
You can choose from four different content modules to set up your Shoppable Collection:
Custom collection: Feature products of your choice
Highly rated: Highlight your best-reviewed products
Image with optional text: Use images of your products with a short description
Video with optional text: Use videos to showcase your products, with text for additional context
Important: If you don’t have at least 5 collection cards (products featured in the collection), Amazon will hide the section to ensure a better customer experience.
Main features of Shoppable Collections
Shoppable Collections allows you to do something much more engaging than a simple static Brand Story.
You can now:
Tag images and videos with products, creating clickable shopping experiences.
Group your products into themed collections, making it easier for customers to browse and shop.
Direct customers to your Brand Store to encourage cross-selling and increase visibility across your products.
How to act on this as a seller:
Design collections with intent: Group your products in ways that guide customers naturally toward a purchase. Focus on what’s most relevant for your audience based on popular items, promotions, or seasonal needs.
Think beyond storytelling and focus on conversion: Shoppable Collections are designed for direct sales, not just brand awareness. Move away from “about us” content and create a “shop now” experience that turns browsing into buying, especially during high-traffic periods like Prime Day, Black Friday, and the holiday season.
Invest in great visuals and creatives: Use high-quality images and videos with clear product tagging. Make sure each collection is engaging and visually appealing to encourage immediate action.
Need help setting up Shoppable Collections or optimizing your Amazon A+ Content for better conversions? Our Amazon consultants are here to help you create impactful Brand Stories or Shoppable Collections that drive more sales and build your brand presence.
