Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling
https://youtu.be/_8eWUezGPAg
Amazon Shoppable Collections: A New Way to Drive Cross-Selling
Amazon’s New A+ Content Feature Brings a More Direct Shopping Experience
Amazon continues to evolve how customers shop on the platform—and their latest update is a strong signal of where things are heading. Enter Shoppable Collections, a new A+ Content feature designed to create a more interactive, conversion-focused shopping experience directly on your product detail pages.
If you’re currently using Brand Story, this is something you’ll want to pay close attention to.
What Are Shoppable Collections?
Shoppable Collections are a new content module within A+ Content that allows brands to create curated, interactive product groupings using images, videos, and clickable product tags.
Instead of simply telling your brand story, you can now:
- Showcase multiple products in a single, themed collection
- Tag products directly within images for instant shopping
- Incorporate video content for higher engagement
- Link customers to your Brand Store for deeper browsing
This turns your product page into more of a guided shopping experience, rather than a static content section.
Where to Find It in Seller Central
To access Shoppable Collections:
1️⃣ Go to Seller Central
2️⃣ Navigate to Advertising > A+ Content
3️⃣ Click Create A+ Content
4️⃣ Select Shoppable (next to Brand Story)
From there, you can begin building your collection using Amazon’s available templates.
Important: It Replaces Brand Story
One key detail: Shoppable Collections replace your Brand Story module on the listing.
You cannot run both at the same time.
This means brands need to think strategically:
- Do you prioritize storytelling?
- Or do you prioritize conversion and cross-selling?
Amazon is clearly leaning toward the latter.
Why This Matters for Your Strategy
This update reflects a bigger shift:
Amazon is moving away from passive storytelling and toward active shopping experiences.
Instead of hoping customers scroll and read your brand story, Shoppable Collections allow you to:
- Increase average order value (AOV) through cross-selling
- Drive faster purchase decisions with visible pricing and clickable products
- Keep customers engaged higher up on the page
In short, it’s designed to convert, not just inform.
Key Features to Leverage
Shoppable Collections come with several powerful features:
1. Product Grouping
You can organize products into themed collections such as:
- Best Sellers
- Kitchen Essentials
- Holiday Favorites
This allows you to guide the customer journey and highlight complementary products.
2. Interactive Images & Video
You can combine:
- Lifestyle imagery
- Product-focused visuals
- Short-form videos
This creates a more engaging experience compared to traditional A+ Content blocks.
3. Built-In Cross-Selling
Unlike traditional cross-sell modules placed lower on the page, Shoppable Collections appear higher on the listing, increasing visibility and interaction.
4. Backup ASIN Functionality
One standout feature: you can assign backup ASINs.
If a product goes out of stock, Amazon automatically swaps in another item—preventing lost sales opportunities.
Best Practices to Maximize Results
Because this feature is new (and still evolving), testing and strategic execution are key.
1. Build Seasonal & Themed Collections
Take advantage of flexibility by creating:
- Holiday gift guides
- “Gifts for Him/Her”
- Stocking stuffers
- Last-minute deals
This is especially powerful for Q4 and peak shopping periods.
2. Cross-Sell Intentionally
Think beyond random product groupings.
Instead, bundle products that naturally go together:
- Complementary items
- Frequently purchased together
- Product ecosystems
The goal is to increase cart size, not just clicks.
3. Use All Available Modules
Amazon offers multiple content blocks within this feature.
To maximize performance:
- Use high-quality visuals
- Incorporate video where possible
- Fully build out each section
More engagement = higher conversion potential.
4. Test Against Your Brand Story
Since this replaces Brand Story, don’t guess—test it.
- Launch Shoppable Collections
- Monitor conversion rate and engagement
- Compare performance vs. your previous Brand Story
If it underperforms, you can always revert or iterate.
Is It Worth It?
Short answer: yes—this is worth testing immediately.
Even though Shoppable Collections are still in beta, they’re already widely available and signal a clear shift in Amazon’s strategy.
Brands that adopt early will:
- Learn faster
- Optimize sooner
- Gain a competitive edge in conversion and AOV
Summary
Shoppable Collections represent a major shift in how brands can engage customers on Amazon.
Instead of relying on passive storytelling, you now have the ability to:
- Create interactive, shoppable experiences
- Drive cross-selling higher on the page
- Increase conversions and average order value
As Amazon continues prioritizing shopping-first content, this is a feature you should not ignore.
