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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.

Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling