Amazon has introduced Shoppable Collections, a new interactive A+ Content format that you can embed directly on the product detail page. In this guide, you’ll learn how Shoppable Collections work, why they are relevant for your brand, and how to use them successfully with the right best practices.
What are Shoppable Collections?
Shoppable Collections replace the classic Brand Story and transform the “From the Brand” section into a clickable, sales-oriented product presentation – right on your product detail page.
Shoppable Collections are an interactive A+ Content module from Amazon, allowing you to integrate clickable product collections directly on the product detail page in the “From the Brand” section. Products are displayed in a carousel that scrolls horizontally on mobile and can be navigated by clicking on desktop. Each card includes images, text, or videos and leads directly to a product detail page or the Brand Store. The Shoppable Collection replaces the classic Brand Story.
Products can be grouped thematically – for example, by bestsellers, seasonal topics, or target audience interests. The content is interactive, mobile optimized, and can be designed to stand out visually. This makes Shoppable Collections a powerful brand module for boosting sales and building your brand. To use this feature, you need an active Amazon Brand Registry.
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Why Shoppable Collections are Relevant for Brands
Shoppable Collections offer you valuable opportunities to increase sales, build your brand, and optimize the user experience along the entire customer journey. The key advantages can be summarized in three areas.
More Revenue through Targeted Product Placement
Complementary or premium products can be strategically placed within the collection. Cross-selling and upselling are encouraged, increasing the average cart value. Visual highlights, direct linking, and reduced click paths to the shopping cart further promote conversions. Especially for cross- and upselling products, purchases can be completed with just a few clicks.
Stronger Customer Loyalty and Brand Presence
Users scroll or click through the collection and spend more time engaging with your products. The time spent on the product detail page increases, which can have a positive impact on the Amazon algorithm. The brand is prominently integrated into the product presentation. At the same time, Shoppable Collections enable organic access to the Brand Store without additional advertising budget. Integration of the collection also pushes Sponsored Ads further down – increasing the distance to competitor ads and keeping customers’ attention on your own products for longer.
Optimized User Guidance through Visual Clarity
Colored tile borders and eye-catching layouts visually separate the collection from the rest of the product detail page. Topsellers and seasonal items can be highlighted to attract particular attention. Visible prices and deal badges offer instant orientation – a benefit for fast and well-informed purchase decisions.
Shoppable Collection vs. Brand Story: What Are the Advantages?
You have to choose: Either the Shoppable Collection or the Brand Story can be displayed on the product detail page in the “From the Brand” section. Both are mobile-optimized and serve to showcase the brand, but they differ significantly in focus and features.
Brand Story
The Brand Story is a narrative A+ module with up to 19 clickable modules. It is suitable for classic brand messaging, background stories, and emotional content. Q&A modules, custom background images, and image-heavy layouts are possible.
Shoppable Collection
The Shoppable Collection is more sales-oriented. It includes up to 10 modules with clickable tiles, visible prices, deal badges, and clear call-to-actions. Videos can be embedded directly. An additional benefit is the use of backup ASINs: If the main ASIN is sold out, Amazon automatically switches to the backup ASIN, so customers are not directed to an unavailable product. This is not possible with the Brand Story.
Strategic Decision
Visually appealing, sales-driven products benefit especially from Shoppable Collections, also due to the option to embed videos directly. Brands focused on communicating values, on the other hand, opt for the Brand Story. Currently, A/B testing of the modules is not possible.
Best Practice: How to Successfully Design Shoppable Collections
There are five key areas for an effective Shoppable Collection: videos, images, product selection, color selection, and module selection.
Videos
Keep videos short and concise (15–30 seconds). Show products in use or in a lifestyle context and use subtitles or text overlays so the message is clear even without sound. Ideally, place a video in one of the first two slots of the Shoppable Collection – it starts automatically and instantly draws the customers’ attention.
Images
Use high-quality, clear product images that align with your brand identity. Pay special attention to mood images that evoke emotions and support the brand’s storytelling. Regularly adapt your imagery to seasonal campaigns or occasions to ensure relevance and timeliness.
Product Selection
Select bestsellers, new products, or promotional items deliberately. Group products by target audiences or areas of application—topic-curated collections often perform better than general overviews. Pay special attention to the product detail page where the collection is displayed to specifically integrate relevant items for cross-selling or upselling.
Color Selection
Use colored tile borders to highlight products and pay attention to contrast and brand consistency. Colorful accents deliberately attract attention on the otherwise neutral product detail page and create visual hierarchies. By consciously using color, you can highlight important products and specifically trigger purchase impulses.
Module Selection
Combine different card types like video, image with text, or single product. At least five cards are necessary; otherwise, the module will not be displayed. Also provide backup ASINs, as the shoppable collection may otherwise be hidden. A varied module design increases relevance for different user interests and boosts the interaction rate.
Conclusion
Shoppable collections are a powerful tool for boosting sales and presenting your brand on Amazon. They enable interactive, visually distinct product presentations with direct purchase access, visible prices, and strong visual appeal.
Important: It’s not a simple either-or decision. Even though only one of the modules can be actively displayed at a time, you can decide for each product type whether the Brand Story or the Shoppable Collection is a better fit.
Shoppable collections contribute to brand perception. Nevertheless, optimizing product images, the hero image, and A+ or Premium A+ content should take priority. Only on this basis can shoppable collections reach their full potential.
If you have questions about the right structure or about creating images and videos, we’re happy to help—either as a sparring partner for your own implementation or through a full-service optimization by our content team. Our recommendations are based on our own eye-tracking studies, where we measured which visual elements in Amazon listings attract the most attention, how long buyers view certain content, and how strongly this influences their purchase decisions. You can find more about our eye-tracking results in these articles:
The Picasso Strategy for Greater Visibility on Amazon – How to Increase Your Click-Through Rate
