Amazon now offers Shoppable Collections as a new option on product detail pages—as an alternative to the existing Brand Story. Collections allow the use of videos, display prices directly in the tiles, and support more flexible layouts. New is also the ability to highlight tiles with a colored border. However, one limitation is that you can no longer use a custom background image.
What do sellers & vendors need to consider?
Choose the right module: Brands should weigh whether Shoppable Collections or the classic Brand Story better fits their own strategy. Brands with high-quality video content in particular are well advised to switch to the new option, as videos directly in the tiles increase attention and intensify purchase impulses.
Use visual differentiation: With videos and colored tile borders, products can be presented much more prominently. Brands should use these features to highlight bestsellers or seasonal items, thus specifically increasing purchase impulses on the detail page.
Put price transparency in focus: Since prices are visible directly in the tiles, pricing strategy becomes increasingly important. Brands should regularly conduct competitor analyses and place promotional prices or bundles in Collections to increase buying incentives and secure market share.
Here you can find all the details
