Amazon has started rolling out a major update to A+ Content, and it’s one every brand should be paying attention to. Amazon’s new Shoppable Collections beta transforms your A+ content into shoppable experiences designed to boost engagement and cross-sales.
What is Amazon's New Shoppable Collections A+ Content Feature?
Shoppable Collections is the newest A+ Content module (still in beta form) that’s available to some brands on Amazon, replacing the Brand Story section. With Shoppable Collections, you can now create interactive, clickable shopping experiences directly within your A+ Content.
Shoppable Collections allows you to link products alongside auto-loop videos that link to your store page. Customers can click to add to their cart without having to leave the page! Each collection can showcase Best Sellers, Highly Rated, or custom product groups that drive product discovery and cross-sales.
Why Should Brands Implement Amazon's New Shoppable Collections A+ Content Feature?
Amazon’s Shoppable Collections feature isn’t just a visual update – it’s a performance update. Switching your A+ Content module from Brand Stories to Shoppable Collections can lead to:
- Higher conversion rates: brands testing the Shoppable Collections feature are reporting higher conversions.
- Boosted Average Order Value: curated, shoppable collections encourage multiple purchases in one order.
- Better traffic flow: each module links directly to your brand store, helping shoppers explore more of your brand.
How to Set Up Amazon's New Shoppable Collections A+ Content Feature:
Getting started with Amazon’s Shoppable Collections feature is simple:
- Enroll your brand in Brand Registry
- Go to the A+ Content Manager
- Choose “Shoppable collections beta”
- Build your collection (we recommend focusing on high demand or high margin ASINs)
- Add videos, and submit for Amazon’s approval
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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