Overview

Amazon has introduced A+ Shoppable Collections, a new tool that lets brand‑registered sellers embed interactive product carousels directly inside the “From the Brand” module on a product detail page. The feature went live in early 2024 and gives merchants a way to showcase related items, seasonal picks, or best‑selling bundles without paying for ad placements. Sellers who rely on Amazon’s storefront to drive cross‑sales should pay close attention because the carousel can turn a single product view into a mini‑shopping experience.

Key Points

• Interactive scrollable carousel — Merchants can add a horizontal strip that scrolls through several SKUs, letting shoppers browse multiple items without leaving the page.
• Clickable video integration — A short lifestyle video can be placed in the carousel; each frame includes a link that sends the shopper straight to the associated product or brand storefront.
• Themed product groupings — Collections can be organized by best‑sellers, top‑rated items, seasonal releases, or complementary bundles such as “Coffee Maker + Grinder” sets.
• Organic promotion, no ad spend — The carousel appears alongside organic A+ content, so sellers do not need to allocate budget to Sponsored Brands or other paid placements to reach shoppers.
• Brand Registry requirement — Only sellers who have completed Amazon Brand Registry and hold an active trademark can create these shoppable collections.
• Replacement of existing carousel — Once a shoppable collection is published, it overwrites the previous “From the Brand” carousel for that ASIN, making the transition a one‑time switch.

How A+ Shoppable Collections Work

1. Launch the builder in A+ Content Manager — In Seller Central, open the A+ Content Manager, click “Create A+,” and select the “Shoppable Collection” template. For example, a kitchen‑ware brand would start the builder while viewing its existing A+ page for a stainless‑steel skillet.
2. Pick products and define the theme — Choose up to 12 SKUs from the catalog, assign a collection name (e.g., “Fall Baking Essentials”), and upload supporting assets such as hero images or a 45‑second recipe video. A toy manufacturer might select a “Holiday Gift Bundle” that includes a puzzle, a board game, and a plush toy.