Overview

Amazon introduced shoppable content modules for Basic A+ Content, enabling customers to add products to cart directly from a product detail page's A+ section. The feature displays real-time pricing, customer rating summaries, and add-to-cart buttons within A+ Content, reducing friction in the buying journey and helping brands cross-sell and upsell without customers leaving the current listing.

Key Points

• Shoppable A+ modules — Brand-registered sellers embed interactive, purchasable product modules directly within Basic A+ Content sections
• Add-to-cart functionality — Customers add items to cart without leaving current product detail page
• Real-time pricing display — Modules automatically show current item prices without manual updates
• Customer rating summaries — Star ratings and review summaries displayed alongside products for quick evaluation

Why This Matters for Cross-Selling

• Curated product presentation — Brands control exactly which products appear alongside listings and present them in format encouraging immediate action
• Removes navigation friction — Previously, comparison tables showed products but customers had to click through to individual listings to purchase
• Keeps customers in brand ecosystem — Shoppers stay within single brand's product catalog, less likely to encounter competitor products

Seller Impact

• Access through A+ Content Manager — Navigate to A+ Content section in Seller Central and look for new shoppable module options within available content blocks
• Feature strategic products — Highlight products with strong ratings, competitive pricing, and clear relationship to main listing for best performance
• Ensure stock availability — Keep featured products in stock as out-of-stock items in shoppable module create poor customer experience
• Leverage for bundles and accessories — Showcase product bundles, refills, add-ons, or size variations in interactive format for multiple cart adds without navigation