Overview

Amazon has introduced A+ Shoppable Collections, a new tool for brand‑registered sellers that transforms the “From the Brand” area on product detail pages into an interactive carousel. The feature went live in early 2024 and lets shoppers swipe through curated product groups without leaving the current listing, creating a direct path to additional purchases. Sellers should care because the carousel sits in a high‑traffic zone, offering a fresh way to boost cross‑selling, average order value, and overall brand visibility.

Key Points

• Placement in “From the Brand” — The carousel appears in the existing “From the Brand” module, which already attracts strong shopper engagement.
• Curated groupings — Brands can assemble themed collections such as “Best Sellers,” “Seasonal Picks,” or “Gift‑Ready Sets” to guide browsing.
• Shoppable media integration — Videos and lifestyle images can be embedded, allowing customers to click directly from rich media to a product page.
• Swipeable carousel format — Shoppers swipe left or right to preview multiple items, increasing the chance they discover complementary products.
• Direct navigation links — Each carousel tile links straight to its own detail page or to the brand’s storefront, removing friction between discovery and checkout.
• Replacement of existing content — Activating a Shoppable Collection overwrites any previous “From the Brand” modules, so sellers must plan the transition carefully.

How A+ Shoppable Collections Works

1. Access via A+ Content Manager — Log in to Seller Central, open the A+ Content Manager, click “Create A+,” and choose the “Shoppable Collections” option. For example, a kitchen‑ware brand would select this path to start building a “Complete Your Kitchen” carousel.
2. Build a collection — Add up to 12 products, arrange them in the desired order, and assign a descriptive title such as “Fall Essentials.” The interface lets you drag‑and‑drop items, similar to creating a playlist.