Overview

Amazon has launched shoppable content modules for brands using Basic A+ Content, letting customers add products to their cart directly from comparison chart modules on product detail pages. This feature turns what was previously an informational comparison tool into an active sales channel, potentially boosting cross-sell rates and conversions across a brand's entire catalog.

What's New

• Direct Add-to-Cart in Comparison Charts — Customers can now purchase compared items without leaving the current product page, reducing friction in the buying journey.
• Live Pricing Integration — The shoppable module automatically displays real-time pricing for each featured product, eliminating the need for manual price updates in A+ Content.
• Embedded Ratings and Reviews — Star ratings and review summaries appear directly within comparison charts, providing social proof alongside product attributes.
• No Premium A+ Required — The feature is available to all brands using Basic A+ Content through Brand Registry, with no additional tier or cost requirement.

How the Shoppable Module Works

The new functionality builds on the existing A+ comparison chart that many brands already use to highlight differences across their product lines. Previously, these charts displayed product attributes side by side, but customers still had to click through to individual listings to make a purchase. Now, an add-to-cart button appears alongside each product in the comparison table.

Because the module pulls real-time catalog data, prices, availability, and customer ratings stay current automatically. Sellers who run frequent promotions or adjust pricing regularly will benefit from this — their comparison charts will always reflect the latest information without requiring content edits or republishing.

Why This Matters for Brand Owners

The shoppable comparison chart addresses a persistent challenge for brands with multiple products or tiered product lines. When a customer lands on one listing but might be better suited by a different item — a larger size, a premium version, or a different formulation — the updated chart can now facilitate that purchase on the spot. Instead of losing shoppers as they bounce between listings, brands keep them engaged on a single page where they can evaluate options and buy immediately.