Overview

Amazon has launched an upgraded A+ Content comparison module that includes full shopping functionality, allowing customers to add products to their basket directly from the module without leaving the product detail page. According to Amazon, the new shoppable module delivers a two-times higher basket conversion rate compared to existing non-shoppable A+ comparison modules.

Key Points

• Direct add-to-basket functionality — Customers can add items to cart directly from within the A+ comparison chart module, removing friction in the purchase journey
• Real-time pricing display — The module shows live, up-to-date prices for items that are currently in stock and available for purchase
• Customer review rating summaries — Star ratings and review summaries embedded within the comparison chart help customers make faster buying decisions
• Improved comparison chart builder — Sellers can customize the order products appear and benefit from automatic population of product information for listed ASINs
• New product discovery — The module displays newer products alongside established catalog, creating built-in cross-selling opportunity for recent launches

Performance Data

• 2x higher basket conversion — Shoppable module delivers two-times higher basket conversion rate compared to older, non-shoppable comparison chart modules
• 25% click-to-basket rate — More than 25 percent of customers who click on a shoppable A+ module add an item to basket directly from the chart
• Streamlined purchase flow — Eliminates extra clicks that previously caused drop-off between product comparison and actual purchase

Setup and Customization

• Drag-and-rearrange products — Redesigned comparison chart builder lets you control which items receive most prominent placement
• Auto-populated product data — Product information for ASINs already in your catalog is automatically pulled in, reducing manual data entry