Amazon's New Shoppable A+ Content Module Doubles Basket Conversion Rates for Brand Owners
Amazon's new shoppable A+ Content comparison module lets customers add items to their basket directly from the chart, delivering 2x higher basket conversion rates than non-shoppable modules. Over 25% of customers who click add an item to their basket.
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
Analysis & Recommendations
Why This Matters
Brand-registered sellers can now turn their A+ Content comparison charts into direct shopping experiences, potentially doubling basket conversion rates. This makes A+ Content optimization an even higher priority for listing strategy and new product launches.
Key Takeaways
- The new shoppable A+ comparison module delivers 2x higher basket conversion rates than non-shoppable versions
- Over 25% of customers who click on shoppable A+ modules add an item to their basket directly
- The updated builder allows custom product ordering and auto-populates product information
- New product launches can benefit from cross-selling exposure alongside established ASINs
Recommended Actions
- →Update existing A+ Content comparison charts to the new shoppable module format in Seller Central's A+ Content Manager
- →Include recently launched ASINs in shoppable comparison modules alongside best-sellers to drive early sales velocity
- →Review and optimize the product display order within comparison charts to highlight your highest-margin or highest-converting products
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