Overview

Amazon has upgraded A+ Content comparison charts so they now function as shoppable modules. The change, available to brand‑registered sellers, lets shoppers add items to their cart directly from the chart without leaving the product detail page. Sellers should care because Amazon reports that the new modules double the cart conversion rate compared with static charts.

Key Points

• Add‑to‑cart enabled — Customers can click an “Add to Cart” button inside the comparison table and purchase the selected SKU instantly.
• Real‑time price sync — The chart pulls current pricing and stock status from the catalog, so shoppers see up‑to‑date figures at the moment of purchase.
• Embedded rating summary — Star ratings and review counts appear next to each product, giving immediate social proof while the buyer evaluates options.
• Drag‑and‑drop builder — Sellers arrange product order by moving tiles in the A+ Content manager; the system auto‑fills ASIN titles, images, and price fields.
• Conversion boost — Amazon’s internal data shows a 2× higher cart conversion rate for shoppable charts, with more than one‑quarter of interacting shoppers adding a product directly from the module.

How the Shoppable Module Works

1. Customer views the chart — When a shopper lands on a detail page that contains a shoppable comparison, the module displays a grid of related ASINs, each with its image, key features, live price, and a small “Add to Cart” button. For example, a buyer looking at a 12‑oz coffee maker can see the standard model, a premium version, and a compatible carafe side‑by‑side, all ready for instant purchase.
2. Interaction and selection — The buyer can click the button beneath any product row; the system records the selection, updates the cart in the background, and shows a brief confirmation toast. In the coffee maker scenario, selecting the premium model adds it to the cart while the shopper remains on the original page, avoiding a navigation to a separate listing.
3. Backend data refresh — Each time the chart renders, Amazon’s API queries the catalog for the latest price and inventory status. If a SKU runs out of stock, the “Add to Cart” button is replaced with an “Out of Stock” label, preventing a dead‑end experience.