Amazon Shoppable Collections: What They Are and How to Use Them
Amazon has just introduced a new type of A+ Content – sellers will likely start seeing this little blue banner introducing Shoppable Collections.
Currently in Beta mode, the collections are designed to enhance the customer experience by showcasing best sellers, highly rated products and curated collections, increasing upselling and cross-selling opportunities.
In this article, we’ll cover what the new Amazon Shoppable Collections are, the benefits, the types of collections you can add, and how. Let’s get into it.
What are Shoppable Collections?
They’re a new type of content similar to the Brand Story (and would take its place if published), that helps customers find and purchase products.
Placement
Shoppable collections on Amazon replace the brand story carousel above the A+ content area. They unfortunately can’t be combined with the brand story – it’s one or the other.
Scrolling card carousel
Similar to the Brand Story A+, the Amazon Shoppable Collections also features a carousel of cards for customers to scroll and browse through. Each card features a “shop” call to action and links to the connected products or Storefront landing page. You can add up to 10 shoppable cards.
The range of card modules includes:
- Best sellers
- Custom collections
- Highly rated
- Single product
- Video with optional text
- Image with optional text
Product tagging
Card require ASINs (and backup ASINs) to show your brand’s top products. It pulls info like price, reviews, and availability directly into the card.
Requirements
- To create Amazon Shoppable Collections, your business needs to be brand-registered.
- Having a branded Storefront is optional but recommended, as you’ll be sending customers here in some of the modules.
Minimum content requirements
To keep customer experience high, Amazon requires a minimum of 5 of these cards to display the section.
When an ASIN goes out of stock, Amazon will show the backup ASIN you set. If the backup ASIN(s) go out of stock, the card will be hidden from the A+ Content.
⚠️ If fewer than 5 cards have content, the entire Shoppable Collections section will be hidden from the product detail page.
Why They Matter (Benefits)
Why would you want to replace the Brand Story? You may want to present shoppers more of your products to increase the chances of a conversion. The engaging video modules help capture and keep attention.
1. Smarter discovery, right where interest is highest
Collections sit directly under your product details so shoppers can spot complementary items after they’ve added to cart. It feels more natural than all the other invading sponsored products do. A customer might be scrolling and think: “Oh, that goes with this”. Perfect, adds to cart.
Live pricing and ratings make the decision easy, and the scrollable layout keeps people engaged on your product page (instead of on your competitor’s).
2. Themed groupings that actually help people choose
Bundling products that work together is a great way to upsell. If a customer is in the market and checking out your tents, you could offer some other “camping essentials” like in Amazon’s example below.
Think about seasonal edits, giftable sets, or need-based bundles like “Kitchen Essentials” or “Sleep Better.”
You’re not dumping the whole catalog on someone. You’re narrowing the field and showing what works together. A short line of copy on each card adds just enough context to connect the dots. Plus, by offering customers related products right in the moment, you’re increasing your average order value.
3. A smoother path to purchase (fewer clicks, less friction)
Everything lives in one place, so there’s less back-and-forth and fewer lost tabs. That usually means better time on page and stronger conversion. It’s the same principle behind A+ Content lifting sales – clear info, fewer hurdles, faster decisions.
4. Like Brand Story “light”
If you’re worried about losing the Brand Story module, you can still use Shoppable Collections to tell a simple, useful story without the heavy reliance on brand focus. You can guide the narrative through your product groupings, engaging visuals and micro-copy. The result? A light, visual, and skimmable story.
Whether you choose to go with one or the other is up to you, but it might still be worth trying out.
5. Easy curation control for larger catalogs
Ditch analysis paralysis and offer your customer clarity. Collections function like tidy shelves, helping shoppers find the right next item instead of scrolling Amazon’s maze.
The Collection card modules
Let’s have a look at what each card entails.
You have the option to add 3 different collection types, a single product, as well as an image, and a video.
For Custom, Best Sellers, and Highly Rated cards, you’re able to customize the card’s background color and choose between a white or black font for the headlines. Perfect to match to your brand.
Best Sellers (use once)
Spotlight your proven winners. Use this card to signal “can’t-miss” picks and reduce decision fatigue. Include your top movers here.
You’ll need:
- 2 ASINs minimum (up to 4)
- Backup ASINS
- Brand Store ID
Highly Rated (use once, 4★+)
Lean on social proof. This card reassures fence-sitters with real-world validation.
You’ll need:
- 2 ASINs minimum (up to 4)
- Backup ASINS
- Brand Store ID
Custom Collection (add up to 3)
Think of these as curated mini-shelves: giftable sets, “Starter Kit,” “Under $25,” “Works with [ASIN #1].”
Include a clear theme + 2-4 tightly related items and short benefit-driven title.
You’ll need:
- 2 ASINs minimum (up to 4)
- Backup ASINS
- Headline (max 50 characters)
- Brand Store ID
Single product (add up to 3)
The single product is just that. Amazon pulls the live data like image, title, reviews and price. You can add up to 3 single product cards. Include your most popular products or deals here.
You’ll need:
- ASIN
- Backup ASIN
- Backup ASIN
Image with optional text (add up to 3)
Your visual hook. Add a lifestyle image featuring your product or products to set the vibe and show how the pieces work together in real life. Include a clean shot and short one-line outcome. You can add up to 3 image cards and link to the one specific ASIN or a specific page or collection page in your brand store
You’ll need:
- Background image (285x435px min)
- Body text (optional)
- ASIN OR Brand Store ID
Video with optional text (add up to 3)
Motion = clarity. Use short clips to demo setup, scale, or before/after in seconds. Include a 5-15s clip and an action caption. You can add up to 3 video cards.
You’ll need:
- Video, mp4 format (856x1306px min)
- Image for video preview (856x1306px min)
- Video title (max 50 characters)
- Video description (max 200 characters)
- Headline and Body text (optional)
- ASIN OR Brand Store ID
How to Add Amazon Shoppable Collections
- Start creating A+ content
- Access Advertising from under the main hamburger menu (top left 3 horizontal lines) and then A+ Content Manager
- Select “Start creating A+ content” and then choose the new Beta module under Additional Content Types:
- Start with the Background container. Unlike the Brand Story module, this one is not as customizable. You’re able to add:
- Brand Logo: 110:110 ratio (required)
- Brand name (required)
- Brand Store ID (optional but recommended as you can feature direct links to your custom store on Amazon)
- Background color: you can add one of your brand’s color using the hex # code, RGB color or using the eyedropper tool
- Add the modules (up to 10):
- Click the button that says “Next: Apply ASINs”.
- Add the ASINs and click “Apply content”.
- The next step is to Review & Submit.
- Monitor the content for the next few hours to see when it gets approved.
Key Takeaways
Amazon’s Shoppable Collections are a new way to present and group products to reduce customer friction and help them find what they need.
In a nutshell:
- Collections = up to 10 cards that live in the A+ product detail page to boost discovery without extra clicks.
- Required pieces: ASINs and backup ASINs
- High-trust cards: “Best Sellers” and “Highly Rated” add instant social proof.
- Mix formats: image/video for vibe and custom collections to narrow choice and guide the next add-to-cart.
FAQ – Frequently asked questions
How many cards can I add, and what types are allowed?
You can add up to 10 cards. Options include Best sellers (once), Highly rated (once), Custom collection (up to 3), Single product (up to 3), Image with text (up to 3), and Video with text (up to 3).
What if I don’t want to give up the Brand Story?
You don’t have delete the Brand Story altogether. You can still keep it in your A+ content collection and simply reapply the ASINs and re-publish when you’re ready. The new module is a perfect opportunity for experimenting.
Are Shoppable Collections the same as Amazon Store “Product Collections”?
No. Store collections live on your Brand Store. Shoppable Collections live on product detail pages inside A+ Content, where purchase intent is highest.
How should I structure the 10 cards?
Lead with an Image or Video (sets the vibe), follow with ASIN #1 and #2 (anchors), add Highly Rated and/or Best Sellers (trust), then sprinkle in ASIN #3/#4 and Custom Collections to widen choices. Close with a Video for clarity.
It’s best to mix up the cards to make it more visually interesting:
What if my ASINs go out of stock?
If your main ASIN goes out of stock, Amazon will use the backup ASIN as a fallback. If those go out of stock too, Amazon hides that card. If you have less than 5 cards showing because the products are out of stock, Amazon will hide the entire Shoppable Collections module/carousel.
What are best practices for choosing backup ASINs?
Mirror your anchors. Pick one like-for-like alternative and one step-up option so intent stays intact if a hero goes out of stock.
