Amazon has introduced a new A+ content format called Amazon Shoppable Collections, and while it may look like a small UI update at first glance, it actually signals a much bigger shift in how brands are expected to present and sell their ranges on the platform.
At Fluid Marketplace we work with brands to evaluate, design, and implement Amazon Shoppable Collections, ensuring it supports product discovery, cross-selling, and conversion as part of a broader Amazon growth strategy.
In this article I break down everything that brands need to know about Amazon Shoppable Collections.
What is Amazon Shoppable Collections?
Amazon Shoppable Collections is available to brand-registered sellers and vendors. It is an alternative to the traditional brand story module on the PDP (you can’t run both at the same time), making it a deliberate strategic choice rather than an incremental add-on. While having a branded storefront isn’t mandatory, it’s strongly recommended, particularly as some modules are designed to guide shoppers deeper into the brand store rather than keeping them on a single product page.
Where brand story has historically focused on who the brand is, shoppable collections focuses on how customers discover and shop a range.
That distinction matters, because it tells us exactly where Amazon is heading.
This is Amazon moving A+ content away from static brand reassurance and closer to curated, editorial-style commerce.
What makes it different?
The most obvious difference is visual. Amazon Shoppable Collections A+ feels more modern, more lifestyle-led, and far less corporate than the standard brand story layout. Products are grouped into curated collections, supported by strong imagery and light narrative framing.
Crucially, video is supported in this module, which is something brand story doesn’t allow. That alone makes it a materially different tool, not just a cosmetic upgrade.
Instead of anchoring the PDP with logos and brand values, this format encourages shoppers to browse laterally. It’s designed to increase exploration, cross-sell, and basket-building, rather than simply reinforcing trust.
How does it impact performance?
From a CRO (conversion rate optimisation) perspective, this is significant.
Shoppable collections changes how shoppers behave on the PDP. Rather than scrolling linearly toward the buy box, customers are prompted to consider:
- Complementary products
- Full routines or collections
- Gifting or styling logic
For brands with multiple SKUs, this creates a more intentional shopping journey. Time on page increases, discovery improves, and the PDP starts to function more like a curated storefront than a static product listing.
This is particularly effective in categories where context and inspiration influence conversion: home, beauty, personal care, and lifestyle-led FMCG.
Who it is (and isn’t) for
Amazon Shoppable Collections works best for content-rich brands with:
- Clear product ranges or collections
- Aa consistent visual identity
- Logical cross-sell/up-sell relationships
It’s less effective for single-SKU brands or highly technical, spec-driven products, where the PDP’s primary role is education and reassurance. In those cases, brand story may still be the stronger option.
This isn’t about choosing the newer format by default, but about aligning the PDP with how customers actually shop your brand.
A strategic choice, not a trend play
Because shoppable collections and brand story are mutually exclusive, brands need to be deliberate. This isn’t just an aesthetic upgrade, it’s a strategic decision about what role the PDP should play in the wider ecosystem.
Brand story says: Here’s who we are.
Shoppable collections says: Here’s how to shop with us.
As Amazon continues to blur the line between retail and editorial commerce, Amazon Shoppable Collections A+ is a clear signal that PDPs are no longer just product pages. For the right brands, they’re becoming merchandising, or more accurately, curation tools.
Want expert help with your brand’s strategy?
As a full service Amazon agency, Fluid Marketplaces can help your brand to grow profitably on the platform using tools such as Amazon Shoppable Collections expertly. For support from our Amazon marketing experts contact us here to arrange a chat.
