Amazon briefly introduced a new A+ content format called Amazon Shoppable Collections, designed to create a more editorial, collection-led shopping experience on product detail pages.
However, in a recent development, Amazon has discontinued the Shoppable Collections beta, removing the module from A+ Content Manager. While the feature is no longer available, the experiment itself provides an interesting signal about how Amazon is exploring new ways for brands to merchandise their product ranges directly on the PDP.
Amazon frequently tests new features through beta programs before deciding whether to scale or retire them. Shoppable Collections appears to have been one such experiment.
At Fluid Marketplaces, we closely track these developments to help brands understand where the platform may be heading and how new formats can influence product discovery, cross-selling, and conversion.
In this article, we break down what Amazon Shoppable Collections was, how it worked, and what brands can learn from the experiment.
What was Amazon Shoppable Collections?
Amazon Shoppable Collections was a beta A+ content format available to brand-registered sellers and vendors.
It acted as an alternative to the traditional Brand Story module on the product detail page (PDP), meaning the two could not run together. Rather than focusing purely on brand identity, the format allowed brands to curate multiple products into themed collections designed to inspire discovery and encourage immediate purchase.
While a branded Amazon Storefront wasn’t mandatory, it was strongly recommended. Some modules were designed to guide shoppers deeper into the brand store and wider product catalogue rather than keeping them on a single product page.
Where Brand Story focuses on who the brand is, Shoppable Collections focused on how customers discover and shop a product range.
That distinction offered a glimpse into how Amazon may be experimenting with more discovery-led shopping experiences on the product detail pages (PDP).
What made Shoppable Collections different?
The most obvious difference was visual.
Shoppable Collections introduced a more modern, lifestyle-led format compared with the traditional Brand Story layout. Products could be grouped into curated collections supported by imagery, narrative, and interactive elements.
One notable feature was video support, which the Brand Story module does not currently allow.
Instead of anchoring the PDP purely with logos and brand values, the format encouraged shoppers to browse laterally across related products. This approach was designed to increase exploration, cross-sell opportunities, and basket-building.
Why the feature mattered
From a conversion rate optimisation (CRO) perspective, the concept behind Shoppable Collections was significant.
Rather than the PDP functioning as a single-product destination, the format encouraged shoppers to explore a broader product ecosystem through:
- Complementary products
- Full routines or collections
- Gift or styling inspiration
For brands with multiple SKUs, this created a more intentional shopping journey. In effect, the PDP began to behave more like a curated storefront rather than a static product listing.
This type of experience is particularly relevant in categories where inspiration influences conversion, including home, beauty, personal care, and lifestyle-led FMCG.
What this means for brands
Although Amazon has discontinued the Shoppable Collections beta, the platform appears to be consolidating PDP brand content back into the Brand Story module for now.
At the same time, experiments like this suggest Amazon is continuing to explore ways to improve product discovery and cross-sell directly on the PDP, potentially integrating successful elements into existing formats rather than maintaining separate modules.
From an operational standpoint:
- PDPs that previously used Shoppable Collections will now revert to the Brand Story module
- If a Brand Story had not been created previously, the “From the Brand” section may remain empty until one is added
For brands, this reinforces the importance of maintaining a strong Brand Story and broader PDP content strategy.
The bigger picture
Amazon frequently experiments with new content formats as part of its ongoing effort to improve product discovery and customer experience.
While Shoppable Collections itself has been retired, the direction it pointed toward i.e., more curated, discovery-led product pages, is unlikely to disappear entirely.
Brands should expect Amazon to continue testing new ways to transform the PDP from a simple product page into a richer environment that encourages exploration of a wider product range.
Want expert help to improve your brand’s product detail page strategy?
As a full-service Amazon agency, Fluid Marketplaces helps brands stay ahead of platform changes, from A+ content optimisation to broader PDP and Storefront strategy.
Our team works with brands to design product pages that support discovery, cross-selling, and conversion while aligning with Amazon’s evolving content formats.
If you’d like support improving your PDP strategy or navigating Amazon’s latest platform developments, get in touch with our team here to arrange a consultation.
