Amazon has unveiled a powerful successor to its former Brand Story module: the innovative Shoppable Collections feature. This new A+ Content module empowers brands to group multiple related products into a single, curated collection directly on the product detail page. By allowing customers to explore and purchase complementary items seamlessly without navigating away, Amazon is creating a more intuitive and conversion-focused shopping experience. Unlike the previous Brand Story module, which primarily focused on static brand identity, Shoppable Collections introduces a versatile array of interactive elements that offer significantly greater merchandising flexibility.

To support diverse brand strategies, Shoppable Collections offers four distinct module formats that transform how products are presented. The Best Sellers Module strategically showcases two to four of a brand’s top-selling products under a “Best Sellers” headline, providing customers with instant access to proven favorites. Similarly, the Highly Rated Module leverages social proof by highlighting products with exceptional customer reviews, effectively building trust at the point of purchase. For brands seeking creative autonomy, the Custom Collection Module allows for up to three themed sections - an ideal solution for showcasing seasonal assortments or lifestyle-based sets like “Hydrate and Glow.” Finally, the Single Product Module is meticulously designed to spotlight individual hero SKUs or new launches with a clean, minimalist aesthetic that removes background colors for maximum visual impact.

A pivotal advancement in this new feature is the integration of video capabilities, marking the first time brands can embed short-form video directly within their collections. This transformative addition allows brands to demonstrate product utility and brand lifestyle in motion, adding a level of narrative depth that static imagery cannot replicate. For brands partnering with an Amazon agency or operation service, this feature unlocks a new tier of creative strategy, enabling teams to synthesize storytelling, video, and merchandising into a cohesive experience. Ultimately, Shoppable Collections evolves the customer journey from a simple transaction into a guided, immersive brand experience, aligning narrative-driven discovery with measurable performance.