There’s a new Amazon feature available to registered brand owners called A+ Shoppable Collections. It replaces the static Brand Story module and turns it into a more dynamic space where customers can discover more of your products.
Instead of displaying a banner or a brief description of your brand, you can now create interactive carousels that feature other items from your catalog.
These carousels appear in the “From the brand” section of product pages. Customers can scroll through different products, click on the ones they like, and go straight to the detail page or your Amazon Store.
You can build collections such as best sellers, highly rated products, or seasonal picks. You can also include videos or lifestyle photos that show your products in use, which helps shoppers understand how they fit into everyday life.
This change matters because Amazon is giving brands a chance to drive more discoverability directly within a listing. If you choose the right items to feature, you can guide customers toward products that they might not have found on their own. This can increase average order value and keep shoppers within your brand’s catalog for longer.
Getting started is simple. Go to A+ Content Manager, click Create A+ Content, and choose Shoppable Collections. If you already use the Brand Story, this new feature will replace it.
Before switching, it is a good idea to check what you currently have in your Brand Story and plan how you want to transition. A short adjustment period helps prevent sudden design gaps on your listings.
To get the best results, pick products that already perform well. Use images or videos that show real people using your items. Write clear headlines that explain what each product offers at a glance. Treat each card in the carousel as a small ad that helps shoppers decide what to explore next.
For many brands, this new Amazon feature is a chance to refresh their A Plus strategy. Instead of focusing only on who the brand is, Shoppable Collections help you show customers where to look next. It is a simple way to create a smoother browsing experience while making your catalog feel more connected.