Amazon Shoppable Collection for Sellers is a new way to showcase their products on product listings. The new Shoppable Collections option is important because it helps connect your full catalog on your product detail page. It allows shoppers to discover related products without having to leave your listing. This means more cross-selling opportunities and a stronger brand presence in the Amazon store. This post will explain what shoppable collections are, the value of creating shoppable collections, and the requirements for creating shoppable collections.
Understanding Amazon Shoppable Collections
Amazon Shoppable Collections is a part of Amazon’s A+ enhanced brand content, where registered brand owners are able to showcase and tell their brand story through more visual pieces like images. The Shoppable Collections lets you feature different cards and modules such as showcasing your best-selling products, showing highly rated products, creating custom collections, and auto-playing video with text. When published, the section is displayed on the ASINs you have selected.
Value of Amazon Shoppable Collections
Amazon Shoppable Collections lets sellers cross-merchandise and display other products in your catalog. This can result in added awareness of the entire product lineup you sell, which can increase basket size for each order. The use of dynamic modules like best sellers and highly rated products lets you select backup ASINs, so if your primary selected ASIN is out of stock, then the backup ASIN is displayed. Amazon Shoppable Collections is a great way to showcase your merchandising and link to your Amazon Store.
Amazon Example of Shoppable Collection
Requirements for Creating Shoppable Collections
Every Shoppable Collection needs to have a Background Container. The Background Container displays behind your Shoppable Collections modules, and it contains your brand logo, a direct link to your Amazon storefront, and a custom background color. You can add up to 10 modules to your Shoppable Collections, and you need to have at least 5 modules added for it to display on your product detail page. The entire section is removed from the listing if fewer than 5 modules have content. There are 6 different types of modules you can choose from, and they have different specifications. Below are the requirements for the Background Container and different modules.
Background Container
The Background Container requires you to add a Brand Logo image that is 110px x 110px. You will also need to enter your Brand Name and provide a Brand Store ID. Your Brand Store ID is the letters and numbers after "/stores/page/" in the URL for your Amazon Brand Store. You can enter the ID for the homepage of your storefront or any subpage. A Background Color is also required. You can select a color or enter your brand's color hex code.
Best Sellers Module
You can add this module to a Shoppable Collection 1 time. This module displays 2 - 4 products under a “Best Sellers” headline. A minimum of 2 primary ASINs and 2 backup ASINs are required. Backup ASINs will only appear when a primary ASIN is out of stock or experiencing a suppression issue. The Brand Store ID for the homepage or a subpage is required. You also need to select the Font Color, black or white, plus the Card Color, which is going to be the background color of your module. You can select a color or enter your brand's color hex code.
Highly Rated Module
You can add this module to a Shoppable Collection 1 time. This module displays 2 - 4 products under a “Highly Rated” headline. A minimum of 2 primary ASINs and 2 backup ASINs are required. Backup ASINs will only appear when a primary ASIN is out of stock or experiencing a suppression issue. The Brand Store ID for the homepage or a subpage is required. You also need to select the Font Color, black or white, plus the Card Color, which is going to be the background color of your module. You can select a color or enter your brand's color hex code.
Custom Collection Module
You can add this module to a Shoppable Collection up to 3 times. This module lets you create your own collection around a theme, category, or event because you get to enter your own custom headline. The headline has a character limit of 50. This module displays 2 - 4 products under your custom headline. A minimum of 2 primary ASINs and 2 backup ASINs are required. Backup ASINs will only appear when a primary ASIN is out of stock or experiencing a suppression issue. The Brand Store ID for the homepage or a subpage is required. You also need to select the Font Color, black or white, plus the Card Color, which is going to be the background color of your module. You can select a color or enter your brand's color hex code.
Single Product Module
You can add this module to a Shoppable Collection up to 3 times. This module showcases a single product and there is no background color shown. 1 primary ASIN and 2 backup ASINs are required.
Image with Optional Text Module
You can add this module to a Shoppable Collection up to 3 times. The module displays a shoppable image that can link to your product detail page or storefront. The Background Image needs to be 285px x 435px. The ASIN or Brand Store ID is required for linking customers to your listing or storefront. The optional Body Text has a character limit of 57.
Video with Optional Text Module
You can add this module to a Shoppable Collection up to 3 times. The module displays a short form video (5-10 seconds long) that can link to your product detail page or storefront. An mp4 format video with 856:1306 minimum resolution is required. A video preview image with the same resolution requirements is also required. The Video Title has a character limit of 50 and the Video Description has a character limit of 200. The Brand Store ID for the homepage or a subpage is required. There are 2 optional text options that will display over your video. The optional Headline has a character limit of 26. The optional Body Text has a character limit of 36.
FAQ - Amazon Shoppable Collections
What are Shoppable Collections?
Amazon Shoppable Collections are a new content type under A+ content manager that lets sellers showcase their brand and products through collections.
Can I have a Brand Story and Shoppable Collections displayed at the same time?
No, you cannot have a Brand Story and a Shoppable Collection displayed at the same time
Who can create Shoppable Collections?
Amazon Brand Registered sellers are able to create Shoppable Collections
What do I do if I am Brand Registered, but I am not able to create Shoppable Collections?
If you are a Brand Registered seller, but you are not able to create shoppable collections, the issue may be that your product listings are not set up with the correct brand name attribution or your account is not tied to the Amazon Brand Name you have registered. Reach out to Goat Consulting if this is the case, and we are happy to help fix.
Why should I use Shoppable Collections?
Amazon Shoppable Collections is an exciting tool to cross-merchandise or showcase the other products in your catalog. This can lead to additional brand awareness and sales.
Conclusion - Amazon Shoppable Collections
Amazon Shoppable Collections is a great way for Amazon Brand Registered sellers to cross-merchandise their entire catalog across different product listings. This can help bring additional brand awareness and connect shoppers to your brand. It is important to have high-quality images and video when creating your Amazon Shoppable Collections, which can help increase conversion and sales for your account. If would like Goat Consulting to help create, design, and implement your Amazon Shoppable Collections, please reach out through our contact us button below.
About the Author - Mike Gray
This post was written by Mike Gray, an Account Manager at Goat Consulting. Mike helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Mike has designed, implemented, and optimized Amazon A+ pages for his clients to meet their goals. If you want help understanding Amazon Shoppable Collections, Mike is happy to lead your account.