Amazon's new Shoppable Collections module: the A+ Content option most sellers have not noticed

Amazon has quietly rolled out a new A+ Content option that is far more eye-catching than the old Brand Story module. It is called Shoppable Collections, and it renders as a set of moving, tappable cards - designed to pull shopper attention right at the point in the page where people usually start zoning out. The payoff: more chances to get shoppers clicking into your other ASINs or your store, instead of drifting off to competitor listings via their product targeting ads.

How to find it: open Seller Central, click the hamburger menu top-left, go to Advertising, open A+ Content Manager, start creating A+ Content, and choose Shoppable Collections. From there you build it module by module.

Key details worth knowing before you build: unlike Brand Story, Shoppable Collections supports video - and video is the point. You can add up to 3 video modules, so stack them early in the sequence (video, static, video, static, video), then fill the remaining slots with static modules. Amazon also forces "backup ASINs" on some cards, so if a product goes out of stock the card does not become a dead end.

You have several module types to keep the collection fresh: video cards with optional headline and body text; single product cards that pull your main image automatically; image-plus-text slots that work well for lifestyle shots; "Highly Rated" style blocks that borrow Amazon's trust halo; custom collections where you name the section; and Best Sellers blocks.

If you already have video content, this is close to a no-brainer. If you do not, even short, simple "moving image" clips work - they do not need to be fancy; the goal is motion that earns attention and clicks in a part of the listing shoppers have trained themselves to skip.