Shoppable Collections: A Revolution in Product Presentation on Amazon

Table of Contents

• Shoppable Collections: A Revolution in Product Presentation on Amazon

• What is Shoppable Collections?

• New Possibilities in Product Presentation

  • Modular Presentation

  • Easy Content Customization

  • Background with Brand Logo

• Benefits of Shoppable Collections

  • Better Product Presentation

  • Increased Sales

  • Enhanced Customer Interaction

  • Flexibility in Adapting Content to Marketing Strategy

• Comparing Shoppable Collections with Brand Story

  • Brand Story - Classic Form of Presentation

  • Shoppable Collections - Dynamic Product Presentation

  • Comparison of Both Features

  • Key Differences

• Shoppable Collections and Brand Strategy

  • Communication Consistency

  • Increased Customer Engagement

  • Attracting New Customers

• What Challenges Do Sellers Face?

• Summary

• FAQ - Shoppable Collections on Amazon

Amazon is changing the way sellers can communicate with their customers. The introduction of a new feature, Shoppable Collections, allows for the creation of a more interactive and engaging presentation of offerings. This is a step that gives sellers greater flexibility in building shopping experiences. In this article, we'll look at how this innovation affects branding and product presentation on Amazon and what benefits these changes bring. Additionally, we'll discuss how Shoppable Collections fits into a broader communication and marketing strategy, and how it can become a tool in building brand recognition.

What is Shoppable Collections?

Shoppable Collections is a new feature on Amazon that allows sellers to create dynamic product collections within a single section. It's a much more interactive way of presenting products that enables the creation of collections that best meet customer needs. In this way, Shoppable Collections ensures better offering consistency and can significantly impact purchasing decisions.

It's more than just a product collection - it's a way to bring your offering to life and stand out from the competition.

New Possibilities in Product Presentation

Instead of traditional presentation of individual products, Shoppable Collections allows for the combination of multiple modules to create a more diverse shopping experience. Sellers can easily present different product groups, giving them a wider field to showcase their offering.

Modular Presentation

Shoppable Collections enables sellers to add up to 6 different modules that can contain images, videos, and text. These modules can include best-selling products, highly-rated ones, and thematic products that best meet market needs. Thanks to this flexibility, you can create an offering presentation that perfectly matches your brand's specifics.

Easy Content Customization

Sellers can customize each module by changing images, background colors, as well as text and video. This type of flexibility allows for complete adaptation of the presentation to customer requirements and the company's marketing strategy. Thanks to this, Shoppable Collections becomes a tool for building brand recognition and creating consistent communication with customers.

Background with Brand Logo

Each collection must contain a background with the brand logo and a link to the Amazon store. Such elements help build brand recognition and reinforce its presence in customers' consciousness. Implementing such simple yet effective changes allows sellers to build a strong brand identity, which in turn increases its attractiveness and credibility.

Benefits of Shoppable Collections

Shoppable Collections is much more than just a change in how products are presented. Thanks to this functionality, sellers gain a range of benefits that affect sales, customer engagement, and brand image building. Here's what you can gain by using this new feature:

Better Product Presentation

Shoppable Collections enables showing the full offering in one place, giving customers better insight into the products available from a given brand. Instead of showing one product, sellers can present a wider range of products, which increases interest in the offering and encourages larger purchases. It's also an ideal opportunity to showcase products that are currently most popular or best-rated by other users.

Increased Sales

Presenting related products in one place is a great opportunity for cross-selling and upselling. A customer, seeing a larger quantity of products related to the item they're interested in, more often decides on an additional purchase. Additionally, the ability to present products in video or photo format makes the offering more engaging, which increases the chance of a sale.

Flexibility in Adapting Content to Marketing Strategy

Sellers can freely adapt content to their strategy by changing background colors, adding their own photos and videos. This type of flexibility ensures that product presentation is fully consistent with the brand image and also allows for precise adaptation of the offering to market needs.

Comparing Shoppable Collections with Brand Story

Shoppable Collections replaces the previous Brand Story section on product pages. To better understand the differences, it's worth looking at both these tools in the context of their role in brand building and product presentation on Amazon.

Brand Story - Classic Form of Presentation

Brand Story allows sellers to present the brand's history, its values and mission. It's a space where brands can tell their story, building an emotional connection with customers. It typically contains text and images but doesn't support video, which limits the interactivity of this section. It's a more static tool that aims to convey information about the brand but doesn't engage the customer in a dynamic way.

Main features of Brand Story:

• Focuses on the brand's story and history

• Has a static character - mainly text and photos

• Builds an emotional connection with the customer but doesn't engage them dynamically in the same way as Shoppable Collections

Shoppable Collections - Dynamic Product Presentation

Instead of limiting itself to the brand's story, Shoppable Collections gives sellers the ability to create dynamic, interactive product collections. You can add photos, videos, and text in various formats, making the presentation more diverse and attractive. Importantly, Shoppable Collections also offers the ability to highlight products that are best-selling, highly-rated, or that best meet customer needs.

Main features of Shoppable Collections:

• Provides the ability to create interactive product presentations

• Offers various modules (e.g., photos, videos, text), which increases engagement

• Allows highlighting of best products (best-selling, highly-rated)

• Has a greater impact on purchasing decisions because it enables direct presentation of the full offering in one place

Comparison of Both Features

Key Differences

Shoppable Collections gives sellers more space for dynamic product presentation, which can lead to better sales. On the other hand, Brand Story is a more static tool that allows for brand building and storytelling.

Shoppable Collections is the ideal solution for those who want not only to tell their brand's story but also effectively encourage customers to purchase, thanks to better product presentation and their connections.

If we care about greater interactivity and content adaptation to current market needs, Shoppable Collections is certainly a more effective tool.

One of the most practical elements of Shoppable Collections is the function of adding backup ASINs. Thanks to this, if any of the products in the collection becomes temporarily unavailable or is removed from the offering, the system automatically replaces it with another active product. This helps avoid situations where a customer sees an inactive product and leaves the page, which translates to a better shopping experience and sales continuity.

Shoppable Collections and Brand Strategy

Amazon's new feature fits perfectly into the strategy of building a strong brand on the platform. Here's how Shoppable Collections can impact marketing and communication activities:

Communication Consistency

Shoppable Collections allows for complete adaptation of communication to brand identity. By using their own photos, videos, and background colors, sellers can create an offering presentation that will be fully consistent with the brand's existing communication.

Increased Customer Engagement

Thanks to the ability to create more diverse content, sellers can engage their customers on new levels. Shoppable Collections is an excellent tool for presenting products that not only catches the eye but also encourages interaction. It's a way to build deeper connections with customers, which can lead to increased loyalty.

Attracting New Customers

Showing the full product offering in one place is an ideal opportunity to acquire new customers. Additionally, the ability to present best-selling products increases the chance of reaching people looking for popular or highly-rated items. Shoppable Collections gives sellers the opportunity to effectively reach a wider audience.

What Challenges Do Sellers Face?

Although Shoppable Collections offers enormous possibilities, sellers must remember several issues that are important in its use. The first challenge is properly selecting products for a given collection. Sellers must ensure that the presented products are consistent with the overall sales strategy. Another challenge may be content optimization - well-presented photos, appropriate video, and text can attract customers' attention, while poor content quality will have the opposite effect.

Summary

Shoppable Collections is a tool that allows sellers to present their offerings on Amazon in a more interactive and engaging way. Thanks to this feature, you can not only stand out from the competition but also increase customer engagement and improve sales results. It's worth using these possibilities to build a strong brand on the platform and effectively attract new customers.

FAQ - Shoppable Collections on Amazon

1. Is Shoppable Collections available only for registered brands?

Yes, access to Shoppable Collections requires brand registration in the Amazon Brand Registry program. To register, the brand must have an active or pending trademark application (word or graphic) issued by an approved intellectual property office.

2. Does Shoppable Collections replace the Brand Story section?

Yes, active Shoppable Collections replaces the Brand Story section on the product page. You cannot have both these sections simultaneously on one product page.

3. What modules can be added to Shoppable Collections?

You can add up to 10 modules, including:

• Image with optional text

• Video with optional text

• Custom collection

• Best-selling products

• Highly-rated products

• Single product

Each module additionally includes a redirect to the brand's Brand Store, allowing for the creation of a more diverse shopping experience.

4. What are the technical requirements for Shoppable Collections?

• To have a Shoppable Collection appear on a product page, you must add at least 5 modules

• Each collection must contain a background with the brand logo and a link to the Amazon store

• Ability to customize colors, photos, and videos to match marketing strategy

5. Is Shoppable Collections available to all sellers?

No. Shoppable Collections is currently available in beta and may be made available to selected brands. The availability of this feature may vary depending on region and seller account status.

6. Can I use Shoppable Collections if I don't have a registered brand yet?

No. To use Shoppable Collections, the brand must be registered in Amazon Brand Registry. If you don't have a registered brand yet, you can use the Amazon IP Accelerator program, which will help you with the trademark registration process.

7. What benefits come from using Shoppable Collections?

• Better product presentation - showing the full offering in one place increases brand awareness

• Increased sales - possibility of cross-selling and upselling through presentation of related products

• Enhanced customer interaction - more interactive presentation engages customers

• Flexibility - ability to adapt content to marketing strategy

8. Can I edit Shoppable Collections after creating them?

Yes, after creating a collection, you can edit its content by adding or removing modules, changing photos, videos, and text. Thanks to this, you can adapt the offering presentation to changing customer needs and marketing strategy.