Amazon terminated the Shoppable Collections beta on February 27, 2026. This guide covers everything that ended, its replacements, and how brands can reclaim product discovery through todayโs A+ Content, Brand Story, and Brand Store.
Itโs expected that the creation option will become unavailable, or an older screenshot no longer reflects Seller Central. And the next logical step is not to recreate the retired module. Audit the impacted PDPs to identify what appeared in the โFrom the Brandโ section, then select from the current surface options as needed.
Are Amazon Shoppable Collections Still Available?
Amazon terminated the Shoppable Collections beta on February 27, 2026 โ the separate A+ content type was removed, and Brand Story was reinstated to its previous location on product detail pages. Brands should now audit their PDPs and use Brand Story, A+ comparison-chart content, or Brand Store to meet their product discovery goals.
The retirement date and transition details are captured in an in-product message within A+ Content Manager, noted in a February 2026 Shoppable Collections closure report, and reflected in Amazonโs current A+ Content documentation. Shoppable Collections no longer appear in the list of content types, which now includes Basic, Premium, and Brand Story.
Access to features may depend on the accountโs marketplace, role, and catalog eligibility. Double-check the current content-type options within a relevant US Seller Central or Vendor Central account before proceeding with any catalog update, or when evaluating the impact of the Shoppable Collections retirement. Brands that need to verify their eligibility should also review Amazon Brand Registry requirements.
What Happened When Amazon Ended The Shoppable Collections Beta?
The beta module was removed from product detail pages and A+ Content Manager creation. When applicable, Amazonโs in-product message indicated that the last published Brand Story would return to the former placement.
Accounts without a published Brand Story may therefore appear to have fewer branded elements in the โFrom the Brandโ area.
The message also stated that content creators should retain media uploaded for Shoppable Collections, as those assets would remain available in the A+ media library. This represents general guidance only; verify the affected media in the relevant marketplace(s).
Amazon stated that it intends to retain โsuccessful elementsโ from the Shoppable Collections beta in the Brand Story launch. This does not necessarily reflect an account-level feature parity or imply that all card types or reporting functions will appear in a given sellerโs Brand Story view. Consider the merchandising objective, not the label, when evaluating current options.
Then vs. Now: Merchandising goals remain, but the surface options have changed
| Retired beta | Former role | Current path to evaluate |
|---|---|---|
| Shoppable Collections | Interactive product groupings in the โFrom the Brandโ area | Brand Story for brand-level content and links |
| Product cards and tagging | Direct paths to related catalog items | Shoppable A+ comparison content where available |
| Curated themes | Best sellers, routines, seasons, or use cases | Brand Store product collections for larger groups |
What Replaces Amazon Shoppable Collections Now? Current Options For Brands In 2026
There is no direct replacement for every use case. Determine the desired action for the visitor, then select the surface option that achieves it.
Brand Story for the โFrom the Brandโ section
Brand Story most closely resembles the original Shoppable Collections placement โ it appears in the same โFrom the brandโ area and can be used to highlight products and services.
It is not a direct replacement, however, as Brand Story is primarily a brand-level storytelling and navigation tool.
Focus on rebuilding content around the brand promise, catalog navigation, and the questions shared across products.
See our Amazon Brand Story setup guide for more details.
Shoppable comparison charts and current A+ modules
Shoppable Collections should not be confused with other interactive A+ Content types.
Amazonโs current A+ guidance says that both Basic and Premium A+ include shoppable product-comparison charts; the latter allows additional features such as shoppable content, carousels, video content, and interactive hotspots. Shoppable comparison modules remain relevant to the original use cases if the account eligibility and content-type availability permit.
Use a comparison chart when you want the shopper to choose from a narrowed-down set of related products or variations. See our current Amazon A+ Content modules guide for details about module libraries and implementation.
Product collections in Amazon Brand Stores
For larger product groupings, Brand Store product collections are a separate, live feature. These appear in the Store itself rather than within the detail pageโs A+ Content area. Amazonโs Brand Store product-collections guide says a Store page can hold up to five collections, with up to 60 products in each collection. This suggests that category-, interest-, season-, and novelty-based groupings may be appropriate for this surface option, if the catalog and audience support it.
Select this option when the discovery goal outweighs the desire to keep the shopper within the detail page. See the Amazon Brand Store guide for more information on the broader Store design and implementation guidelines.
How Did Shoppable Collections Work During The Beta Period?
Shoppable Collections appeared as interactive carousels within the detail pageโs โFrom the brandโ area during the beta period. Amazonโs archived Shoppable Collections announcement included multiple examples, such as collections for best-selling products, highly rated items, seasonal merchandise, shoppable photos, and videos. If it also featured a published Brand Story, the Shoppable Collections carousel would replace it on the page.
Within the carousel, brands could select from a variety of card formats, such as best-selling, highly rated, custom, image-text, video-text, and single-product cards. Product cards could also feature multiple ASINs, both as a primary and secondary display, so that a related product would appear if the first ASIN became unavailable. Some brand accounts also implemented a requirement to fill out a set number of modules or cards before publication, or to populate each card with specific product details. These details can help inform the selection of current Amazon advertising and A+ Content tools.
Those details explain what older screenshots and setup guides were showing. They are not current instructions. Any archived image should carry a date and a visible โretired betaโ label, and old instructions that tell a seller to choose Shoppable Collections in A+ Content Manager should be removed or clearly marked as historical.
What Brands Should Audit Now After Shoppable Collections Have Ended?
The affected detail pages will lead you to merchandising jobs that must be traced back to a current surface.
1. Check the impacted PDPs: Record whether the โFrom the Brandโ area is visible, missing, or replaced by an older Brand Story.
2. Revisit the current creation choices: Check your account or the A+ Content Manager in the relevant marketplace, rather than following old tutorials.
3. Inspect desktop and mobile views: Check the selected page(s), looking at the content order, image cropping, text legibility, and link availability.
4. Audit any reusable assets โ images or videos must remain available, and their size or text formatting should be updated as needed for the selected surface option.
5. Edit internal SOPs and briefs: All references to the retired service must be removed from active instructions, templates, and requests.
6. Measure the impact of the replacement content: Track conversion rates, product clicks, Store engagement, catalog discovery rates, or other relevant metrics that the account can track. Do not attribute movements to one module without a controlled test.
7. Document differences โ identify differences between the historical and current views, including relevant account permissions, dates, and screenshots.
Use comparable dates and traffic conditions when you measure Amazon conversion rate. The objective is to determine whether the changes to the catalog have encouraged the shopper to engage with the catalog, rather than attempting to predict an average conversion or order-value increase.
Amazon Shoppable Collections Examples: What Still Works Today?
A historical Shoppable Collections example might have grouped a hero moisturizer with a cleanser, serum, and sunscreen under the theme โComplete Skincare Routine.โ Another carousel might have highlighted a set of desk accessories, such as a stand, keyboard, mouse, and cable organizer, as a โHome Office Essentialsโ grouping. Even with Shoppable Collections removed, groupings should have a logical basisโaddressing one use case or representing one vertical.
The same principles are carried forward into Brand Story, comparison charts, or Brand Collections โ using a clear theme, grouping products on defensible relationships, mobile-friendly content, removing unavailable items, and limiting choice friction. A large catalog feels safe, but does not justify showing every SKU at once.
You can review current Amazon A+ Content examples to get inspiration. Keep any Shoppable Collections screenshot only when it's dated and labeled as โretiredโ; otherwise, do not keep it.
How Salesduo Can Help Replace Outdated Shoppable Collections Content
SalesDuo can audit the impacted ASINs to identify gaps in the โFrom the brandโ experience, then recommend ways to resurface the content within the current Amazon tools. Our Amazon creative services can assist with catalog mapping, content creation, mobile testing, design, implementation, and measurement; even without the beta being an active feature.
If your brandโs catalog relies on older Brand Story or A+ Content assets, SalesDuo can audit the affected ASINs, identify the current merchandising opportunities, and implement a consistent mobile/desktop experience across PDPs, Brand Story, and Brand Store.
Frequently Asked Questions About Amazon Shoppable Collections
1. Are Amazon Shoppable Collections still available?
Shoppable Collections beta was discontinued on February 27, 2026, ending the separate creation option and PDP module. Current plans can only use the available content types.
2. What replaced Amazon Shoppable Collections?
According to Amazonโs in-product notification, Brand Story was reinstated to its former place. Other merchandising goals may be addressed via the current A+ Content, such as shoppable comparison charts.
3. Is Brand Story the same thing as Shoppable Collections?
Although Brand Story appears in the same โFrom the brandโ area as Shoppable Collections, it offers an entirely different set of tools and functions.
4. Are Amazon Store product collections the same feature?
They are two different features. Brand Store collections organize larger product groups and appear within the Store, while Shoppable Collections were a beta product-detail page feature that was retired in early 2026.
5. What happened to the uploaded images?
Amazonโs retirement notice said uploaded Shoppable Collections images were expected to remain in the A+ media library. Verify the assetโs availability in the relevant account(s), as access and permissions may also impact visibility.
6. Can I still use shoppable comparison charts?
Using comparison charts is subject to account eligibility and content-type availability. Shoppable comparison charts are generally available within Basic A+, while shoppable content modules are reserved for Premium A+.
7. Should older Shoppable Collections screenshots be removed?
Removal is not necessary; however, keep them only when they have a clear historical use. In that case, add a date and a โretired betaโ label, and remove any misleading information.
8. How should brands measure the replacement experience?
This can be done by tracking conversions, product clicks, Store engagement, and catalog discovery rates along with other relevant metrics. Focus on comparing equivalent periods.
About the Author
Meet Paulami Karmakar, Creative and Content Team Lead at SalesDuo, driving strategy for AI-powered Amazon tools. With a passion for innovation and a commitment to excellence, Paulami consistently creates customized strategies that achieve measurable success. Outside of her work, she finds joy in painting, handicrafts, yoga, and music.
