Leverage Shoppable Collections for Product Discovery This Holiday Season
Amazon rolled out Shoppable Collections in September 2025, replacing the Brand Story module and opening up a new way to surface product ranges in one curated, visually driven space.
With holiday season now underway and mobile traffic climbing, the format is stepping into a more decisive role than it held before. What once felt like a nice-to-have has quietly become one of the first things shoppers see when they land on a PDP via their phones.
This shift in visibility might just change how product discovery happens during the busiest sales period of the year.
Shoppable Collections Take the Lead on Mobile
On mobile, Shoppable Collections appear before the A+ content, effectively taking over the space that traditionally introduced the product story. A+ remains visible on desktop, but on mobile it moves down the page, meaning the first impression increasingly rests in the hands of the Collection. As mobile visits continue to rise, the piece of content that occupies this position gains disproportionate influence over browsing behavior.
This new front-of-house placement has immediate consequences as holiday deal activity ramps up. Collections feature carousels, tagged assets and up to three autoplay videos, allowing entire seasonal assortments to be showcased in one glance. The format works particularly well during deal periods, as it lets shoppers move quickly across a full range rather than navigating item by item.
That speed matters during the holiday season, when shoppers compare options in seconds and rarely scroll far before deciding where to click next.
On mobile, Shoppable Collections take the lead, replacing A+ content as the first thing shoppers see. This is vital during busy periods like the holidays. It’s all about directing traffic quickly and seamlessly to the brand store.
A New Pathway to the Brand Store
Another upside of Shoppable Collections is the traffic they can drive toward the brand store.
Since store KPIs already exist, Collections offer a rare Amazon feature that helps teams answer a simple question: “Did the store pick up momentum after we activated this?” That clarity is welcome, particularly when so many other on-page modules lack measurable feedback loops. It also highlights why curated Collections resonate – they guide shoppers into broader product spaces with minimal friction.
There are operational realities, too. Implementing a Collection requires choosing the ASINs manually; nothing populates automatically, even during deal events. While the advantage is full creative control, the challenge is staying on top of assortments that may change daily busy periods like the holiday season.
Turning Collections Into Holiday Discovery Engines
Shoppable Collections’ ability to spotlight entire assortments and measurable impact on brand-store traffic make them a practical tool for capturing attention when the stakes are highest.
For those already using the feature, December offers a clear opportunity to refine it. For those still weighing how to approach it, this is exactly the moment when thoughtful implementation can make a noticeable difference.
Front Row continues to track the rollout closely, helping clients turn these Collections into genuine discovery engines for the peak season.