A brand new Amazon seller feature is available for a limited time only to trial on select accounts; Complementary Product Sets.
What’s the latest Amazon seller feature?
Select businesses can now create “Complementary Product Sets” on their accounts. This involves choosing 2 or more products that work well together to be featured on product pages. It’s very similar to creating a bundle deal. However, in this instance, no discounts seem to be a requirement or option as the module pulls in the pricing from ASIN. Once selected, those products will compete to be displayed in a new section similar to ‘Frequently bought together’. The feature is another perk for those who are in the Brand Registry.
How will this new feature help my business?
This is a phenomenal way to improve how you show complementary products within your catalogue. Customers like to shop with minimal effort and fuss. Putting your products in front of them improves your chances of cross-selling, a great way to help increase AOV (average order value).
Here’s a great example. If you owned a makeup brand, you could pair products that help customers complete a step-by-step makeup process.
Another example is a simple module with a maximum of 3 placements (minimum 2). This is similar to what “Frequently bought together” looks like and doesn’t allow you to show additional creative elements as the images are synced via the ASIN. However, you can at least change the title of the module to reflect the products selected.
Where will the Complementary Product Sets be placed?
The complementary product set will be displayed under ‘Shop the brand collection’. It’s a new section that will be placed on the product detail page where bundles-type features are usually shown (e.g., Frequently bought together, Buy it with, etc.). The content won’t have a fixed placement but will compete with these other features. It’s all about being relevant to the customer’s shopping mission.
How can I trial the new feature?
Unfortunately, it’s only available to select businesses at the moment and can be found in the A+ Content Manager. It’s also only available for the next 5 weeks. The short window means you have a limited time to try the feature. So, you might as well use it whilst it’s free and gather data from the results!
There isn’t an Amazon announcement to speak of, so we’re currently trialling it ourselves to see what results it produces and the visibility it yields.
It’s yet to be determined whether it goes any further than this time frame, but we’ll keep you posted on our findings in our blog.