Amazon Tests Complementary Product Sets to Replace 'Frequently Bought Together'

Amazon's Complementary Product Sets is a new A+ module tested for 5 weeks in April. It allows sellers to have more control over what products are displayed on their product detail pages (PDP). This feature is designed to address the controversy surrounding 'Frequently Bought Together,' which often surfaces Sponsored Products.

Complementary Product Sets can be used to upsell customers on additional products, thereby increasing the Average Order Value (AOV). For example, a skincare or supplements brand can use this feature to recommend additional products that complete a customer's routine. Unlike bundle deals, no discount is required, making it a flexible option for brands.

Complementary Product Sets is considered a good alternative to 'Frequently Bought Together' because it gives sellers more control over the products displayed on their PDP. This addresses the controversy of 'Frequently Bought Together' surfacing Sponsored Products, which may not always be relevant or beneficial to the seller.