Why Amazon’s New Product Selector Could be a Game Changer for Brands

We spoke with Luke Marschark, Associate Creative Director at Front Row, to gain insights into Amazon’s new storefront feature, which we explore in this blog. 

Amazon has introduced the Product Selector tool — a new feature that could reshape how brands engage with shoppers. While this is still in beta and not widely available, this interactive quiz-style widget allows brands to guide customers toward the most relevant products based on their needs and preferences. For beauty, health and wellness, and CPG brands, this could represent a shift to more personalized and seamless shopping experiences. 

Marketplaces are all about removing friction for the buyer, and this new quiz-style feature could help lead shoppers to more tailored brand results. Here’s how the feature works, and why it could be a game changer for brands in 2025. 

What is Amazon’s New Product Selector Storefront Feature? 

Think of Product Selector as a shopping assistant within your Amazon Storefront. The Product Selector prompts customers to answer a short series of questions, and based on their responses, it curates a selection of products that best match their needs. Only products that fit the criteria set by the shopper’s responses are displayed, helping brands streamline product discovery and reduce purchase friction. 

Why This Matters for Beauty, Health, Wellness & CPG Brands

For years, only major players like L’Oréal had access to optimized product quizzes on Amazon. Now, with the Product Selector tool, more brands—though still limited in the beta phase—can leverage guided selling tactics to match customers with the right products.

Personalization is key in these categories, where shopping decisions often hinge on factors like skin type, hair concerns, wellness goals, or supplement preferences. Instead of leaving customers to sift through endless product listings, brands can now guide them toward tailored solutions, improving both engagement and conversion rates.

Customization: How Much Control Do Brands Have?

Amazon has provided some level of flexibility for brands to shape the Product Selector experience:

-Brands can craft custom questions and answers, helping them refine the shopping journey.

-Text descriptions can be adjusted, and the tool includes a selection of fonts, colors, and formatting options for a branded look.

-However, imagery is currently not supported in the beta version.

This means brands can align the quiz with their branding—but with limitations. As the feature evolves, we anticipate greater customization options, including richer visual elements that could further enhance the experience.

The Future of Amazon’s Personalized Shopping Features

With ecommerce becoming more competitive, brands that help customers find the right products faster will have a strong advantage. The Product Selector is a promising step toward interactive, AI-driven shopping experiences on Amazon. As the feature moves beyond beta, it’s likely that Amazon will refine its capabilities, potentially adding more advanced filtering, AI-powered recommendations, and deeper branding options.

For brands looking to stand out in crowded categories, staying ahead of these new tools will be crucial. If you have access to the Product Selector, it’s worth testing and optimizing to create a more engaging, conversion-driven storefront experience.

Want to leverage Amazon’s latest tools for your brand? At Front Row, we specialize in helping brands maximize their Amazon storefront potential. Contact us to learn how we can optimize your presence and drive more conversions through personalized shopping experiences.