Product Itemizing Variations on Amazon | Ideas for Sellers – AMZ Advisers


The primary purpose of product itemizing variations on Amazon is to supply buyers with quite a lot of shopping for choices in a single itemizing. Let’s needless to say on-line customers need selections. They don’t need solely a product, however their alternative of a product.

Whereas some might need a medium-sized purple shirt, others will desire the black, XL-sized choice. Extra probably than not, with out merchandise choices, customers will quickly depart your listings and go to the Amazon vendor that provides what they want. 

So, why not give all of them shopping for selections in a single product itemizing?

On this article, you’ll learn to add engaging variation listings on Amazon. Additionally, you’ll additionally discover some nice tricks to increase conversions and drive gross sales.

Let’s dive proper in!

What’s a Variation Relationship Itemizing?

Amazon variation relationships ship a number of promoting choices in a single itemizing. The function is also called “parent-child listings.”

Product Listing Variations on Amazon

Listed here are a number of explanation why Amazon sellers might use itemizing variations:

  • They carry very comparable product presents
  • An merchandise has a couple of sort or variation
  • Merchandise range in a number of, however particular options
  • Associated listings might share one title and outline
  • Consumers look forward to finding the associated objects in a single itemizing
  • Associated listings might share one title and outline

Consider a pair of footwear that includes totally different sizes and colours. It’d be fairly impractical to create a list for every shoe measurement and coloration. Sellers could make issues easy with variation listings. 

That approach prospects don’t should shuttle by a number of listings. Somewhat, they’ll select their supreme shoe measurement and coloration on the identical product web page.


Amazon Variation Itemizing Anatomy

Variation listings are constructed of three key parts:

  1. Mother or father ASIN. The primary product itemizing that homes all merchandise variations. It’s a non-buyable entity, which Amazon makes use of to catalog variations in a single itemizing.
  2. Little one ASINs. Completely different cases associated to the guardian ASIN. Every has a selected distinction within the product itemizing. For instance: coloration, measurement, taste, form, and so forth.
  3. Variation Theme. States the distinction between associated merchandise. Due to this fact, it appraises merchandise variations (measurement, coloration, and so on.) to separate the kid ASINs from each other.

Right here’s an instance of how variations seem to buyers:

variation listing example

Picture supply: Vendor Central

How Can Sellers Advantages from Product Itemizing Variations on Amazon?

Many sellers depend on itemizing variations to enhance buyer expertise. However that isn’t the one perk of utilizing itemizing variations on Amazon.

Listed here are a number of of one of the best benefits sellers can reap from this function:

  • Improved visibility. Manufacturers can merge low-selling merchandise as youngster ASINS to a high-performing itemizing. It is a nice technique to enhance merchandise discovery and gross sales.
  • Drive conversions. Give customers all of the choices they want on the prime of the web page. Such listings maintain the consumer’s consideration, and away from the competitors.
  • Mixed product evaluations. All youngster itemizing evaluations will seem on the guardian ASIN web page. So, you possibly can accumulate optimistic evaluations from totally different variations to extend gross sales.
  • Increase natural rating. Product scores are additionally cumulative. Due to this fact, each optimistic sale from a baby ASIN will increase the guardian itemizing’s search rank.

Easy methods to Create Variation Relationship Listings?

You may create Amazon variation listings on the Vendor Central. Listed here are the steps to do it:

  1. Open the “Stock” tab and select “Add Merchandise by way of Add.”
  2. Obtain the right inventory file template. Right here, create youth parent-child SKUs.

Remember that the guardian product ought to embrace the next knowledge:

  • All values for required fields. As an illustration: product title, model, producer, and SKU.
  • Depart the “Mother or father SKU” subject clean.
  • Submit a ‘guardian’ worth in “Parentage”, and a legitimate worth in “Variation Theme.”
  • Depart the “Relationship Sort” and non-required fields clean.

Now, enter the values for every youngster ASIN:

  • Fill in all required fields.
  • Submit the guardian SKUs worth within the “Mother or father SKU” fields. It needs to be the identical for all youngster merchandise.
  • Submit a ‘youngster’ worth in “Parentage”, and ‘variation’ in “Relationship Sort.”
  • Enter the variation worth used for the guardian ASIN in “Variation Theme”. This would be the similar for all youngster objects. 
  • Write every other values within the elective fields.

When you’re completed, add the template to Vendor Central.

Relationship listings in numerous classes:

variation relationship listing example seller central

Picture supply: Seller Central

Amazon Variation Wizard

Sellers can even use the Amazon Variation Wizard to ease up the method. This device makes use of inventory file templates to create parent-child listings in bulk.

You may entry the variation wizard on Vendor Central.

Variation Wizard

Right here’s how to take action:

  1. Go to the “Stock” tab and choose “Add a Product.”
  2. Select the “Add a Variation utilizing Variation Wizard” choice.

The method is similar to the ‘handbook’ strategy to creating variations. Nevertheless, the variation wizard automates the method, making it simpler for sellers to create variation listings.

  1. Obtain the right class template from Amazon’s Product Classifier.
  2. Create guardian and youngster SKUs within the stock template.
  3. Submit the next knowledge for the guardian product:
    1. Enter SKU and key values for required fields.
    2. Depart the “Mother or father SKU” subject clean.
    3. Enter a ‘guardian’ worth in “Parentage”, and a legitimate worth in “Variation Theme.”
    4. Depart the “Relationship Sort” subject clean.
  4. Add the required knowledge for every youngster ASIN:
    1. Enter the required values on every subject.
    2. Use the guardian SKUs worth to fill the “Mother or father SKU” fields. It needs to be the identical for all youngster merchandise.
    3. Submit a ‘youngster’ worth in “Parentage”, and ‘variation’ in “Relationship Sort.”
    4. Enter the variation worth used for the guardian ASIN in “Variation Theme”. This would be the similar for all youngster objects. 

Greatest Practices for Amazon Variations

Showcasing Amazon variations will not be as simple because it appears. There’s a superb steadiness between too many or too few selections.

Let’s take a look at some key tricks to take advantage of your product variations on Amazon.

  • Create focal factors. Make the best-rated product the main focus of your itemizing. In the long run, this may appeal to extra customers who’ll then see your youngster ASINs.
  • Work in your content material. Modify variation descriptions if needed. Perhaps it’s one bullet level, and even one phrase. The purpose is to make sure that every variation delivers sincere data to prospects.
  • Use clear visuals. Add high-quality photos that show the product’s variations. Go along with high-quality images, and present prospects the perks of every variation.
  • Enhanced Model Content material. Variations with totally different themes might profit from Amazon A+ content material. You may create particular A+ pages for every variation. This can increase your content material, and cater listings to many tastes.
  • Monitor your listings. Preserve observe of variation efficiency in vendor central. If gross sales stay stale, maybe it’s finest to change again to conventional listings.

What To not Do in a Variation Relationship Itemizing

We will’t stress sufficient how essential it’s to know what to keep away from in a variation itemizing.

Right here’s what you mustn’t do:

  • Variation manipulation. Some sellers have been recognized to govern variations. They use them to spice up gross sales on brand-new objects, or to extend evaluations for unrelated merchandise. Amazon will take away your listings in case you don’t observe its variation policy compliance.
  • Itemizing unrelated merchandise collectively. For instance, don’t provide a transportable charger with a charging cable. Sure, they’re associated objects, however they aren’t the identical product.
  • Use variation themes correctly. In case you create a coloration and measurement variation, don’t add an unrelated theme to your itemizing. {The marketplace} might take into account that complicated, and even deceptive.
  • Keep away from poor-rated merchandise variations. Merging poor-rated objects with high-rating objects is in opposition to Amazon’s insurance policies. will solely scale back the itemizing’s ranking.
  • Make it easy. Variations have to be simple to navigate, and clearly totally different from one another. Be sure every variation states the product distinction with clear photos and descriptions.
  • Don’t overdo it. Keep away from utilizing a number of variation themes. Preserve a clear itemizing that doesn’t frustrate customers with extreme selections.

Remaining Ideas

The methods we reviewed will assist you take advantage of your parent-child ASINs; just because variation listings are the easiest way to showcase associated merchandise.

Have a look at it this fashion: you’ll simplify purchasing for prospects, and maintain them in your gross sales funnel. However, there’s extra advantages you’ll reap from Amazon variation listings:

  • Enhance model visibility
  • Increase your ROI
  • Scale up within the search ranks
  • Drive gross sales and income
  • Enhance consumer conversions

Because of variations, prospects will discover what they want in your listings. No extra lengthy and sluggish searches! Plus, you’ll promote extra inventory, and increase your model consciousness within the market.


Esteban Muñoz is an website positioning copywriter at AMZ Advisers, with a number of years’ expertise in digital advertising and marketing and e-commerce. Esteban and the AMZ Advisers staff have been in a position to obtain unbelievable progress on the Amazon platform for his or her purchasers by optimizing and managing their accounts and creating in-depth content material advertising and marketing methods.