As a vendor, when you sell multiple forms of a single product (in different colors, sizes, etc.), you may not consider each as an individual listing, but a buyer will. For example, if they search for a Red Cap, while you have only listed your product as Cap, they might miss your listing. On the contrary, if you have listed separate production variations (Red Cap, Blue Cap, Pink Cap, etc.), the chances of a customer reaching your listing increases.
To address such issues and provide a better buying experience to customers, Amazon provides the feature to add and group different product variations in the listings. This feature allows sellers to target specific search terms and increase listing/brand awareness. It also provides buyers with various options, leading to higher customer satisfaction.
Let’s find out how Amazon product variations work, how to do it correctly, and what pitfalls to avoid. We shall also discuss the benefits if you hire Amazon Virtual assistants for creating and managing product variations on Amazon.
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What Is Amazon Product Variation?
Product variety improves your chances of conversions. However, if you have different variations of a product, creating separate product listings for each and managing them can be a daunting task. To ease the process, Amazon provides the facility to create and group different variations of a similar product and integrate the whole set in a single listing. This is called Amazon product variation.
It is important to understand the objective behind Amazon’s product variation feature, i.e., how it wants to facilitate its buyers’ expectations while minimizing touchpoints to create a shorter yet successful customer journey. There are three focal points to product variation defined:
- Parent product or base model: One of the models is classified as the base or parent ASIN. This will be the non-buyable entity, its purpose is to act as the base, and other child ASINs that are buyable will be regarded as its offsprings.
- Child products or secondary models: These are buyable models with variations. They are called child products and are different from the base model/parent product concerning color, size, shape, flavor, etc.
- Varying points: It defines the relationship between Parent and Child ASIN. Generally, one variation is allowed per listing, but depending on the product, you may get even more room for variations. For example, clothes may get double variation options like – size and color. You can check the ‘valid value’ section in the inventory file in your seller central account to check which relationship variations are permitted for your category.
The Need For Amazon Product Variations
This seller’s central feature aims to reduce confusion for consumers while selecting a product of choice. For instance, if you are a seller who has listed shoes in 8 sizes and four different colors, you might have to make 32 different listings for each product. This will create a dicey situation for buyers.
Creating product variations and grouping them in a single listing solves the problem. The main product is the parent model, and all variations come under it as a child. However, this should be noted that the base model isn’t available for selling. Instead, the child model is sold per the buyer’s choice of color and size.
But, Does Your Listing Need Product Variation?
Creating a variation is always preferable when the alternative creates many separate listings for products that only differ by one or two attributes. But, only the products that have significantly valid variations are expected to use this feature by Amazon.
Vendors also need to ensure that the listed products are fundamentally the same so they can share the same product title. Sellers can consider using it as the baseline, with differences only in a few specifications. The consumer’s point of view should also be considered. It should be noted if the buyers would like to find these products on the same page or prefer other listings (a query that can be easily solved with a bit of market research and customer analysis).
What Is Allowed In Product Variations?
Before you set up an Amazon product listing with variations, it will be better to understand what is permitted and not permitted on the platform. So let’s talk about the things that are allowed while utilizing this feature:
- Make sure to describe each child’s product in detail. Good descriptions will make the product more searchable per the buyer’s intent.
- Keep every variation family limited to 2000 Child ASINs as that’s the Amazon limit.
- Keep parent product title without variation value.
- Include respective variation values, like size and color in each child ASIN’s title
- List parent products without price and quantity.
- Add child ASINs only to variation families of the same product type and brand.
- Describe child product offers in parent products.
- Build relationships utilizing SKUs
What Is Not Allowed In Product Variations
Before sellers get onto listing products on Amazon’s seller central and use its variation feature, they should know the mistakes that are strictly not allowed.
- Creating variation families from different brands or product types.
- Using variation themes outside of the approved one in the valid value section.
- Using more than one product characteristic in variation attribute.
- Change in parent product’s detail page has led to mismatch with child ASIN.
- Changing parent or child product listing fundamentally differs from the original listing.
- Including a multi-pack variation in the listing that the manufacturer did not describe as a listed parent product.
- Listing child products that are not a valid variation of the parent product.
- Listing child ASINs that differ by more than one variation.
- Adding irrelevant information to product details might confuse buyers.
- Using too many disorganized themes or too many variation themes to a product category.
- Trying to affect search rank through variation manipulation for fewer searches on new products. Sellers sometimes try to leverage reviews on old products that are no longer on sale with the newly launched product. This is discouraged by Amazon.
- Trying to affect ranks by merging a product with fewer reviews with one with more.
The violation of Amazon’s variation policy might lead the marketplace to penalize you with temporary or permanent restrictions. So, it is crucial to understand each bit of variation policy beforehand.
Advantages of Product Variations
Amazon vendor central gives sellers the option of grouping product variations to help them leverage the following benefits:
Product variation can boost listing visibility, making it easier for a customer to find their specific product requirements. In addition, providing more buying options to the customer helps you get more leads and conversions.
Product variation is a good way to cover many search queries on a single listing. That can increase a listing’s preference in Amazon search rankings and ensure a better marketplace presence.
Due to the option of clubbing multiple variations, you can entice customers to spend more time on your eStore and explore more of your product range. This could inspire them to buy from you.
The low-lying products not often searched on Amazon can be grouped into product variations. This will increase their chances of getting more views and might also improve their sales.
Better Brand Image
As buyers find more variation in your eStore, it instills a sense of you being an established seller. This also helps in building trust. Additionally, the improved reach and sales can help lift your brand image.
To Wrap it Up
The secret behind Amazon’s success is the customer satisfaction it offers and the strict policies and regulations that enable it to achieve that goal. Product variation is one such feature; a fulfilling buyer experience is an idea at its core. However, creating product variations is not a magic tool guaranteed to work no matter what!
The online market giant expects the sellers to follow the same goal of being customer-first in their listings rather than trying to encash the customer traffic ruthlessly. To be a successful vendor and let Amazon’s traffic work wonders for you, the basic requirement has always been client satisfaction. Therefore to hit higher sales figures, follow Amazon’s golden rule – focus on clear and detailed listings that do not confuse visitors. On top of that, utilizing product variation to offer buyers more variety and ease will surely help you secure higher conversions and sales.