Why Variations Matter

Variation, or parent-child, relationships – similar versions of an item displayed on a single listing page – are designed to help customers find products more quickly and help them easily compare different versions of items. But are they really worth it? Absolutely!

Variations can be a powerful way to improve your catalog. Among their many benefits is their ability to significantly improve the customer experience as well as your products’ presence within Amazon’s search algorithm. With all versions of an item on a single page, purchasers spend less time and effort clicking back out to search results, reducing the effort required to buy the desired item. They see all versions at once, making it easier to compare and choose what best fits their needs. And they can see all the relevant items, whereas before – even if one item was on page one of search results – other versions may have been several pages in, where few consumers venture. From an Amazon algorithmic standpoint, every item reaps the benefits of every other. Amazon applies data from all the variants to each individual child, which significantly amplifying the power and weight of your listings. Perhaps the best example of this is in regards to reviews. If you have three items with five reviews apiece, listing them as children of a common parent will make each one will appear as though it has 15 reviews. This is an especially advantageous situation for new or struggling products with limited purchase history.

If your items lend themselves to the format, variations can yield a better experience for Amazon shoppers, translating into improved sales and conversions – one more way to keep your listings in top shape!

Tiger Paton

Tiger Paton is the Creative Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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