What is Amazon variation? Amazon variation review

Basic Introduction

On Amazon, if the attributes of the products you want to sell are basically the same, but there are differences in some attributes, such as different colors and sizes of the products, we can create variant products, that is, parent-child products with variant relationships. The parent product is the collective name of a series of variant products. It has no actual price and inventory and is a virtual product. The child product is a specific actual product with its own price and inventory. On the product details page, the price of the product is not displayed when the size and color are not selected. When the buyer selects a different color or size, the picture will change accordingly. When different sizes and colors are selected, the price and inventory of the product will change accordingly.

Instructions

Not all product categories on Amazon have variations. If "Variation" appears when the seller uploads the product, it means that this category supports variations. Variations may be single color variations, single size variations, mixed color and size dual variations, or multiple variations.

effect

1. Make it easier for sellers to manage products

On Amazon, products with variants have more attributes than those without variants, which will increase the product exposure to a certain extent, thereby increasing the ranking of the listing.

2. Increase the number of reviews for your listing

Variants can maximize all reviews of your product. For example, if your product has three colors, no matter which color the consumer buys, the reviews and information will be displayed on the same page. When sellers promote new products, they need reviews to improve conversion rates. At this time, they can quickly obtain a large number of reviews by merging listings.

3. Improve customer experience and increase customer stay time;

Traffic is an indispensable resource for a product. Variants can give consumers more choices and, to a certain extent, attract different consumers, bringing more traffic to the product. At the same time, variants can also increase the time consumers stay on the product page. With every additional second of browsing, the probability of purchase may increase a little.

4. Improve the ranking of listings.

Amazon will rank listings with variations better. If you have a product that has no variations, but other sellers have variations, Amazon will push the product page with variations to the front, because products with variations have more attributes than those without variations, which will increase the product's exposure to a certain extent. The ranking advantage will also increase the product's click-through rate.

5. One of the conditions for participating in the flash sale

Sufficient variations are one of the conditions for products to participate in Lightning Deals. If the regulations are met, sellers can create variation listings for the same product or similar product to help bring higher conversion rates.

6. Drain traffic for new listing promotion

If a newly created listing has no traffic, you can combine it with an old listing with high traffic to increase exposure by using the reviews of the old listing. Adding or reducing variants will not have a significant impact on the listing traffic.

Abuse variants include

1. Adding child products that are not true variations of the parent product. This includes adding incorrect variations to ASINs that have already been created.

2. Changing the product details page of the parent product so that it does not match the child product.

3. Different style product group variations in the same category. For example, if you create different style sub-variants for a T-shirt, it will be removed from the shelves.

4. Use a table to manually add attributes that did not originally exist as variant attributes.

5. Merge zombie listings to get reviews.

6. Put the new product line into the old variation group. Some sellers will put the new upgraded product into the variation group of the old product in the form of a sub-body. The purpose is also to take advantage of the ranking and reviews that have been obtained.

How to deal with product variants

1. Dissolve all the father-son relationships, and then use the form to bind your own relationship back;

2. Collect evidence and report it to Amazon, and let Amazon help you delete it.

References

• 1. What are Amazon variants? What are the benefits? : Sohu [cited on 2019-09-14T16:00:00.000Z]