If you are an Amazon seller or are thinking about becoming one, you will know that this Marketplace platform is full of information. Although it may seem a little overwhelming at first, the truth is that Amazon's terms and operation are not complicated. The only thing you have to do is start little by little and try to digest the concepts one by one and not all at once. In this article we are going to focus on a specific issue: Product Variations.
Product Variations or product variations on Amazon are those products that share a relationship and that vary in one or two aspects between them. This exists in all types of businesses, whether online or physical stores. Surely, you have ever gone to a sneaker store and seen the same model in several colors. The design, materials and technology is the same, the only thing that varies from one pair to another is the color. Well, that's what it's called father-son relationships in the e-commerce industry. On Amazon, this is defined as product variations or Product Variations.
In the example we have given of the sneakers, we have mentioned a variation, which is the color in this case. However, it is also true that of all these colors, there are sneakers in different sizes. The size of the foot constitutes another variant, so there would be a double variation. If, on the other hand, you were buying a pen at a stationery store, the only variant would be the color of the ink.
Products Variation Elements
- Parent article: the parent article is the one It is used to group child articles. That is, when it comes to buying the sneakers, they are all on the same shelf, sharing a section of the store. That shelf on which the sneakers are arranged is the parent article. It is not a product in itself, you can't buy it, its existence is merely practical. It is the product that will appear in Amazon results and through which you will be able to access the child articles.
- Child item: They are the different products that the seller gives you the option to buy. All of them share a common foundation, the only thing that varies is one aspect of its design or operation, or in the case of having a double variation, two aspects. It must be clarified that the child articles They are not similar products that fall into the same category. Under no circumstances would a child item be two sneakers of different models.
- The variant: The variant is what makes the products different. As we have said previously, not all differences between products in the same category are valid variants. First of all, all articles They must be from the same seller. Second, the differences between child items They should not change their essence or nature. That is, they must be the same, ignoring those superfluous differences.
What is the goal of Products Variation?
Think about each color of the shoe you like being in a different place in the store. You should write down the model or pick one by one to know what you are looking for and which one you like best. You would also have to go through the entire store to find out if there are more colors available that you are missing or if you have already seen them all. In short, the main objective of parent-child relationships is customer convenience. You do not need to open several pages at the same time or search on Amazon for possible variants of the product you want. From the same place, you will have all the options at your fingertips.
This way, if they want a t-shirt with a chest pocket, you as a seller can offer them all the colors in which you have said t-shirt, preventing them from leaving empty-handed because they haven't found the red one. Therefore, customer convenience will increase conversions.
Besides, will make your Amazon experience satisfying and make you want to come back. Possibly, the next time you visit the page you will buy from another seller, since this time you will not go for t-shirts, but for computers. However, having him come back is always beneficial for you.
Imagine that you have a business in a shopping center. The place does not have signs indicating the layout of the stores, it does not have air conditioning in summer and there are few bathrooms. You may sell women's clothing, but if a woman goes to buy some bath candles at another store and leaves with the memory of that experience, she will not visit the mall again. So if he ever wants to buy a coat, he won't do it at your store.
Are parent-child relationships mandatory?
It is important that you think that the shopping center in the previous example is Amazon. Like you, it is in the interest of the Jeff Bezos giant to provide a satisfactory user experience. This is the reason why parent-child relationships are mandatory in those products that support them. That is, in the beauty category of Amazon products there is a color variant. If you are going to sell several identical products that only differ in color, such as nail polish, you will need to establish a parent-child relationship.
On the other hand, also certain elements are prohibited as variants. As Amazon explains, in the same beauty category, the smell of perfumes cannot be considered a variant. This is because it is a feature that makes a big difference in said product.
Advantages of Product Variations
We have already explained that product variations streamline the purchasing process, making the customer live a comfortable and simple shopping experience. Beyond this, Product Variations offer you other benefits as a seller on Amazon.
First of all, for Amazon the protagonist is the client which, certainly, is what keeps it going. In this way, he will positively value the care you are offering him.
In addition, the positioning will also be affected by the number of reviews. When creating parent-child relationships, all reviews of child items go to the same tab. This way, if you have positive reviews, you will get great benefits.
On the other hand, if you want to promote your products with Amazon Ads, all you will have to do is promote a single product sheet. Thus, the investment will be less and the results will be the same.
Lastly, this practice is also very convenient for you as a seller, being able to have your products perfectly organized and thus optimize your time.
How to create Product Variations on Amazon
You already know what parent-child relationships are and all the advantages you can obtain by implementing them in your Amazon marketplace. Now, you are ready to know how to do it.
Access your Amazon account
The first thing you will have to do is log into your Amazon account and open the 'Inventory' tab, where you can find the 'Add a product' option. If said product is already listed on Amazon, write the ID in the search engine and select it. However, if it is new, click 'Create a new listing'.
Select the category
For this last option, you will have to select the product category. Remember that this step is very important and will significantly influence the positioning of the article. There are usually several valid categories when marking a product. When choosing the most appropriate one, look at the results pages that each one has. Depending on this number, the competition will be greater or less and, therefore, climbing may be more or less difficult.
Fill in the fields
Well, you have now chosen your category wisely. Now you must fill in the name of the article. For products that are already part of Amazon, only copy the title you already gave it. This title must be generic. Avoid titles like 'red, blue, purple, black waterproof Samsung watch strap'. Do not include information about the variants, just create a title made up of the keywords for which you want to position the product. It is also recommended that you include in the title the brand name and the main function of said product.
Likewise, you will have to indicate theproduct brand and manufacturer. You will see that the page indicates other fields as required, do not worry about this, you do not need to complete them.
Specify the variant
Go to the 'Variants' field and select the variables of your product, be it color, size or flavor. Depending on the category selected above, one or another will appear. Remember that you must be faithful to the theme of the variant. For example, if you are selling computers of different models, do not create a parent-child relationship with them by choosing the color as a variant.
Below, you will see a box with the specifications. In this section, if the variant is a size, you will have to indicate large, medium or small, or if it is a color, pink, blue and purple. When you have it, click on 'Add variants'.
Add the child items
Here there is three options depending on whether the child product is already part of your inventory or is new.
In the event that it is a product that does not exist on Amazon, you must add all the child products you have, entering the ASIN, price, quantity in stock and other important data. Once done, you will only have to enter the images and save the entire process.
In the event that you have a product for sale and want to add a variant, you will have to create the parent product, performing the same steps that we have explained to you. Introduces product variations, both the existing one and the new one. Once you have done this, when you go to complete the information for the child products, you will have to copy the ASIN of the already existing item in the variant that corresponds to it.
For example, if you had a red t-shirt for sale and now you want to add one of the same model in green, when filling out the information for both variants you will have to copy the ASIN of your red t-shirt in its variant. Also It is important that you add the SKU I already had that product. Don't forget this, since if you don't, Amazon will not understand that it is the same product, creating a new one that will compete with the old one.
Finally, you may have two unrelated products and you want unite them under the same parent article. The first steps are identical to those of the other two cases. The only difference is that, when it comes to entering variant information, you will have to copy the ASIN of both variants, not just one.
As you have seen, creating Product Variations is not complicated at all and, however, will bring many benefits to your marketplace on Amazon. Obey the platform's rules in this regard and you will see how your sales grow and how your work becomes easier, thanks to the organization. After all, parent-child relationships are just a way to simplify the purchase for the customer and the sale for the seller.