Variations allow related products on the same product detail page. You can see variations being used in almost every category on Amazon. Examples of variations you might see on Amazon are:
Variations can be an essential part of your overall Amazon SEO optimization strategy. The reason for this is that variations have some specific benefits, including:
Before you add product variations, it’s important to understand how they’re set up in a listing. Below, you can see a simple view of how a listing is structured with two variations – flavor and size. Here is the breakdown:
If you have any products that have been buried deep down in the search results, variating them is one way to make them more visible. Pairing low performing products with those that perform higher will help them become more discoverable to potential buyers in the marketplace.
Variated products in a listing increase the amount of time you keep a shopper’s attention. For example, if a red blender is the only option on a listing because you’ve separated other colors into their listings, a customer may not like that option for their kitchen and bounce off your listing. Back in the search results, they may choose a competitor’s product instead of another of your listings. If you can keep customers on the page longer by using variations, it increases the chances of a customer converting on your listing.
Increased sales on Amazon is the gift that keeps on giving. When you boost visibility with variations and improve conversions, it helps your listings succeed with the Amazon search algorithm, encourages more reviews, and ultimately enhances your marketplace presence across the board.