Learn how to create a variation listing on Amazon Vendor Central

More than 197 million people around the world get on their devices every month to visit Amazon.com. That’s more than Russia’s total population! [Bigcommerce]

With almost three decades of establishment, Amazon has indeed become the leader of the pack of eCommerce marketplaces. More so, its elite invitation-only sub-platform- Amazon Vendor Central – provides better, more profitable opportunities to manufacturers and brand owners. However, to maximize your selling potential and stand out among the competition, it’s crucial to leverage all the features provided by Amazon Vendor Central effectively. One such powerful feature is adding variations to your product listings. 

Creating variation listings on Amazon Vendor Central – The process

Before you create variation listings on Amazon, it is crucial to understand which product categories are eligible for variation listings. Some of them are:

• Pet Supplies
• Toys & Games
• Sports & Outdoors
• Grocery
• Health & Beauty
• Clothing
• Accessories & Shoes
• Collectibles & Art
• Trading Cards

To see a full list of the product categories you can consult Amazon’s vendor help center.

Now that we know the categories that are eligible for Amazon variation listings, let’s discuss the process to create a variation listing on Amazon Vendor Central. 

Step 1: Log in to your account on Amazon Vendor Central.

Step 2: Go to the ‘Support’ section. Search for the ‘Contact Us’ option.

Step 3: Choose ‘Manage My Catalog’ available under the contact section.

Step 4: Choose the ‘Product Linking’ option from the dropdown menu.

Step 5: Download the ‘Variations Spreadsheet’ provided on the ‘Product Linking’ page. 

Step 6: Open the downloaded sheet and locate the ‘Variation Request’ sheet. 

Step 7: Fill in the first column with your product’s variation group numbers. ‘P’ stands for the parent item, while ‘C’ stands for the child item. If necessary, provide a blank row between every variant group.

Step 8: Complete the spreadsheet’s ASINs, Titles, and Brand Names columns correctly.

Step 9: If the ASIN is a member of another variation group, tick the box next to “Yes” in the “Already in another variation?” column. If not, write “No.”

Step 10: In the ‘Variation Theme’ column, add the names of the variation themes that will help distinguish the child ASINs within each family. There is a limit of two variation theme names per family (the second one is optional). For information on variation themes supported by Amazon, see the ‘Variation Themes’ sheet in the same spreadsheet.

Step 11: In the following three columns, list the titles of each item in STYLE, SIZE, and COLOR, as these are frequently used as variation themes. Adapt these columns to your particular product’s characteristics.

Step 12: Based on the details of your product, fill in the remaining ‘REQUIRED’ fields in the spreadsheet.

Step 13: Go back to the support page where you downloaded the variation spreadsheet template after completing it.

Step 14: To start a new case, click “Send an Email.” For the email’s subject, use something like “Need support to create a new variation.”

Step 15: Verify that the necessary spreadsheet is attached by checking the box. Include the variation spreadsheet filled out with the email.

Step 16: Clearly state in the email body that you require assistance from the support staff in order to develop the necessary variation. Give them any further information they would need to understand your request.

Step 17: Press ‘Submit’ to submit the email to the vendor support team.

Step 18: The support staff will handle your request and provide the variation for you within 48 to 72 hours.

Step 19: To see the newly produced variation after the allotted period, check the Amazon Vendor Central detail page for your product.

Benefits of creating variation listings on Amazon Vendor Central 

There are numerous benefits of creating variation listings on Amazon Vendor Central. 

• Increased product visibility

With variation listings, you may group together various product variations, such size, color, or style, on a single product description page. This coordinated strategy raises the visibility of your product in Amazon’s search results, making it simpler for customers to locate and investigate various possibilities within your product range.

• Simplified product management

Vendor Central management is a muli-tier process, involving numerous elements. Variation listings eases it to some degree by eliminating the need to create and monitor separate listings for each product variation. In the long term, you may save a lot of time and work by quickly adding or removing product options, updating inventory levels, and changing prices.

• Better customer experience

By placing all of the options on one page, you give customers a convenient and straightforward browsing experience. Higher customer satisfaction and lower cart abandonment rates result from customers’ ability to quickly compare alternatives and make knowledgeable purchasing decisions.

• Higher conversion rates

Variation listings frequently result in higher conversion rates thanks to better product management, greater visibility, and an enhanced browsing experience. Customers are more likely to finish their purchase when they can locate everything they need in one location, which increases sales and revenue for your company.

• Better Buy Box chances:

Amazon’s Buy Box is a highly sought-after area that has a big impact on sales. Since the platform takes into account overall sales performance, pricing, and customer satisfaction when choosing the seller to feature in this prominent position, variation listings with various product alternatives have a higher chance of obtaining the Buy Box.

• Reduced advertising costs

By boosting your variation listings, you can showcase several products in one ad, maximizing the effect of your advertising budget. Advertising costs could be cut while still reaching a broader demographic with a range of tastes and choices.

• Improved SEO ranking

Variation listings compile the sales information and performance indicators of all accessible product versions under a single parent ASIN. The aggregated statistics may help your product’s SEO ranking, which could increase organic traffic and visibility.

• Streamlined product reviews

By combining reviews for all product variations, you can raise the total review score of your listing because each favorable review from one variation raises the score of the parent ASIN. This improved reputation may draw more clients and increase sales.

Tips for creating Amazon variation listings 

• Optimize product titles: 

Create meaningful and keyword-rich product titles to maximize sales of your variation items. Make sure the title emphasizes the distinctive qualities of each variation. 

• Create informative bullet points:

Emphasize the salient characteristics and advantages of each variant in the bullet points. Customers should be able to quickly and easily distinguish between the variances. 

• Compelling product descriptions: 

Product descriptions should be interesting and informational, but you must also highlight the specifics, materials, sizes, and any other pertinent information for the variations. 

• High-quality images: 

Include high-resolution pictures that depict each variation from different angles so the customers can make an informed decision. 

• Correct categorization:

Make sure that every variant is properly classified in order to show up in pertinent search results and reach the intended audience.

• Monitor performance metrics: 

Review performance numbers for your variation listings on a regular basis. Determine which versions are working well and which may require improvement. 

• Use advertising and promotions: 

To market your variation listings, think about implementing Amazon advertising campaigns. To increase traffic and sales, target relevant audiences and keywords. 

• Pricing that is competitive: 

Maintain pricing parity across all versions. While considering the distinctive qualities of the variations, price your products competitively.

• Consult with Amazon Vendor Central experts: 

If you need expert support to improve the impact and ROI of product variation listings, consider Amazon Vendor Central consulting. This will give you access to insightful advice and best practices to amplify the visibility of your products.

Wrapping up

Amazon listing variations stand out as a powerful instrument that not only accommodates a wide range of customer preferences but also considerably improves the whole buying experience. It creates opportunities for a competitive edge in the market by enabling sellers to provide a variety of options under a single product listing. 

However, success in utilizing listing variations strongly depends on supplying precise and succinct details about each variant and making sure of appropriate inventory management. Adopting this strategy promotes customer delight and loyalty as well as helps sellers, ultimately aiding in the expansion and success of companies in the fast-paced world of eCommerce.

Author Bio:

Jessica Campbell is an eCommerce consultant and content strategist. She has published over 2000 articles & informative write-ups about eCommerce & Amazon marketplace solutions covering Amazon listing optimization, Amazon product description writing services, Amazon SEO & marketing, Amazon store setup, and Amazon product data entry. Her well-researched and valuable write-ups have helped thousands of businesses uncover rich insights, strengthen their business processes, and stay afloat amidst the rising competition.