How to research Amazon variations? | FREE Amazon FBA Course | Module 8

Hi everyone! Welcome back to our Seller Assistant Academy.

In this module, we will together learn how to research variations and choose the best-selling ones.

Let’s go!

What are Amazon variations?

Amazon variations are different attributes of the same products such as size, color, style, etc. grouped under one listing.

Amazon variations

The ASIN collecting all variations together is called «parent», while all variations are called «children». They are sub-listings grouped under parent ASIN and all have different ASINs. The attributes that distinguish one variation from another are called «variation themes».

If you are going to sell a product with variations or one of the variations that sell the best, you must make sure it is listed according to Amazon’s rules. Amazon is very strict about variations, and if the variation violates the rules, Amazon will deactivate it.

Amazon variations

You can find more information about Amazon variations in the link on the video description.

What are «good» and «bad» variations

When you check variations for compliance with Amazon’s rules or add your own variation to the listing, you must remember several things.

What are «good» and «bad» variations

First, variations must be different kinds of the same thing. For instance, in the Apparel category variation themes can vary by size and color (“SizeName-ColorName” variation theme). They must not be different things that can be sold together, like a knife and a fork.

Second, if the product type allows variations, it has approved variation themes. The used variation theme must be approved for the product type.

Third, Amazon doesn’t allow to create or use variations if the set of 2 items is priced higher than the sum of the two separate products (a set of a $10 red mug and a $10 blue mug can’t cost $30).

«Good» and «bad» variation examples

Correct variation example

Parent Product: Lucky Brand Men's Venice Burnout Notch Neck Tee Shirt

Child Product 1: Men's Venice Burnout Notch Neck Tee Shirt - Color: Monaco Blue

Child Product 2: Men's Venice Burnout Notch Neck Tee Shirt - Color: Laurel Wreath

In this example, the variations are correct because they are basically the same (Men's Venice Burnout Notch Neck Tee Shirts) and vary only in color.

«Good» and «bad» variation examples

Incorrect variation example

Parent Product: Mixology Bartender Kit: 10-Piece Bar Tool Set

Child Product 1: Set of 10

Child Product 2: Cooper

In this example, the variation family includes products of different types and purposes. This violates Amazon’s guidelines because variation families must consist of similar products.

How to analyze variations?

When you research variations, your main task is to find the best-selling one. That is because not all variations sell equally well. Some variations don’t sell at all, and you can lose money on them.

Why can it be difficult to identify the best-selling variation?

Typically, when you want to determine how well the product sells on Amazon, you use BSR (and look in Seller Assistant how many items you can potentially sell based on BSR).

Why can it be difficult to identify the best-selling variation?

When a product has variations, the problem is that BSR is calculated for the whole family, not for each individual variation. Moreover, as a rule, Keepa charts are the same for all variations.

Typical mistakes when selling variations

The first typical mistake we discussed earlier. That is, adding incorrect variation to the wrong family (and listing). Variations must be essentially the same, just differ by minor attributes.

First typical mistake

The second typical mistake is when you incorrectly estimate the potential sales of the variation.

For example, you can find products that sell very well where Amazon sells one of the variations. Such products typically have low BSR (have good sales). Because BSR is shared by all variations, Amazon takes the biggest share. Sellers who don’t know that, try and sell another variation of that item, which is not sold by Amazon. Often they fail with their sales because Amazon has already determined which variation is the best seller.

Second typical mistake

How to select best-selling variations?

To find out which variation is a best-seller, you can use the rating count. The best-seller will have the highest number of ratings and the biggest rating share.

How to select best-selling variations?

The only exception is if the variation was listed recently and hasn’t gained ratings yet. However, it is risky to resell such products anyway, because any listing with a sales history of less than half a year doesn’t give you enough data for research.

How to quickly see the best-selling variations?

You can do that with Seller Assistant’s Variation Viewer. This convenient feature lets you quickly see all product variations and their ratings.

It shows all variations’ ASIN, image, price, rating count, total rating count and the share per variation. That helps select the most profitable variations by looking at those having the highest rating and share.

To use Variation Viewer, click the Parent in Seller Assistant.

That’s it for now.

In the next module, I will explain how to price your Amazon products.

Originally published at https://www.sellerassistant.app/blog/how-to-research-amazon-variations-free-amazon-fba-course-module-8