Variations vs. stand-alone ASINs
Dear fellow sellers,
I would like your advice on variations vs. stand-alone ASINs, with the ultimate purpose being to sell as much as possible.
I am going to introduce new products and I’d like to have your opinion on stand-alone listing vs child variations. The products are different from one another (not just different size or colour), but they are also related and can be considered part of a set (I have seen other sellers sell similar products as variations and also as stand-alone ASINs, so now it’s a question of which way generates the most sales).
Here are my thoughts:
Option 1)
Child variations would allow me to make all sales on 1 single listing, which would:
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Make that listing go up in organic search results thanks to sales velocity.
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Aggregate all reviews so potentially improve conversion.
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And it would be good for customer experience, they’d be able to see all different models on a single page, and potentially even cross-sell.
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The problem is that only 1 ASIN would be visible in search results. Besides the main variation, all other variations would not be visible unless the customer clicks on the main ASIN, then once on the listing page clicks on the variations.
For example if people search for “cleaver” or “paring knife” they’d only see the main variation (chef knife) in the search results, and therefore would be less likely to click on it since there is no indication that this listing will have a cleaver or paring knife variation.
Option 2)
On the other hand, having 1 listing per ASIN would have its advantages :
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More products = more visibility in search results (but not ranked higher in the results).
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When customers look for a specific product, they would see that specific product in the search results, instead of only being able to see the “main” variation in the search results.
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Make better use of Amazon Launchpad. With Launchpad all promotions (Lightning Deals and 7-day deals) are free, and they are limited to 2 promotions per month per ASIN. If I have 6 standalone ASINs I can run 2 x 6 = 12 promotions/month, vs. only 2/month if all 6 ASINs are variations of the same parent ASIN.
Thank you very much for your advice!
