Variations (also known as parent-child relationships) are sets of products that are related to one another in terms of Size, Color, Flavor, etc. Good variation relationship listings allow buyers to compare and choose products based on different attributes such as size, colour, or other characteristics from the available options on a single product detail page. For example, a customer searching for a short sleeved T-shirt might click on a product detail page for a T-shirt that comes in three sizes (Small, Medium, and Large), and three colours (Blue, Red, Black). Rather than having to browse separate pages for each colour and size, the customer can select the preferred size, and choose the colour from the three available colour variations on the same page.
Examples of good variation families are:
Here is an example of how a variation appears to customers:
There are three components to a parent-child relationship:
The listing displayed only in the Seller Central’s search results. Amazon catalogue uses the parent listing to establish relationships between the child products. Amazon catalogue uses the parent listing to establish relationships between the child products. For example, if 2 shirts have the same parent, then they are related and are considered child products.
The child product is an instance of the parent product. You can have multiple child products that are all related to one parent product. Each child varies in some way, for example, by size, colour, etc.
The variation theme defines how related products differ from each other. Depending on the category chosen to list your products, variation themes also vary. For example, in the Clothing, Accessories & Luggage category, child products can differ from each other by size or colour; ; and child listings in Pet Supplies category can differ in flavour, scent, quantity, etc.
The following examples illustrate relationship listings in different product categories:
Not every category supports parent-child relationships, and not every variation is appropriate for a parent-child relationship. If an appropriate variation theme exists for your products, you must include your products in a parent-child relationship.
The Beauty category supports colour variations because products do not fundamentally change due to the variation in colour. Since the variation for colour exists within the Beauty category, you must establish a parent-child relationship for each color variation of your lipstick product inventory so long as no other feature (such as brand) is different between the products.
The Beauty category does not support fragrance variations because in certain circumstances the product, such as perfumes, will be fundamentally different even if all other attributes are the same. Due to the unavailability of the fragrance variation, lotions that are otherwise the same but vary by fragrance would not use parent-child relationships.
Not all related products are valid variations. The following questions can help you to determine whether certain products are valid variations:
Amazon has historically used variations to surface Bundles. A bundle is a group of complementary items that a customer buys together, sometimes at a discount. An example of a bundle is a camera, camera bag and an SD card. While a bundle that includes the camera is not a true variation of the camera, customers expect to see available camera bundles on the camera’s detail page and often prefer, as a matter of convenience, to buy the bundle containing the camera instead of buying each item separately.
Bundles are not considered valid variations. However, they are currently allowed until an updated shopping experience is launched, that will allow bundles to co-exist with variations in a way that highlights the strengths of each product.
Bundles are allowed if they meet the following criteria:
Amazon may remove products that do not correctly use established variation themes. To learn how to list parent and child products, see Create parent-child relationships.