Amazon Variations guide

The right way to create Amazon Variations

Table of Contents

What is Amazon Variation?

Amazon Variations is the simple option of listing a few items which differ in size, color, flavor, package size, and more – under a single product page.

The simple act of linking products under one listing page and distinguishing them by their characters helps to create more simplicity for your costumers, dismissing their need to go through dozens of product pages to find what they need, thus upgrading the overall customer experience.

Also, by creating order through your various products, customers will significantly appreciate the convenience and the variety of multiple choices you are providing them.

However, it is important to understand the risks and possible mistakes while creating a new variation on Amazon. Late trends of some sellers, such as variation migration, can cause great damage to your sales and put up the risk of suspensions.

With more and more questions regarding Amazon Variations arise, the purpose of this article is to point out what the do’s and don’ts when creating variations on Amazon, reducing the chances for Amazon suspensions in the future.  

Creating Proper Parent-Child Relationships

While creating a variation, you must first create a Parent ASIN, which is NOT related to any particular product. Under that same Parent ASIN will come the variations – which are the actual products (the Child ASINs). 

That means, Parent ASIN is not a product but only a way to manage all of your variations, and the Child ASINs are the products themselves (the actual variations – same shoe in different colors/sizes/etc.).

Amazon variation - child-parent relations

What Can Happen If You Make It Wrongly?

Addressing Parent-Child ASINs wrongly can carry negative consequences. For example, if one of your products is a Parent ASIN, and it receives a “Used sold as new” compliant, all of the Child ASINs under that Parent ASIN will be blocked.

Amazon Variation Manipulations

One of the common mistakes of sellers is to do the act of Variation Migration in order to increase their unreviewed products. The action of combining two unrelated products in order to boost the exposure for one of them is clearly against Amazon’s ToS.

When you merge two products together, and they are not the exact same product with minor differences such as color, size, etc., you are violating Amazon’s Policies, exposing yourself to suspensions and overall – damaging your credibility as a seller.

For example, let’s say you are launching a new item (a cup of coffee) which haven’t been reviewed yet, and you want to increase your reviews by using the existing reviews of an old ASIN which is no longer active, but was very successful (let’s say, a pot of coffee). Some sellers will add the pot of coffee as a variation.

Then, your cup of coffee will receive more exposure and credibility, since it will have the reviews of your former pot of coffee. It sounds like a great tactic and some sellers take great advantage of it, but does it really worth the risk? The answer is no.


Product variation can act as a useful tool for you as an Amazon seller if you treat it rightly. It has the amazing potential to extend the options for your customers and to upgrade the overall customer experience for your buyers.

Yet, it is important to always keep in mind how to do it properly in order to avoid possible suspensions. Always ask yourself – Did I define my Parent-Child relationship according to Amazon definitions? Are these products are TRUE variations of my Parent ASIN? If not, now  is the time to go and check it out.

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