Compliance with the Amazon Variation Policy will save you from the consequences of having incorrect product listings.
Amazon’s ecommerce presence continues to grow. In 2023, there were 310 million active sellers on Amazon. But even though merchants gravitate to Amazon, the retail giant has strict rules. The Amazon variation policy is one of them.
If you violate Amazon’s variation rules, you can experience some serious consequences. These rules and the violations can be confusing to sellers, but it’s still integral that you understand them when creating product variations.
What is a Variation on Amazon?
An Amazon variation is a product shown in the same listing. These two items are related and allow customers to choose their ideal product based on different attributes, such as color and size.
The main aspect that separates an Amazon variation from two separate products is the items only have one or two differences. Otherwise, sellers should make separate listings for products that have more differences.
When you create product variations, only one variation will appear on SERPs. After a customer clicks on the item, more variations will appear.
It’s also important to note that all variations need individual ASINs. For example, if one product is available in several colors, each variation needs a different ASIN, even though it’s the same item. In addition, each variation needs its own image and product details.
The Relationships of Amazon Product Variations
To create product variations, you’ll first need to understand how they relate. There are three terms to consider:
Parent Listing
The parent listing is the top-tier listing for a product variation. This isn’t a buyable item; rather, Amazon uses the parent listing as a source that attaches to the child products. For example, if you have tank tops in different colors, each tank top will link to the parent listing.
Child Product
Child products are the items attached to the parent listing that customers can purchase. Sellers can attach multiple products to a parent listing, but the child items must be distinguishable.
Using the tank top example again, the products are available in various colors and will get their own ASIN and listing attached to the parent listing. Sellers can also use this tier to separate products of different sizes, flavors, shapes, and more.
Variation Theme
A variation theme is the way that products differentiate themselves from each other. Variation themes vary, depending on the product category and what you’re selling.
Common variation themes include color and size. Items may also have more than one variation theme. Using the tank top theme as an example, it’s common to have size and color variations for clothing in the same listing.
Why Use Amazon Variations?
Offering different varieties of an item and listing them as variations has many advantages. Here are a few of them:
Increases Visibility
While offering product variations is always smart, certain attributes will be more popular than others. This is the case with colors; if you’re a beauty brand, your red lipsticks may be more popular than your purple ones.
When each product is listed as a variation, purple lipsticks will be displayed with red lipsticks, increasing the visibility of this unique shade. In other words, the purple lipstick listing can take advantage of the traffic and reviews helping the red lipstick dominate the SERPs.
Boosts Organic Ranking
Product variations will help your brand experience a ranking boost on organic SERPs. Whether or not every lipstick shade or only half is popular, any listing that attracts traffic, sales, and reviews will experience enhanced visibility for all its variations.
When you have multiple variations on the same listing, it’s likelier that you will dominate the competition on the SERPs.
Increases Conversions
Options help customers choose which product variation fits their unique style or help them solve their pain points. Amazon variations are also user-friendly; customers don’t need to click through numerous products or apply several filters to find what they’re looking for.
Whether one product variation is more popular than another, customers can click through their options and choose the one they like or need. This will make converting leads easier and boost revenue.
When to Use Amazon Variations
While using Amazon variations has its benefits, this feature isn’t always necessary. As stated, the items should be the same, with one or two differences. The distinctions must have a theme that defines the variation.
If you’re still unsure if two items are variations or separate products, ask yourself these questions:
- Do the items have the same product title?
- Do the products have more similarities than differences?
- Would customers want these two items on the same product page?
- Do the variations alter the product’s core function?
Using lipsticks as an example, if you also sell lip gloss, creating a variation isn’t necessary. Lipstick and lip gloss are two different products and grouping them as one will confuse customers.
Amazon Variation Policy Rules
Amazon variations are important for one key reason: they improve the shopping experience for customers. But what if your variations confuse and irritate consumers? That’s why there are strict compliance rules for the Amazon variation policy.
Here are variations that Amazon finds fraudulent:
- Using an old variation for new product versions. If you have new items or re-release an existing product, this needs a new listing and fresh variations. Using variations and listings that already exist will tell Amazon you’re taking advantage of existing reviews and product rank.
- Hijacking a variation. If a variation is popular, you can’t add unrelated products and features to this variation.
- Recycling ASINs. If you have a new product or are re-releasing an existing one, you can’t use the same ASINs. Even if the item isn’t popular, revamping the ASIN with new product information won’t increase traffic and sales. Amazon considers this a black hat tactic and will consider this a violation of its policies.
Common Amazon Variation Policy Errors
If you violate the Amazon variation policy, you’ll receive an error code. Here’s what each code means:
- 8036. This is a general Amazon variation violation. Brands may get this error code for several reasons, such as an incomplete parent or child listing.
- 8040. This is the Match Only Variation Error. You’ll get this error message if you create a variation but aren’t the authorized seller or brand owner. This can also happen due to a technical issue on Amazon’s end. In that case, you can contact Seller Support to resolve the issue.
- 8008. You’ll receive this error code if Amazon doesn’t recognize the parent ASIN. The most common reason for this error is you’re using a code assigned to another product.
- 8032. You’ll receive this error message if you use an ASIN already assigned to another parent listing. Simply delete the parent-child relationship and enter the correct ASIN.
- 8047. This is when you use the parent ASIN for a child product. To fix this, resubmit the child product with the correct ASIN.
- 8066. If you don’t indicate the parent listing to a child product, you’ll receive this error message. All child products must have a parent listing, so connect the child listing to the parent.
- 20002. This error code states the size variation differs from the theme. In this case, change the variation theme for the product.
- 99006. This is a general missing or invalid variation error code. Review your listing and provide the variation theme.
What If You Abuse the Amazon Variation Policy?
For the most part, Amazon variation error codes are harmless. Most are honest mistakes, such as assigning the wrong ASIN or not inputting the correct information. To resolve these errors, fix the issue and resubmit the product or variation.
But if you abuse the Amazon variation policy, you’ll first receive an error code and warning. Depending on the reason, Amazon may not send you a warning and will prevent you from creating variations for a certain time period (usually for 30 days).
If you continue misusing the variation policy, Amazon will suspend or close your Seller Central account.
If you received an error code, warning, or suspension for actions you didn’t commit, you can contact Seller Support to resolve the issue.
Amazon Variation Policy Tips for Sellers
While Amazon variations improve the customer experience, error codes can have serious consequences. Here are some tips to stay compliant with the Amazon variation policy while increasing sales.
- Include each variation and its descriptions in the listings.
- Take high-res pictures and showcase the different variations.
- Upload at least six images for each variation.
- Double-check the parent listing and ASIN before submitting it to Amazon.
- Check sales and making/advertising KPIs for each variation.
- Manage your Amazon listings after uploading them and catch any issues before Amazon does.
Stay Compliant With the Amazon Variation Policy
Amazon is the ecommerce giant for a reason. They have several policies and rules to ensure customers have the best experience on their platform. The Amazon variation policy is an example of this.
Amazon variations are different products that appear in the same listing. These items are usually the same but have one or two differences. Sellers must create an unbuyable parent listing first, then create each product listing as child products with different variation themes.
Are your product variations not receiving sales? Or have you received too many variation error codes? You may need help with your Amazon business. We can create your listing variations on Amazon so you comply with Amazon’s policies and experience more sales.
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Author
Stephanie Jensen has been writing ecommerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.
