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Understanding Variation Listings

“Variation Listing” is when there is more than one buying option available from the same listing page. Variation listings increase the options available to buyers but are a bit fiddly to create.

Adding variations to your listings can significantly enhance the customer experience. By providing customers with more options, you make it easier for them to find what they need from your listing. This can prove beneficial in increasing your sales conversion and also boost your discoverability.

The Parent-Child ASINs

Simply put, variations can be classified as multiple products under one product listing. This means you can offer your products in multiple options (variations). This can include different sizes, colors, flavors, etc., helping your customers to find the product they are looking for.

A variation listing consists of three components:

  1. Parent ASIN

The parent listing, as the name indicates, acts as the anchor for the different variants. The parent ASIN can be thought of as an umbrella for several child listings.

  1. Child ASIN

The child ASIN represents the actual variants that can be purchased. All the child listings belong to or are associated with a single parent listing.

  1. Variation Theme

The variation theme defines the difference between products. Examples of variation themes include color, size, flavor, etc.

You can use a single variation theme for every listing, however, certain categories have two variations combined.

For example, if you sell shoes in different sizes and colors, you would need to use the “SizeColor” variation theme. It will allow you to offer your product in multiple sizes as well as in different colors. Adding this variation theme would enable you to add or remove variations as and when required. 

Variation Theme

How to Create A Parent-Child Listing

Creating a parent-child listing can be confusing sometimes. The most important thing to remember is that not all associated products can be combined in a parent-child listing variation. However, if there is a valid variation Amazon requires you to utilize it.

Here is how you can create a parent-child listing

  1. Find the Parent ASIN

To create a new parent-child listing, you should first need to know the parent ASIN. You can find it in the Product Details part of the Amazon listing.

Source: Amazon

Please note that the parent ASINs generally appear on the detail pages of child ASINs.

  1. Add Parent and Child ASIN to Inventory File Template

In the next step, you will be required to add the new parent and child ASINs to your inventory file template. Add the parent item then, for the new child ASIN, you should fill in all the necessary details in order to create the parent-child relationship. You should match the existing parent product with the variation theme.

Be careful not to duplicate the parent SKU row with any other SKU. You can either choose an alphanumeric string unique to your listing or leave this field blank and the system would automatically generate a new SKU number. Keep the number less than 40 characters In case you choose the number yourself.

Highlight the parent ASIN in your product ID field and fill the ASIN in the product ID field to associate the child ASIN with that of the existing parent.

Enter “Update” in the Update/Delete column of the parent SKU. Assuming the child SKU already exists in your inventory, enter “Partial Update” for that of the child SKU.

  1. Validate and Upload the Template

In the final step, you would need to validate and then upload the completed inventory template containing both the parent and child ASIN. Make sure that all the necessary information has been entered.

Seek help from the Variation relationship FAQ page from your Seller Central if you still have any questions. 

Add a variation using Amazon Variation Wizard

Learning to add variations to an existing listing may appear simple since you just have to follow the steps. However, if you wish to add parent-child listings in bulk, the Amazon Variation Wizard can significantly ease your task. The Variation Wizard can be found in your Seller Central and it allows you to quickly find the ASIN you wish to add the child ASIN to.

The Amazon Variation Wizard is only available for a professional seller account and it does not support ASINs relating to Amazon Handmade. To access the Amazon Variation Wizard, go to the Inventory tab, select “Add a Product”, then click “Add a Variation” using Amazon Variation Wizard.

Some key points to remember are:

  • The parent ASIN will be marked as “Parent” in the “Parentage” column.
  • If there is a child variation, it will be noted in the same column.
  • Use “Edit” to change offer details
  • If you searched the ASIN of a different seller, click “Sell Yours” given the child ASIN is already listed in the Parent SKU.

Adding New Child Variation with Amazon Variation Wizard

To create a new child listing, click the “Add” button and fill in all the information in their required fields. Repeat this step if you wish to add more listings (bulk listing). Next, go to “Create Template” to access the completed inventory template file.

Sellers would be required to officially upload the inventory file template in order to add new variations. Before uploading, be sure to delete quantity amounts for FBA SKUs in the Excel template. Failure to do so will lead to conversion from FBA to FBM i.e., Fulfillment by Merchant. 

Benefits of Creating Parent-Child Listings

Creating new variations or adding variations to an existing listing can play a key role in your overall sales and marketing strategy on Amazon. Some main benefits include:

Increased Conversions

Creating parent-child listings provides multiple options to sellers allowing them to look for just the right product that meets their needs and is in their required size/color/flavor, etc. This helps increase conversions for the business and also enhances customer experience.

Increased Discoverability

Amazon allows sellers to pair new or underperforming products with a higher-performing one. This helps boost discoverability and increases sales volume.

Combined Reviews

Instead of a new listing with zero reviews, sellers can combine a new product as a variation of an existing listing. Hence, the reviews of the variation will be cumulative as they are listed in the same parent listing.

Combined Sales History

Amazon combines the sales history of all the variations listed under the same parent. This would mean that every successful sale will be regarded as the sales of the entire listing and not just a single variation. It helps to boost organic ranking and improves discoverability.


Adding variations to your listings can prove to be very beneficial for the overall performance of the listing. It can help enhance the shoppers’ experience and also boost sales conversion. Sellers should be mindful not to misuse this facility as it can lead to account suspension.

Frequently Asked Questions

How to create a parent listing on Amazon?

Once you have created a new product, go to the product detail page from Seller Central and click “Parent Item Details”. Next, click “Bulk Edit” and edit fields relating to the parent SKU.

How to merge two or more Amazon Listings?

To merge two listings on Amazon, simply select the “Split Product Pages” or “Merge Duplicate” option and then pick the listings you wish to merge.

What is a parent variation?

As per Amazon, if a product listing contains different product options then this is called parent variation while the sub-variations will be child variations.

Why can’t I add variations on Amazon?

Amazon does not allow variations in some categories. Thus, if you are dealing in such categories and try to add variation then you will get an error. The solution is to shift to a different but relevant product strategy.

Feel free to consult XpertVA’s professionals for efficient Amazon Listing Services to boost your ranking and improve sales revenue. Book a consultation with our skilled professionals and grow your business.

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