Amazon Variations and Virtual Bundles are two critical elements to leverage when building your Amazon catalog and optimizing your PDPs (product detail pages); however, they’re often misunderstood or improperly implemented, causing serious issues for sellers. A variation and virtual bundling strategy helps to simplify the shopping experience for your customers which in turn can drive traffic and product sales—but only when executed and optimized correctly.
In the process of navigating Variations and/or Virtual Bundles? Not sure how to launch your latest collection with the most targeted parent-child ASIN relationship? Or currently tackling a messy variation situation? Our Amazon team breaks things down here:
Variations allow Amazon brands to link products (Child ASINs) together within their catalog based on certain attributes (size, color, style). These products are housed on a single product listing (Parent ASIN), allowing the shopper to view your available product range without navigating to a different listing. An Amazon Variation gives the consumer more shopping power and the ability to find the one specific product they need.
Implementing product variations on Amazon has many benefits:
- Make it easier for consumers to browse and compare similar items within your catalog
- Enable customers to discover alternate styles of your product they didn’t know existed and choose the best style to suit their unique preference
- Grow review count by combining product reviews on similar ASINs to one single listing
- Increase your organic ranking, product visibility, listing traffic, and conversion
- Successful strategy for new product/collection launches on Amazon
- Grow B and C-tier products into A and B-tier products (see client results below)
At Harvest Group, our team leverages our expertise and unique tools to analyze our clients’ product assortment and find the biggest win opportunity by linking products with Variations. Once created, one of the ways we measure and optimize Variations is improved visibility of those products. Combining a group of products into a single product listing also combines their ratings, reviews, and sales history.
Optimized Variations result in a more robust listing that will skyrocket your search rank in the Amazon platform—and create a more profitable situation for your brand.
Amazon Variations: Client Examples, Results
Below are the results of implementing Variations to grow B and C-tier products in Harvest Group client assortments.
Important to note: a drop in Best Seller Rank (BSR) is positive on Amazon as brands are motivated to secure the #1 Best Seller spot. Lower BSR = higher sales.
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Example #1 – Craft/Sewing Table
After strategic variation of this C-tier product, we recognized an instant BSR (Best Seller Rank) drop.
BSR Metrics:
- Arts, Crafts & Sewing: +93%
- Sewing Storage & Furniture: +96%
Growth metrics after variation:
- Revenue: +451% YoY
- Unit sales: +394% YoY
- Glance views: +475% YoY
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Example #2 – Multi-Surface Floor Cleaner
After strategic variation of this B-tier product, we recognized an instant BSR drop.
BSR Metrics:
- Health & Household: +92%
- Household Floor Cleaners: +80% to #1 best seller on Amazon
Growth metrics after variation:
- Revenue: +77% YoY
- Unit sales: +110% YoY
- Glance views: +114% YoY
- Conversion rate: +3.8% YoY
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Example #3 – Multi-Surface Floor Spray
After strategic variation of this B-tier product, we recognized an instant BSR drop.
BSR Metrics:
- Health & Household: +99.5%
- Household Floor Cleaners: +77%
Growth metrics after variation:
- Revenue: +72% YoY
- Unit sales: +73% YoY
- Glance views: +24% YoY
- Conversion rate: +13.5% YoY
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Virtual Product Bundles: Summary, Benefits, Strategy
A Virtual Bundle is a way to combine like or complementary products into one single ASIN on Amazon, allowing the consumer to buy a whole collection of goods with a single click rather than multiple clicks across multiple product listings.
Strategically bundling your products on Amazon has many benefits:
- Enable consumers to efficiently discover complementary items within your Amazon assortment
- Cross-sell and build awareness of other products within your catalog that add value for the customer
- Increase sales and average order value per customer (very important!)
- Build legitimacy and brand loyalty by allowing customers to “get to know” multiple vs. one product in your catalog
Implementing Virtual Bundles provides a much more compelling and efficient shopping experience for customers. Harvest Group is equipped to analyze product variations and craft a virtual bundling strategy for our clients. We understand the metrics and reporting Amazon provides allowing us to decipher the relationship between your products and what is frequently purchased together.
Virtual bundles provide a one-stop shop for consumers looking to buy parts or whole collections of goods with a single click, instead of multiple clicks across various product pages.
About Harvest Group
As a full-service Amazon agency, Harvest Group excels at uncovering opportunities and attacking brand growth strategies that ensure success for our clients across retailers. From catalog analysis through submission, auditing, and delivering results, we manage end-to-end Amazon assortment strategies, content and creative optimization, advertising, operational management, and so much more.
If you’re interested in learning more about Harvest Group’s work with Amazon clients and would like to explore becoming a Harvest Group client yourself, reach out to us at [email protected] or fill out our Contact Us form here.
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