To simplify the presentation of search results on Amazon, products are organized according to the parent-child model. The basis of this concept is that the child products only differ in a few details, e.g. in color or size. These variants are grouped together under a higher-level parent product. This means that search queries can be kept more general without users having to specify a size or color directly – but suitable results are still displayed.
On the product detail page, customers can then choose between different sizes or colors and are given a larger selection than on the SERP (Search Engine Result Page). The parent product itself cannot be purchased – it only serves as a link between the subordinate child products. When creating a parent article, it is important not to specify any specific product details of a child article (e.g. color, size, fragrance).
Selection of parent products
How do I know if my products are suitable for a parent-child relationship?
Amazon provides the following guidelines:
✔ Are the articles basically identical?
✔ Are there only minor differences in individual properties?
Would customers expect these variants on the product detail page?
✔ Is the title suitable for both products?
If all these questions can be answered with “yes”, the products are valid child products.
Valid variants (examples)
✔ Identical products that differ only in color scheme
✔ Products with different fragrances
✔ Products in different sizes and colors
When is a parent-child relationship not possible?
- ❌ There is only one single child product
❌ The products belong to different product categories
❌ The products require different product descriptions
❌ The titles of the individual products differ
❌ Customers do not expect these products to be summarized on a common product detail page
Invalid variants (examples)
- ❌ Bath, shampoo and body powder with the same fragrance (but different SKUs, sold separately)
❌ Short-sleeved and long-sleeved shirts from the same manufacturer
❌ Plate, salad bowl and soup bowl with the same pattern but sold as separate SKUs