Product listing is basically a webpage containing all the information about a product (title, description, features, images, videos, you name it) that is being put up for sale on Amazon. But that is not all. There are also two types of listings that sellers have to contend with: standalone individual listings and parent listings.
Each option is suitable for a specific set of circumstances or category of product, and sellers on Amazon need to know the differences between both Listing types because they will have a huge impact on product discovery, customer satisfaction, and overall revenue.
Let us take you through both listing types, and see which one is best for you:
Amazon Individual Listings
Amazon Individual Listings are made for a single product only, and an Amazon Standard Identification Number (ASIN) is used to uniquely identify each product listed on the site. Retailers who are selling ‘singular’ items (without variation or bundles) should use this listing category, as this is the simplest way to promote and sell a single item on Amazon.
Individual Listings on Amazon have many distinctive characteristics and features, such as:
Product Detail Page: Each individual listing has its own specific detail page. The title, photos, description, pricing, and availability of the product are all displayed here.
Customer Reviews: Product-specific user feedback is shown in the “Customer Reviews” section of each item. Buyers can judge the product’s value and effectiveness based on the experiences of those who have used it.
Seller-Specific Information: Here, listing details can be customized by sellers to include information and logos that are specific to their business. This helps businesses build their reputations as distinct entities in their respective markets.
Amazon Parent Listings
Amazon Parent Listings (also known as ‘bundles’) are a way for sellers to list several SKUs of the same or similar products under a single parent ASIN. Parent Listings are used to organize similar products who differ by attributes such as color, size or quantity. By establishing a parent-child relationship, sellers can neatly display all available variants and bundles of a given product on a single product listing.
Variation Structure: By using Parent Listings, sellers can organize similar products with unique characteristics into groups. Customers will appreciate how easy it is to browse for and compare various options on a single product page with this design.
Child Listings: Each child listing describes a different variation or related product to the parent listing. In the product catalog, child listings can be distinguished by their own unique ASINs, which are assigned to each variation ASIN.
Product Detail Page Consolidation: Using parent listings, you can view all available product variants and related products on a single product detail page. Customers can quickly browse offerings and make selections without having to click through multiple pages to do so.
Choice Between Individual and Parent Listings
Choosing individual or parent listings can be the difference between a successful listing and a failed one. Here is how you should make the choice:
Assessing product variations or bundling options: Check if your products are singular, or have different variations that can be bundled together. Individual Listings are the best option for you if your products are unique and don’t come in any combinations or bundles.
Parent Listings are a great way to display variations in your product line, such as sizes, colors, and other customization options, all on one page.
Evaluating the level of control and convenience needed: Think about how much control you want to have in things like selling price, product description, and stock management. You have more freedom with Individual Listings because you can modify the listing information for each one separately. Parent Listings allow for less direct control but more streamlined management by allowing changes to the parent ASIN to affect all associated child Listings.
Considering long-term scalability and growth potential: Consider the future scalability of your product-line. Parents Listings are a better option if you think that your product-line will come to have more variations in the future, whereas individual listings will service you better if you are going to stick with a unique product only.
Optimizing Individual and Parent Listings
Just putting up a listing on Amazon and expecting it to succeed overnight is not a recipe for success. Listings need to be optimized to gain traction with Amazon’s algorithm as well as the customer. Here is how you should proceed with optimizing your listings for more exposure:
1. Individual Listings Optimization Tips
Compelling product titles and descriptions: Create titles that do justice to the product and contain good-value keywords. Emphasize your product’s special features in an easy-to-understand way. Include all relevant details, such as features, specifications, and benefits, in the product description. Make the information scannable for your customers by using bullet points.
High-quality product images: Images help in attracting customers and communicating the quality of a product. Make use of high-resolution photographs that reveal the product from various perspectives and emphasize its prominent qualities. If you want your listings to be compliant and visually appealing on Amazon, follow their image guidelines.
Customer reviews and feedback management: Encouraging customers to rate and comment on your Individual Listings will help you improve your service. Sales can be boosted through the cultivation of trust and credibility through positive feedback. React quickly and courteously to customer reviews and feedback, resolving any issues that may have been raised. Maintaining a good name requires constant vigilance in managing customer feedback.
2. Parent Listings Optimization Tips
Clear and organized variation structure: Build your Parent Listing variations in a logical way. Make sure that users can easily find their way around and grasp the various choices. Differentiate the variants clearly by using consistent and descriptive attributes like color, size, or material.
Accurate and detailed product attributes: Make sure the details about the products in each child listing within the parent-listings are robust and accurate. Dimensions, materials, weight, and any other variant-specific attributes should be listed in full. The customer’s understanding of the product increases by this information, and it helps greatly in conversion.
Utilizing Enhanced Brand Content or A+ Content: Use Amazon’s Enhanced Brand Content (EBC) and A+ Content tools to boost your product’s visual appeal and attract more buyers. You can now add more visuals, descriptive text, and engaging elements to your stories thanks to these enhancements. Use Enhanced Brand Content (EBC) or Enhanced Plus (A+) Content to set apart your Parent Listings and give your customers a satisfying shopping experience.
These optimization strategies will help sellers increase the traffic to their Amazon.com product pages and the number of customers who make a purchase. To stay ahead of the competition and meet the ever-changing needs of your target audience, be sure to regularly assess listing performance, solicit customer feedback, and iterate on your listings.
Individual Listings provide sellers with distinct products and no variations, and are mostly suited to the sellers who do not sell bundled items. On the other hand, Parent Listings are ideal for sellers who offer products with a variety of variations or bundled options because they simplify management, improve the customer experience, and increase discoverability.
When deciding between Individual Listings and Parent Listings, it is important to take into consideration a number of factors, including the type of products that are being sold, the market that is being targeted, the level of competition, and the capabilities of inventory management. The comprehension of this information will transform you from a seller into a successful seller.
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