Amazon Promotions for Parent-Child Variations
By Tina Marie Bueno | January 19th, 2016
At iLoveToReview, we run over 100 campaigns a month with sellers from virtually every category on Amazon. This means we get asked nearly every question you could imagine. The one we probably get the most is about how to run parent-child promotions.
There are a number of different ways to set up parent-child/variations promotions and there really isn’t any one way that is better than others; there are simply different options; all of which offer certain benefits.
How you set up promotions should reflect your business goals and current business landscape including inventory, sales, goals and competition.
Some questions to ask yourself:
Do you have a lagging product listing that you would like to jump start or even get rid of?
Is your inventory consistent across all variations or do you have substantially more in one variation than others?
Are there a few child/variations that didn’t sell as well as others over the holiday boom?
Perhaps there is a popular variation that really took off and you want keep the momentum growing beyond last quarter sales?; Or,
Maybe you added a new product to your offerings and want it to get attention (a.k.a. sales)
Amazon Provides Promotional Tools
When planning promotions for products; Amazon offers four options accessed from your Amazon Seller Central dashboard, under the category called “Advertising”. There you can find a drop down menu option called “Promotion” which displays four programs as seen in this screenshot.
Free Shipping. This helps if you fulfill orders and need to compete with FBA’ers.
Money Off. You can choose a percentage or dollar discount.
Buy One Get One. Sometimes used when there is plenty of inventory to move.
External Benefits. Works to entice people to order again.
In each of the above promotion features, a Claim Code would be generated. It is very important to determine if you want to create a Group Claim Code, or a Single-Use Code. Amazon describes each as follows:
Group Claim Codes have no quantity limits.
If the group claim code is posted on a social media site,
your entire inventory could sell out in a short amount of time.
If this is not what you want, you can use Single-Use Claim Codes.
What Are Your Goals?
The following are a few scenarios that may help you choose which strategies are best for your goals.
Option One: Codes that work for every child ASIN under one parent.
You may consider this option if you have plenty of inventory on all ASINs. It gives Amazon customers the opportunity to choose any variation which can also provide great feedback as to what the majority prefers. This information can be very helpful for inventory management purposes as well.
Some of our customers have used this one code covering every child ASIN to get attention on a newly launched product to erase the comment “Be the first to review this item.” If buyers have no feedback about the product, they may automatically skip adding it to the cart. Running a promotion could resolve that issue within a matter of weeks and will give you the appearance of a popular, dependable seller.
Another possible scenario for using one code to include all child ASINs could be a situation similar to the following Seller. They carry blouses in 29 colors, each in 6 different sizes. Running a campaign covering every color and size provides feedback on preferences. An extremely valuable data resource as mentioned earlier.
Option Two: Codes that work for one variation under one parent.
This option may be useful if you have a lagging ASIN and need to get rid of inventory. Or just the opposite, maybe you want to maintain momentum on your best seller/s.
As a random example to demonstrate a point, perhaps the magenta of this particular product is a slow mover and there’s an abundance of inventory to unload. Running a promotion code that works on just one color could help that issue rapidly.
Option 3: Codes that work for a select few variations.
Like option 2, your promotion can focus on moving several targeted child variations under the same parent.
For example, the following brow kit offers 4 different sizes and if the Seller would like to focus on moving 2 sizes, they can create a Single-Use code to work with only two of the sizes they would like to move.
Coupon Setup Guidance
If you are new to creating Claim Codes on Amazon and would also like to generate a subset of codes that function only with a Single-Use Code (Master Code); watch the iLoveToReview How-To videos. They are short and simple:
There are a number of reasons why sellers choose to set up their products with Parent/Child relationships on Amazon. While it’s not the only way to go, the parent/child strategy offers the following benefits:
Simple Customer Experience – every choice they have is right there in the same place
Shared Best Seller Rank – all sales contribute to a single sales rank (most cases)
Shared Badges – hot new releases, best seller badge; and,
Shared Reviews – all product reviews are combined on the same product page.
There are some other benefits for setting up products in other ways, but that’s another story entirely.
Please note that iLoveToReview has no affiliation with
any product examples mentioned in this article.
Tina Marie Bueno is a global citizen with an MBA in Int’l Business plus over 20 years of content marketing experience both in the U.S. and overseas. As iLoveToReview’s Marketing Director, she strives to deliver relevant content to serve Amazon businesses of all sizes.