How to Add Variation to Amazon Listings?


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Variations are product options that you can add to your listings in order to give customers more choices about how they want to purchase your products. Variations let customers select different sizes and colors, as well as other elements like material or model number. When you create a variation theme for your listings, Amazon creates an example listing using all of the variations that belong to that theme (for example, if you have three sizes available for one product).

how to add variation on Amazon

A variation theme is a group of related variations, such as different sizes or colors of the same item:

A variation theme is a group of related variations, such as different sizes or colors of the same item. Each variation in a theme has the same title, brand, color, and model number. Themes are used to help customers find the right product more easily by grouping similar products together.

They’re also helpful for sellers who want to highlight a specific set of variations on their listings; for example, you could create a “Product Features” theme that groups all your different sizes or colors together under one heading at the top of your listing.

Variations have to have a shared characteristic:

Variations have to have a shared characteristic. For example, if you have 3 variations of the same product, all at the same list price, then your listing will pass review. However, if you have 3 variations and 2 of them are listed at different prices or with different images and descriptions, then your listing will not pass review. Variations that are not allowed include:

  • Color options – this is an easy one to get wrong because it’s often hard to tell if a variation is acceptable until you try and add it to the system (and this leads us to our next point).
  • Product size (e.g., large vs. small) – again, these types of variations aren’t really allowed as they don’t really help customers make their buying decision; instead, they make things harder for customers by confusing them when they’re looking at reviews on Amazon’s site (or even worse when they’re browsing through similar products in search results) if there is one thing we want our clients’ listings looking like it’s going against this rule!
  • Brand names/models – so, for example, when selling smartphone cases, it would be wrong for us to use Apple iPhone 6S case instead of just iPhone 6S case because that would suggest that we only sell Apple smartphones rather than other brands too.”

Same list price if allowed:

List price: Same list price is the most common and easiest way to add variation. It’s best if your product has a physical presence in your store.

  • Price: The same list price with different discounts can be used when you want to offer a discount on certain products in specific countries or regions.
  • Stock level: If the item is out of stock in one country, then it will not show up as an option for customers looking at that country. This option allows you to reduce your inventory by listing different stock levels per country so that they can’t see each other’s prices but still appear on Amazon with each other’s titles and descriptions (and therefore get ranked).

How to add variation to Amazon listings?

When you create a new listing for your product, you’ll be prompted to select a category. This is where it’s important to take some time and do some research on what other products are selling in that category. If there are similar listings already in place, what images do they use, and how many bullet points do they have? These are all things that should be taken into consideration when creating your own listing.

Once you’ve chosen the right category, it’s time to fill out all of the relevant fields! Make sure to include:

  • Product Type (this will depend on what type of product it is)
  • Color (if applicable)
  • Size and Dimensions (for clothing items)
  • Number of Pieces (if applicable)
  • Material / Features / Style Notes (you can also include additional information here)

If there is anything else specific about your item that might help potential customers make their decision about whether or not this is something they want, then feel free to add it into these fields as well!

Product Type:

This could be anything like Men’s T-Shirts, Women’s T-Shirts, Kids’ T-Shirts, etc. You can also use this to categorize your products with specific subcategories. For example: Men’s T-Shirt > Hoodies & Jackets; Women’s T-Shirt > Dresses & Skirts; Kids’ T-Shirt > Shorts & Pants etc.

Each product type can have multiple variations (color, size, material, etc.) Therefore, you might want to add a new variation type for each color or material you offer so that customers can easily find what they’re looking for when searching on Amazon.


A product’s color is one of the most important factors when it comes to purchasing decisions. A customer may be looking for a specific type of product, but they can easily miss it if it doesn’t match what they’re expecting to see. For example, if you’re shopping online and want a red T-shirt, but all the products in your search results are blue, even if they match your search criteria otherwise (size, material), you’ll leave that site without making a purchase.

Color also helps customers recognize their favorite brands and identify products that match their style. It’s important not only to use colors that complement each other well but also match the branding of your brand or company as well as possible.

Size and Dimensions:

The size and dimensions of your product can also impact how appealing it is to customers. If a product is too small, they might think that it’s only suitable for children or teens or that they won’t be able to use it as intended. On the other hand, if a product is too large or bulky, people may not buy it because they don’t have room in their homes for such an item.

  • The dimensions are the size of the product.
  • The size and dimensions of the product should be listed on the listing.
  • Size and dimensions should be listed in a consistent format: inches, feet and/or yards, centimeters, meters, millimeters, or nanometers (nm).

Number of Pieces:

The number of pieces is the number of items included in the package. The number of pieces is a required field when adding a new product to your inventory.

You can add up to three different numbers of pieces for each product variation. Each piece must have a unique quantity, and all three quantities must be greater than 1.


Material is one of the most important listing elements when it comes to adding variation. Most products can be sold in a variety of materials, and each material has its own set of benefits and drawbacks. For example, you might sell a t-shirt that’s made out of cotton in multiple colors, but the t-shirt might not be as comfortable or durable if it were made out of polyester instead.

Model Number:

The Model Number is the unique identifier for an item. It can be found on the product packaging, and it is used in several places within your listing:

  • In the product title, bullet points, and description.
  • In the ASIN and GTIN. The model number is required to be unique within a product listing; however, it does not have to be unique across different versions of a single product (for example, there are multiple versions of iPhones and Android phones).


  • Brand. A brand is the name of the company that makes your product. It can be a brand name, a logo, or some combination thereof. You should choose one that’s unique to your product, so it doesn’t get confused with other items on Amazon. Your product’s brand should also be descriptive enough to communicate what you offer in as few words as possible. For example: “John Smith’s Organic Soy Sauce” tells us that this is not just any soy sauce; it’s soy sauce made by John Smith!
  • Product Feature(s). Each listing can include up to six attributes about its product (e.g., size, color, style). These attributes are called Product Features and should tell your customers everything they need to know about what makes yours stand out from the rest!

Series Name and Number:

The Series name and number are required for all items on Amazon, but they are not required for variations of the same product. If you choose to include them, they must be unique across all variations of your listing. The series name can be up to 100 characters long, and the number can be up to 10 characters long. The series number is used by Amazon sellers to help differentiate between different variations of the same product (such as color or size).


In conclusion, adding variations to your listings is a great way to boost sales and provide customers with more options. Variations can be added from the Amazon Seller Central dashboard or by uploading product catalogs in bulk. The only limitation is that all variations must share the same list price.

Frequently Asked Questions

How do I add color and size variations on Amazon?

If you want to add color and size variation on Amazon, you can use Amazon’s product attribute wizard.

To get started, go to the Manage Inventory page in Seller Central. Then, click Add and Edit Attributes in the left sidebar.

The next step is to select the attribute type that best fits your product, then chooses to create New Attribute. You’ll be prompted to give your attribute a name and select whether it’s an option set or a text field.

Once you’ve created your attribute, click Save Attribute and continue creating more attributes if necessary. When you’re done adding attributes, click Save Attributes at the top of the page.

How do I add variation images to Amazon?

You can add variation images to Amazon using the Amazon Seller Central dashboard.

To get started, sign into your Seller Central account. Once you’re in, click the “Inventory” tab and then click on “Manage Selling Preferences.”

Next, click on “Manage Variations.” You’ll see a list of all the products you sell on Amazon. Click on the product you want to add variation images for.

Then click on “Add/Edit Variation.” This will take you to a page with instructions for adding variation images. Follow those instructions to add variation images to your products!


Zeeshan Riaz

Zeeshan Riaz

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