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  • Writer's pictureHeath Thompson

How to Prevent Variations Constantly Changing Rank?

The Full Question:

Hi Heath, I often find that one of my variations will rank well for a bit, moving up the list. But then all of a sudden it drops off as another variation ranks organically instead, however starts from much lower on the page, then this one moves up and then so on - maybe the first comes back in or another one of the variations.

Is there any way you know to prevent this and keep it more steady?

Would optimising different variations for different keywords help? The only issue being that my variations are always the same product just different sizes for example (sometimes I'll have 2 or 3 colour choices too in combination with the sizes). But for sizes, I think it might look weird if headlines and bullets change visibly as you click to choose different sizes.

The Answer:

It's something that troubles a lot of sellers.  We don't have control over which product the organic algorithms show.  It is mostly the best-selling historically for a specific keyword, or the best-selling one at the time, or it can also appear completely random.


At best, we can say that the algorithm decides.


I do believe (though I haven't tested it) that the algorithm will also consider which type of variant sells best across all competitors in a category. So, if I am right, this would also have a bearing on which ones show.


The showing of your ad isn't directly connected to where you rank organically unless you get clicks (during launch) and orders (during its life).  You could target specific keywords for particular products in their own campaigns.  You only need to advertise the products that are meeting your profit goals with PPC. And it is good practice to only target keywords/search terms that perform best.

Need help running your campaigns?

If you can't stand the stress of managing them anymore, or you wish you could get on and focus on what you love about your Amazon work, feel free to get in touch at heath AT I might be able to help.

Tags - Advertising variations on Amazon - How to advertise Amazon FBA variation listings - How to advertise Amazon product variations - Using Amazon product variations and PPC together - Amazon PPC variations the right approach

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