Using Junglytics to Find Your Best-Selling Amazon Product Variations

Optimize your Amazon product variations with Junglytics. Analyze KPIs at the variant level including profits, conversions, ad spend, returns on advertising, and more.

Tom Rohlf

October 16, 2023

It’s a common TV trope—the self-made millionaire who found success on gut instinct alone. It’s a romantic story, but that’s all it is.

I’m not saying that intuition doesn’t play a role in business. It obviously does. But there’s a reason why smart business people invest heavily in data and analytics. The more information you have, the better decisions you can make. This is true for everything from multinational corporations to small businesses—and, of course, this includes Amazon sellers.

Unfortunately, Amazon sellers rarely have access to the information they need inside of Seller Central. Even when they can pull the data they need from the platform, they spend too much time manually pulling insights themselves. And even then, it’s hard to know if these findings are accurate.

As an Amazon seller myself, this frustrated me to no end. That’s why I created Junglytics. Junglytics is a customizable business intelligence tool for Amazon sellers. Our dashboards are accurate and easy to use—meaning brands that sell on Amazon can go deeper to discover more.

While Amazon Seller Central can only give you information at a high level, Junglytics can drill down into the product and variation levels of your business. This gives you the data-driven insights you need to maximize your profits.

Here’s how to use Junglytics to find your best-selling Amazon product variations.

Filter by Primary or Secondary Variants

Want to take a close look at your product listing variations as an Amazon seller? Junglytics lets you filter by primary or secondary variations. In the following examples, color is our primary variant and size is our second.

A Junglytics card looking at units sold by color variant.

We can see what sales are driven by specific variations. In this case, we know that white/gray is our top-selling color variation while our top-selling sizes change from week to week.

A new card showing units sold by size.

Ad Conversion Rates by Variation Type

But what if you want to know about advertising conversions? With Junglytics, that’s a cinch.

A Junglytics card showing the ad conversion rates by color variants.

If you notice that your advertisements aren’t giving you the returns that you need, you should consider putting ad dollars behind a different variation. I know this from personal experience. I used to put a lot of advertising investment behind an orange astronaut onesie sold by my brand, Cuddle Club. When I looked at the data, I discovered that my white astronaut onesie saw much higher ad conversions. So, I pulled my ad investment away from the orange variations to put it into the white variation.

If you notice that your return on ad spend (ROAS) is particularly low for a specific product variation, explore why that might be. Maybe you’re targeting the wrong keywords or maybe those ad dollars are better spent backing a different variation.

Junglytics lets users view ROAS, TACoS, and advertising conversion rates across three Amazon ad types.

Amazon offers three advertising types: Sponsored products, sponsored displays, and sponsored brands. Only Junglytics lets you break down your advertising data to the variant level for all three types, so you can see what’s best serving your brand.

Explore Profit Margins by Variation Type

It’s common for variations to have different profit margins. This can be due to the materials used, the size of the product, product bundling, and more. By failing to take this into account, sellers occasionally shoot themselves in the foot by selling variations that simply aren’t worth the trouble. This is why profit is a more important metric than sales volume.

Is it worth it to keep selling XL if the sales are slumping?

It’s entirely reasonable to have most of your profits coming from one variation. But if there’s an underperforming variation, you must ask yourself if it’s worth keeping. Look at your trends for whether it’s growing over time before you decide to axe the offering. If the overall growth is consistent, albeit small, it might be worth holding on to. Take note of seasonality, then look at an entire year at one time.

Junglytics keeps data from the past four years.

When to Launch Variants as New Listings

It’s the age-old question about variations versus exposure on search results pages. Sellers like to experiment with splitting variations into separate listings because their brand can take up more real estate on the search results page. And sometimes variations are successful enough to merit becoming a standalone listing due to search volume.

Conversely, some offerings lose traction with buyers when they become their own product listings. Junglytics helps you measure the impact of these decisions.

Of course, there are times when you should absolutely create new product listings. A prime example is when you have too many variations to show on your listing. If there are too many variations, Amazon will eliminate the images of each variation in favor of a drop-down menu. This will kill your sales because customers can’t see what all the options are at a glance.

Using Junglytics for Your Amazon Product Variations Strategy

The goal of Junglytics is to provide sellers with the data they want to see. By offering 40+ metrics, Amazon sellers can zone into what interests them most so they can make informed decisions about the direction of their business. If your instincts match the data, you can be certain you’re moving in the right direction.

Want to see what a customizable business intelligence tool can do for your Amazon business? Explore our live demo to try out Junglytics for yourself.

ABOUT THE AUTHOR

Tom Rohlf

Tom has been selling on Amazon since 2014 - He exited his first business (Playerten.com) in 2019 and is the CEO and Co-founder of Cuddle Club an Amazon native children's clothing brand.

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