Client Background
A US-based cosmetics brand with a wide range of SKUs, many of which are shade or size variations of the same core product. On Amazon, however, their catalog was fragmented — with similar products listed separately and competing against each other.
The Challenge
Multiple SKUs were listed as standalone products, such as different shades of the same cosmetic item.
This fragmented approach split traffic, diluted reviews, and made it harder for customers to navigate.
As a result, visibility and conversions were lower than they could have been, despite strong product quality.
Our Actions
We restructured their catalog to maximise visibility and sales:
- Variation Linking: Consolidated individual SKUs (e.g., shade variations) into parent-child listings so customers could browse all options in one place.
- Traffic Consolidation: Combined similar products like the 5-Well Palette and 18-Well Palette into structured variations, ensuring traffic wasn’t split.
- Improved Discoverability: Created cleaner titles, structured attributes, and consistent imagery across variations.
- Review Centralisation: By merging fragmented listings, reviews rolled up to the parent, boosting social proof.
Results
- Increased Visibility: Consolidated listings ranked higher as traffic and clicks concentrated on fewer ASINs.
- Better Conversion Rates: Customers could easily compare shades/sizes, reducing friction and increasing purchase confidence.
- Review Impact: Stronger review counts on main listings improved CTR and CVR.
- Optimised Catalog: The catalog is now easier to manage, more compliant with Amazon best practices, and positioned for scalable advertising.
Lessons Learned
- Fragmented catalogs dilute both traffic and reviews — especially in categories like cosmetics where shades and palette sizes are common.
- Proper variation management is a growth lever that improves customer experience and maximises listing performance.
- Catalog restructuring is often a one-time heavy lift that delivers long-term gains in visibility and conversions.
