Many Amazon sellers face a common challenge: after painstakingly optimizing a product listing and seeing sales begin to take off, they introduce an upgraded version only to find the original product's traffic stagnates. Fortunately, Amazon offers a free solution called the "Newer Model" feature that helps sellers smoothly transition between product versions while maintaining traffic flow.
Understanding Amazon's "Newer Model" Feature
This official Amazon tool functions as a traffic association mechanism. Essentially, it serves as an "upgrade prompt" that appears prominently on the original product's listing page, directing customers to the newer version. The effect is similar to seeing a newer smartphone model displayed next to its predecessor in a retail store - customers immediately notice the upgrade, increasing purchase intent.
Key Benefits of the "Newer Model" Feature
- Free Traffic Generation: Unlike paid advertising, this feature provides completely free traffic from Amazon.
- Targeted Audience: The traffic comes from buyers already interested in the original product, resulting in higher conversion rates.
- Smooth Transition: Prevents sudden traffic drops to older listings when new versions launch.
- Brand Enhancement: Demonstrates product evolution and technological progress, strengthening brand credibility.
Visual Presentation of the Feature
When customers view the original product listing, they'll see a prominent display box below the product description containing the new version's title, image, and price with a direct link to its listing page.
Step-by-Step Setup Guide
Previously accessible only through Vendor Central accounts or third-party services, this feature is now available to all brand-registered sellers through Seller Central. Note that setup requires Amazon approval before the feature becomes active.
Setup Requirements:
Before beginning the setup process, ensure these conditions are met:
- Product Relevance: Both products must be in the same category, with the new version representing a genuine upgrade or improvement (e.g., additional accessories or enhanced functionality).
- Brand Consistency: Both products must share the same brand ownership.
- Variant Relationship: Cannot be used to link variants within the same parent product group.
Setup Process:
- Log in to Amazon Seller Central
- Click "Help" in the top-right corner
- Select "Get Support" under "Need more help?"
- Choose "Selling on Amazon"
- Select "Browse for your issue in the menu"
- Navigate to "Products, Listings, or Inventory" > "Add or remove newer model association on detail page" > "Add newer model"
- Enter both ASINs and submit
Important Considerations
- Amazon requires processing time for approval after submission
- Double-check ASIN accuracy to prevent association failures
- Regularly monitor the feature's performance to ensure proper functionality
Amazon's "Newer Model" feature represents a valuable free tool for managing product upgrades and improving traffic conversion. By meeting the requirements and following the setup process, sellers can achieve seamless transitions between product versions and potentially increase overall store performance.