Display Parent Model and Display Child Model

If you manage or sell products on Amazon, you might be familiar with the terms “Display Parent Model” and “Display Child Model” met. These models play a critical role in presenting your products and managing titles, bullet points, and descriptions. In this post, you'll learn everything you need to know about these models and how they can influence your Amazon marketing strategy.

What is the Display Parent Model?

that Display Parent Model (DPM) is a system that Amazon uses in specific product categories. It allows the information from the parent article (Parent ASIN) on the product detail pages of the subordinate items (Child ASINs) are displayed. This includes titles, bullet points, and product descriptions. The model is mainly found in categories in which products are offered in various variants such as sizes or colors.

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• In the bullet points, only the size of the selected product (120 x 200 cm) is adjusted.
• Otherwise, the listing remains the same for all product sizes.

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‍Categories in which the Display Parent Model is frequently used:

• apparel
• accessories
• suitcases
• Backpacks & bags
• Sports & leisure
• Beauty

Why does Amazon use DPM? The main goal of Display Parent Models is to ensure consistency and uniformity in product presentation. This ensures that all variants of a product have a consistent presentation, which creates a clearer and less confusing shopping experience for the customer.

example: Imagine selling a t-shirt in various sizes and colors. With the DPM, the title, bullet points, and description of the parent item are displayed on every product detail page, regardless of which variant the customer is looking at. For example, this is how the title appears “Unisex T-shirt — Different colors & sizes” for every variant, although the specific color and size is not in the title of the parent ASIN.

What is the Display Child Model?

that Display Child Model (DCM) On the other hand, ensures that the individual texts of Child ASINs are displayed on product detail pages. The specific titles, bullet points and descriptions that were stored directly for the respective variant appear here. This model is often used in categories where individual variants of a product are to be highlighted separately.

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• The product listing is created individually for each product

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Examples of categories using DCM:

• electronics
• household appliances
• books
• toys

Benefits of DCM: The DCM offers the option to describe each product variant individually and in detail, which is particularly useful when the variants have significant differences. This can lead to better findability in search results and more accurate customer information.

example: Let's say you sell a laptop in various trim levels (RAM, hard drive size). With the DCM, each variant of the laptop would have a specific title, such as “Laptop XYZ — 16GB RAM, 512GB SSD”, which makes the purchase decision easier for the customer.

Key points and tips

1. Pay attention to product category: Verify that your product category is DPM or DCM uses. This helps you to optimize your product information accordingly.
2. Customize titles and descriptions: Make sure that your titles and listings are optimized for the specific model. At DPM Should the overarching information be more general, while with DCM specific details about each variant should be provided.
3. Consistency and accuracy: Make sure the information is accurate and consistent. This can increase customer satisfaction and the findability of your products.
4. Make test purchases: Add different variants of your products to the shopping cart to see how the titles and descriptions are displayed. This can help you identify and correct any discrepancies early on.
5. SEO optimization: Use relevant keywords in your titles and descriptions to improve the visibility of your products in search results.

Further tips

• Periodic review: Check your product detail pages regularly to ensure that all information is displayed correctly.
• Use customer feedback: Pay attention to customer reviews and feedback to find out if the information provided is clear and helpful.
• Observe Amazon guidelines: Always follow Amazon's guidelines for product titles and descriptions to avoid unnecessary changes or rejections.

Through the Understanding and correct application ofthe Display Parent Model and Display Child Model Can you your Optimize product pages, increase customer friendliness and ultimately increase your sales figures on Amazon.

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Our experts help you optimize your product pages, choose the right listing model, and increase your visibility. Regardless of whether Display Parent Model, Display Child Model, or SEO-optimized content — we support you with tailor-made strategies.

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