Overview

Amazon now automatically adds a “newer version” widget to the detail page of an older ASIN whenever a seller creates a linked, updated model. The widget appears as a clickable banner that steers shoppers from the discontinued or out‑of‑stock listing to the current product. Sellers who manage product refresh cycles should understand the mechanic because it preserves traffic, protects sales velocity, and reduces the chance that customers abandon the brand.

Key Points

• Automatic redirection — When Amazon detects a newer‑version relationship, it inserts a banner on the legacy page that points shoppers to the latest model, for example sending visitors from a 2022 Bluetooth speaker to the 2024 replacement.
• Core product consistency required — The newer item must keep the same primary function, package quantity, product type, and overall style; a 12‑oz. stainless‑steel water bottle can link to its 2023 redesign, but a water bottle cannot link to a kitchen timer.
• Distinct from variation families — Variations group items that differ only by size, color, or pattern, while newer‑version links connect two separate generations that serve as true successors, such as a 2‑TB external hard drive model A replaced by model B with higher transfer speeds.
• Out‑of‑stock advantage — If the older ASIN runs out of inventory, the widget still appears, guiding buyers to the in‑stock replacement instead of sending them to a competitor’s page.
• Catalog‑level management — Amazon stores the relationship in its catalog database; sellers only need to submit the correct mapping through Seller Central, after which Amazon handles display and updates automatically.

How the Newer Version Widget Works

1. Relationship submission — The seller creates a newer‑version link in Seller Central by entering the legacy ASIN and the new ASIN, confirming that both share the same function and packaging. Example: a seller links ASIN B07XYZ123 (2022 electric toothbrush) to ASIN B08ABC456 (2024 upgraded toothbrush).
2. Amazon validation — Amazon’s catalog team reviews the submission to ensure the two items meet the core‑product criteria. If approved, the system records the relationship in its internal catalog table.