Can overly grouping ASINs together actually hurt each child ASINs sales more than if they were listed alone in 2025

Back in the day, sellers would group similar—but not necessarily variant—products under a single parent ASIN. For example, let’s say a brand sells 9 different face washes. They aren’t the same product in different sizes or scents—they’re totally unique—but people would group them under one parent to consolidate history and (more importantly) share the search ranking benefit.

In the past this always worked like a charm. I have sold for some larger brands, and using this tactic was an easy win. Since 2023, I no longer think this is the case. Sure if the grouping “should be together” that’s one thing, but what about my example above? I know only one of the child ASINs will show on a SERP page. Could I be hurting myself sales today unintentionally?