Should I combine variations or make separate listings for each Etsy bookmark design?

Hi! In most bookmark shops, the best move is a hybrid: make separate Etsy listings for designs that target different search intents (different keywords/buyers), and use variations only for “close cousins” (same main keyword, same style, same buyer, just a different image/color).

Here’s how to decide (and why):

When separate listings usually win (better Etsy SEO + clearer shopping):

• The designs have different primary keywords. Example: “zodiac bookmark” vs “cat bookmark” vs “Shakespeare quote bookmark.” One listing can’t strongly match all those searches at once.
• Each design has a distinct hero photo that would stop the scroll better on its own. Etsy search is visual—one listing = one main thumbnail.
• You want to build a small-catalog shop faster: more individual listings = more chances to appear in search, more entry points to your shop, more chances to get favorites.
• You may run Etsy Ads later—ads work best when each listing is tightly focused on one design/keyword set.

When variations are better (simpler buying experience + less work):

• The buyer is basically searching the same thing, and the options are just minor swaps. Example: the same “Zodiac constellation bookmark” style where the only difference is which sign.
• The listing title/tags can still be accurate for the whole group. (If you can’t describe the whole listing clearly without becoming vague, it’s usually too broad for one listing.)
• You want to keep reviews and sales history concentrated on one strong listing (helpful once a product is already converting well).

A practical setup for your shop (based on your themes)

• Zodiac: Often works great as one listing per style, with variations for the 12 signs (because “zodiac bookmark” shoppers expect to pick their sign). If you have multiple zodiac styles (minimalist vs watercolor vs gold foil look, etc.), make those separate listings.
• Animal + classic literature quotes: I’d usually split more here—one listing per animal/quote design or at least per tightly-related mini-collection (e.g., “cat book lover quote bookmark” set). People search very specifically for animals and specific quote vibes, and one grouped listing can feel like “not exactly what I searched.”

If you’re small/new and unsure, do this:

Start by splitting your current “mixed” listings into separate, focused listings for your best 6–12 designs, and keep variations only where it truly makes sense (like “choose your zodiac sign”). That gives you more SEO surface area without creating a huge workload.

If you tell me roughly how many designs you have right now (and whether they’re physical, digital, or both), I can suggest a clean listing structure and what to group vs split for your exact catalog.