Mastering Magento 2 Upsell Products: Setup, Management, Import & Export Guide

Magento 2 upsell products are a powerful way to increase order value by guiding customers toward higher-end or upgraded versions of the products they’re already considering. Instead of relying on impulse, Magento upsells work by offering better alternatives — think a faster laptop, a premium phone case, or a deluxe bundle — all displayed right on the product page.

In this guide, we focus exclusively on upsell products in Magento 2 — what they are, where they appear, and how to configure them for the best results. You’ll learn how to manually assign upsells in the Magento admin, how to import them in bulk using CSV files, and how to automate the entire process using the Improved Import & Export extension.

We’ll also dive into formatting tips, troubleshoot common issues like Magento 2 upsell products not showing, and explain how to effectively use Magento 2 get upsell products logic to deliver personalized offers that boost conversions. Whether you’re building upsells for the first time or scaling an advanced product strategy, this guide has everything you need to make Magento 2 upsells work for your store.

What Are Magento 2 Upsell Products?

Magento 2 upsell products are high-value suggestions shown on the product page to encourage customers to consider a better — often more expensive — alternative to the item they’re currently viewing. These products might have enhanced features, higher quality, or belong to a more premium brand. The goal is clear: guide the shopper toward upgrading and, in turn, increase your average order value (AOV).

In Magento 2, upsells appear directly on the product detail page — often in a block labeled “You may also be interested in…” or “We recommend.” This Magento upsell section appears just below the main product information and offers a subtle nudge toward more profitable options.

When used correctly, upsell products in Magento 2 don’t just improve revenue — they enhance the customer’s sense of value. A well-placed upsell can turn a standard purchase into a more satisfying, higher-margin sale. And when combined with automation and bulk import tools, upselling becomes a key growth lever — not just a nice-to-have.

However, it’s essential to distinguish upsells from related products and cross-sells. Let’s dive in!

Upsells vs. Related Products vs. Cross-Sells in Magento 2

Magento 2 provides three key promotional tools — upsells, related products, and cross-sells. While all of them are designed to increase conversions and drive a higher AOV, each method has a unique role in the customer journey.

💡 Magento 2 Upsells — Encourage Premium Upgrades

Upsell products are shown on the product page, typically just below the main item details. Their role is to steer customers toward a better or more expensive version of the same product — one with added features, improved performance, or a more trusted brand. For example, if someone’s browsing an entry-level smartwatch, you might suggest a more powerful model with GPS and water resistance. Magento upsell strategies are about perceived value and enhancing satisfaction.

🔗 Magento 2 Related Products — Suggest Complementary Items

Related products also appear on the product page, but instead of offering upgrades, they guide shoppers to complementary products. A yoga mat might be paired with a water bottle or foam roller. This helps customers build a more complete order without necessarily increasing the item price.

🛒 Magento 2 Cross-Sells — Trigger Impulse Buys at Checkout

Cross-sells appear later — specifically in the shopping cart, when the buyer is ready to check out. These items are usually small, affordable add-ons that are easy to justify in the moment. Think of cleaning cloths with a camera or batteries with an electric shaver.

📊 Comparison Table: Magento 2 Upsells, Related Products, and Cross-Sells

When used together, these product relationships create a layered and persuasive shopping experience. Magento 2 upsell products work early in the funnel to increase perceived value and upgrade intent, while related products support product discovery, and cross-sells close the deal with impulse-driven additions at checkout.

How to Assign Upsell Products in Magento 2

Magento 2 upsell products can be easily configured from the admin panel. Although they share the same configuration section with related products and cross-sells, upsells serve a distinct purpose — they are shown on the product page to encourage customers to upgrade to a better, higher-value item before adding anything to the cart.

To assign upsell products manually in Magento 2, follow these steps:

1. Navigate to Catalog > Products in your Magento 2 admin.
2. Find the product you want to enrich with upsell suggestions and click Edit.
3. Scroll down to the Related Products, Up-Sells, and Cross-Sells section.
4. Click Add Up-Sell Products. A product grid will pop up displaying your full catalog.
   
5. Select the items you want to assign as upsells — ideally, these should be upgraded versions, premium alternatives, or bundles that offer more value.
6. Click Add Selected Products, then hit Save to apply the changes.
   

💡 Pro Tip: Choose upsell items that clearly demonstrate better value — such as products with advanced features, longer warranties, or well-known brands. The key is to position them as a smarter choice, not just a pricier one

Magento 2 upsell products not showing?

Head to Stores > Configuration > Catalog > Catalog > Product Alerts or review your theme layout files. Some frontend themes may disable upsell blocks by default or relocate them. Ensure that upsell products are enabled in your layout and test visibility across store views.

By assigning upsell products in Magento 2 thoughtfully, you can boost order value and guide your customers toward more rewarding purchases — all without complicating their shopping experience. It’s a simple but effective strategy that pays off with every product page view.

How to Automate Upsell Products in Magento 2

Manually assigning Magento 2 upsell products works for smaller catalogs, but if you want to scale efficiently, automation is your best option. Magento 2 includes a built-in feature called Product Related Rules, which allows you to dynamically assign upsell products based on flexible, logic-driven conditions — eliminating the need for manual updates.

Here’s how to create automated upsell relationships in Magento 2:

1. Go to Marketing > Product Related Rules in the Magento Admin.
2. Click Add Rule to create a new automation.
3. Enter a Rule Name, enable it, and assign a priority if multiple rules will be applied.
   
4. Define your Conditions (Products to Match), such as:
   • Category is Smartphones
   • Price is greater than $50
   • Attribute “Series” equals Premium
5. In the Actions section (Products to Display), choose which products to display as upsells — for example, premium models in the same category or products from a trusted brand.
6. Set Placement to Up-Sells so the rule applies specifically to the product page upsell block.

📌 These rules are evaluated in real time, meaning customers always see the most relevant upsell products based on your logic — no matter how large or complex your catalog becomes.

🔗 Want to learn more? Check out Adobe’s official documentation:
Magento 2 Product Related Rules Guide

🤖 Smart Ideas for Magento Upsell Automation

Looking to take your Magento upsell strategy to the next level? Here are a few advanced use cases:

• Upgrade Logic – Show higher-tier or more feature-rich products when a customer views a base model.
• Brand-Based Upsells – Promote well-known or house brand products over generic alternatives.
• Behavior-Driven Suggestions – Use AI extensions to recommend upsells based on customer behavior, such as browsing history or previous orders.

With Magento 2 upsell automation, you’re not just pushing more expensive products — you’re offering better value, tailored to each user. Whether you’re running a lean catalog or managing tens of thousands of SKUs, automating your upsells ensures smarter, faster merchandising that works around the clock.

How to Import & Export Upsell Products in Magento 2

As your catalog grows, manually assigning Magento 2 upsell products becomes inefficient and time-consuming. That’s why Magento 2 supports bulk import and export of upsell relationships using structured CSV files — especially when paired with Firebear’s powerful Improved Import & Export extension. With the right setup, you can automate upsell product assignments, improve product discovery, and boost your average order value (AOV) without extra manual work.

✅ Magento 2 Upsell Import CSV Format: What You Need

To import upsell products in Magento 2, your CSV file should include the following column:

• upsell_skus — Add SKUs of the products you want to assign as upsells
• related_skus — Add SKUs of the products you want to assign as related products (optional)
• crosssell_skus — Add SKUs of the products you want to assign as cross-sells (optional)

Each field can contain one or more SKUs separated by commas. Example:

upsell_skus
SKU101,SKU102,SKU103

💡 Pro Tip: Edit and manage your import files in Google Sheets for easier formatting and version control. The Improved Import & Export extension supports direct imports from Sheets, so there’s no need for extra exports.

👉 See the Google Sheets Import Guide
👉 Get a sample Magento 2 import sheet
👉 Download format templates from GitHub

⚙️ Native Magento 2 Import Method for Upsells

Magento doesn’t treat upsells as a separate import entity. They are part of the Products entity.

To import upsell products using the native Magento importer:

1. Go to System > Data Transfer > Import
2. Set Entity Type to Products
3. Choose Add/Update as the import behavior
4. Upload your CSV file with the upsell_skus column
5. Adjust separators if needed
6. Click Check Data, then run the import

This works for simple use cases but lacks automation and format flexibility.

🚀 Automate Magento 2 Upsell Imports with Improved Import & Export

For full automation and advanced control, use the Improved Import & Export extension. It supports:

• Multiple file types: CSV, XML, JSON, XLSX, ODS
• Multiple sources: FTP/SFTP, Dropbox, Google Sheets, direct URL, REST/SOAP APIs
• Cron-based scheduling for hands-free upsell updates
• Attribute mapping to match third-party data formats

🔄 Steps to Import Magento 2 Upsell Products with Firebear:

1. Go to System > Improved Import & Export > Import Jobs
2. Click Add New Job, enable it, and set a job name
3. Choose manual or scheduled (cron) execution
   
4. Set Entity Type to Products
   
5. Choose Add/Update for upsell product import behavior and configure separators
   
6. Select your import file format (e.g., CSV) with product data that contains upsell SKUs and its source (e.g., Google Sheets or FTP)
   
7. Upload the file with a valid crosssell_skus column
8. Use mapping to match external columns to Magento fields
9. Save and run the job

📌 Bonus: Integrate upsell data across your ERP, CRM, or PIM systems using REST or SOAP API.

❗ Common Magento Upsell Import Issues (And Fixes)

Even experienced users may run into issues while importing upsell products in Magento 2. Here’s how to fix them:

⚠️ 1. Incorrect or missing SKUs

Ensure that every SKU listed in upsell_skus exists in your product catalog and is spelled correctly.

⚠️ 2. Wrong delimiter or formatting

Separate SKUs with commas, not semicolons or spaces.

Correct format:

upsell_skus
SKU200,SKU201,SKU202

⚠️ 3. File encoding errors

Use UTF-8 encoding. Tools like Google Sheets or LibreOffice Calc are best for safe formatting.

⚠️ 4. Import behavior mistakes

Always choose Add/Update to preserve existing product data while assigning new upsells.

⚠️ 5. Entity type confusion

Do not attempt to import upsells as a separate entity — Magento only supports them as part of the Products entity.

⚠️ 6. No visible errors, but upsells not showing

• Use the Check Data function first
• Review logs
• If using Firebear, inspect the job logs for skipped rows or invalid data

A properly structured file and validated job config are essential to avoid the “Magento 2 upsell products not showing” issue.

📤 How to Export Upsell Products from Magento 2

Magento’s native export tool does not support upsell relationships. Use the Improved Import & Export module to export upsell data alongside product info.

Follow these steps to export Magento 2 upsell products:

1. Go to System > Improved Import & Export > Export Jobs
2. Click Add New Job and configure general settings for your Magento 2 upsell export:
   • Name the job
   • Choose a trigger event (e.g., cron-based, order placed, product updated) if applicable or create a cron schedule.
     
3. Under Export Settings:
   • Set Entity Type to Products (this includes related_skus, upsell_skus, and crosssell_skus columns)
   • Enable Consecutive Export to only export products modified since the last run
     
   • Define the export source (local folder, remote FTP, Dropbox, Google Sheets, etc.) for your Magento 2 upsell export
     
   • Choose the file format: CSV, XML, JSON, XLSX, or ODS
4. Optional:
   • Use attribute filters to narrow down what gets exported (e.g., by category or product type) with your Magento 2 upsells
     
   • Enable attribute mapping to match the export structure with external platforms
5. Save and run the job

✅ You’ll receive structured output like:

sku, name, upsell_skus
SKU001, Basic Phone, SKU002,SKU003

🔗 API, Cloud, & Multistore Integration

Export Magento upsell data to:

• ERP or PIM platforms via REST/SOAP API
• Google Drive, Dropbox, or FTP for offsite backup
• Multistore Magento 2 setups via automated jobs

Whether you’re syncing upsells between stores, running audits, or preparing for migration, Firebear’s tool gives you complete control over Magento 2 upsell product data — both in and out.

SEO and Performance Benefits of Using Upsell Products in Magento 2

Adding upsell product blocks to your Magento 2 store isn’t just a conversion tactic — it’s a smart move for long-term SEO and performance. When implemented thoughtfully, Magento 2 upsell products can improve everything from site architecture to user behavior signals that affect rankings and revenue.

🔗 1. Strengthened Internal Linking and Product Visibility

Every time you assign upsell products in Magento 2, you create additional internal links between items in your catalog. These links don’t just guide shoppers — they help search engines crawl and understand your product relationships.

Upsells support SEO by:

• Building a web of contextual product links
• Enhancing indexability across your catalog
• Distributing page authority more evenly

Since Magento upsell blocks appear on high-traffic product pages, they boost visibility for your top-margin items while reinforcing relevance across categories.

⏱ 2. Increased Time on Page and Deeper Product Engagement

Magento 2 upsell products appear just below the product detail — a key moment when shoppers are still deciding. This placement invites them to compare features, explore higher-value alternatives, and spend more time evaluating their options.

The result?

• Longer session durations
• Lower bounce rates
• More product interactions

These are all behavioral signals that help improve search rankings, especially when your upsell logic is aligned with user intent.

💸 3. Higher Average Order Value and Conversion Quality

Upsells are proven revenue boosters. By positioning better versions of a product — often at slightly higher price points — you increase AOV without overwhelming the customer.

Smart Magento upsell strategies can directly improve:

• Conversion rates on high-margin products
• Average cart value across sessions
• Customer satisfaction by offering better value

Whether it’s a laptop with more RAM, a camera bundle, or a branded alternative, upsells give customers a compelling reason to upgrade — and reward your store in the process.

🧠 4. More Personalized Shopping and Conversion Paths

Automating upsell recommendations based on product type, customer behavior, or pricing thresholds makes your store feel more intelligent and customer-aware. Instead of static lists, Magento 2 upsells can be dynamic and data-driven — showing the right upgrades at the right moment.

This results in:

• A more intuitive buying journey
• Better alignment between product discovery and intent
• Fewer abandoned carts due to indecision

Used correctly, Magento 2 upsell products go beyond cross-selling or bundling — they create opportunities for smarter merchandising, stronger SEO performance, and higher-value customer experiences.

Final Words: Make Magento 2 Upsells Work for You

When implemented strategically, Magento 2 upsell products do far more than simply take up space on your product pages. They help customers make better purchasing decisions, increase your store’s average order value, and create a more curated, value-driven shopping experience. A smartly placed upsell block turns curiosity into action — offering better alternatives that benefit both the buyer and your bottom line.

But as your catalog grows, manually assigning upsell products becomes time-consuming and hard to maintain. That’s why automation and bulk import tools are essential — and why we recommend the Improved Import & Export extension. Whether you’re managing a focused catalog or thousands of SKUs, this tool helps you efficiently import, export, and automate Magento 2 upsell relationships.

With full support for formats like CSV, XML, JSON, XLSX, and ODS — plus import sources like Google Sheets, Dropbox, FTP, and REST/SOAP APIs — you get unmatched flexibility. Combine that with cron-based scheduling, field mapping, and intelligent error handling, and you’re fully equipped to scale your Magento upsell strategy with confidence.

📥 Ready to increase AOV with smarter upsells?
👉 Download the Improved Import & Export extension
📚 Need help? Explore the user manual
💬 Still have questions? Contact the Firebear support team

Make Magento 2 upsell products a cornerstone of your product strategy — not just a feature, but a growth engine that drives higher-value purchases at every click.

Want to master Magento 2 import from A to Z? Explore our complete guide and unlock step-by-step tutorials, tips, and expert tools.
👉 Go to the Full Magento 2 Import & Export Guide

FAQ: Magento 2 Upsell Products