Yes, you technically can pause or close your best-selling variation temporarily to try and drive more traffic to the second one, but it's not the most advisable strategy. Doing so may hurt your overall Best Seller Rank (BSR), reduce momentum, and potentially frustrate customers who were looking for the original variation.
A smarter approach is to keep the top variation active and instead boost visibility for the second one through targeted PPC campaigns, slightly lower pricing or special offers, and dedicated creatives (like A+ Content comparison charts).
You can also run a limited-time deal or coupon on the second variation to encourage sales without sacrificing performance on the first. This way, you push traffic strategically without losing the gains you've already made.
