In the context of ecommerce, the article delves into the intricacies of managing product variants and SKUs to optimize search experiences using Elastic Enterprise Search. It explains the hierarchy in product data modeling, where a product can have multiple variants, each identified by unique attributes such as color or size, and how SKUs serve to track inventory at different levels. The challenge lies in deciding how to display search results—whether at the product, variant, or SKU level—while maintaining an efficient and user-friendly search interface. The article emphasizes the importance of de-normalizing data structures for search indexing and suggests strategies for grouping variants to simplify search results. It also discusses implementing filters, like "in-stock" options, to improve the search functionality for customers, ultimately guiding users on setting up comprehensive ecommerce search solutions.