Dynamics 365 Sales Product Relationships: Substitute vs Cross-Sell Explained

Product relationships in Dynamics 365 Sales help sellers discover alternatives and complementary products while working on opportunities, quotes, orders and invoices. The most common confusion is between Substitute and Cross-sell—and whether selecting a substitute automatically replaces the original product.

Quick answer: A substitute is an alternative to the original product, while a cross-sell is an additional related product. In the standard Dynamics 365 Sales experience, both appear as suggestions. Selecting a substitute adds it to the transaction; it does not automatically remove or replace the original line.

What are product relationships?

Dynamics 365 Sales supports four relationship types: Accessory, Cross-sell, Substitute and Up-sell. Microsoft describes these relationships as suggestions shown to sellers during opportunity or order management. A relationship can be created for a product or product bundle, but not for a product family. See Microsoft Learn: Define related products.

Substitute vs cross-sell vs up-sell vs accessory

Relationship	Functional meaning	Example	Expected seller action
Substitute	An alternative when the original product is unavailable or unsuitable.	Filter Model B instead of discontinued Filter Model A.	Add the substitute and remove the original if replacement is intended.
Cross-sell	A related product sold in addition to the selected product.	Add a maintenance kit with a machine.	Keep the original and add the related product.
Up-sell	A higher-value alternative to the selected product.	Offer a premium machine model instead of the standard model.	Discuss the higher-value option with the customer.
Accessory	A supporting item used with the main product.	Add a mounting bracket for the selected equipment.	Add the accessory when required.

It also supports relationship direction. Cross-sell and Substitute can be unidirectional or bidirectional, while Accessory and Up-sell are unidirectional. This matters when deciding whether Product A should suggest Product B only, or whether each product should suggest the other.

How to configure product relationships

1. Open the Sales Hub app.
2. Select Change area and open App Settings.
3. Under Product Catalog, select Families and products.
4. Open the product for which suggestions should be configured.
5. Open the Related tab and select Product Relationships.
6. Select New Product Relationship.
7. Select the related product, relationship type and direction.
8. Save and close the relationship.

The product being configured can be in Draft, Active or Under Revision state.

How sellers use Suggestions

On an opportunity

1. Open the opportunity and go to the product grid.
2. Select the existing product.
3. Select Suggestions.
4. Choose one or more related products and select OK.

On a quote, order or invoice

1. Open the transaction and locate the Products section.
2. Select a product and choose More commands > Suggestions.
3. Select the related products to add and select OK.

The process is the same for quotes, orders and invoices. See Add products to quotes, orders or invoices.

Why does a substitute not replace the original product?

This is standard behaviour. Microsoft’s documented action is to select related products from the Suggestions pane and add them to the transaction. The relationship classifies the recommendation; it does not execute replacement logic.

Therefore, if the seller intends to replace Product A with Product B, the functional process is:

1. Add Product B from Suggestions.
2. Confirm its unit, quantity, price and other line details.
3. Remove Product A manually.

If the business requires one-click replacement, that would be a custom solution—for example, a command that creates the substitute line, copies approved values and removes the original only after validation. Ensure that the design also account for quantities, pricing, discounts, bundles, tax, inventory, integrations and approvals.

Practical functional example

Assume a spare-parts business sells Pump Model A.

• Pump Model B is configured as a bidirectional substitute because either model can serve as the alternative.
• Maintenance Kit is configured as a cross-sell because it is sold in addition to the pump.
• Premium Pump Model C is configured as a unidirectional up-sell from Model A.
• Mounting Bracket is configured as a unidirectional accessory.

When Model A is selected, the seller can review all four options in Suggestions and decide what matches the customer’s need. Dynamics 365 assists the decision but does not make it on the seller’s behalf.

Frequently asked questions

Does Substitute automatically replace a product?

No. It appears as a suggestion and is added when selected. The original line must be removed separately in the standard experience.

Can relationships be defined on product families?

No. Microsoft states that related products can be added to a product or product bundle, but not to product families.

Where are product relationships stored in Dataverse?

They are represented by the Product Relationship (ProductSubstitute) table, which stores the relationship type between two products. See Product catalog tables.

D365 Sales Product Relationships vs F&O

If your organization uses both Dynamics 365 Sales and Dynamics 365 Supply Chain Management, an obvious question arises: If substitute, cross-sell or alternative products are already maintained in F&O, can Dynamics 365 Sales automatically use those relationships?

The short answer is: Not out of the box.

Dynamics 365 F&O has its own concepts for alternative products, cross-selling and up-selling. However, Microsoft does not currently provide a standard Dual-write map that automatically converts F&O product relationships into Dynamics 365 Sales Product Relationships..

Have you implemented product relationships in your Dynamics 365 Sales solution? Share your experience or questions in the comments.