Here you’ll find the selected info on how to get greater control over your product pages using Amazon ASIN number, as well as how to get amazon ASIN, why it is important, what kind of tools and tricks you can use to ease the processes, how sellers ensure it's automatically updated within product feed, and, of course, ASIN definition.
What is Amazon ASIN
ASIN (Amazon Standard Identification Number) is one of the unique product identifiers used for managing the Amazon product catalog. In a technical sense, it’s a 10-digit code made up of numbers and letters.
ASIN is an integral part of Amazon selling policy, as it allows buyers to find the precise item they are searching for and sellers to efficiently arrange and index items within a catalog.
The URL structure for an Amazon product listing: where’s the ASIN?
So let’s see how the product URL looks like and where you can easily find ASIN.
Amazon URL > Name of product > dp > ASIN
Let’s break a structure on an example.
Amazon marketplace URL – www.amazon.com
Name of the product – Fire-Tablet-7
ASIN – B07HZHCDQG
Note: every retailer selling the same product on Amazon should use exactly the same ASIN.
But: not all ASINs could be used globally. That means the item sold on Amazon.co.uk could have a different identification number.
Why Amazon ASIN is important to Amazon sellers?
Each product sold on a Big A marketplace gets a unique Amazon Standard Identification Number.
What’s the use of ASIN for retailers?
- A code is used to identify and track items in your Amazon store.
- ASIN indexes catalog pages for search and ensures a product is searchable by Amazon shoppers.
When shoppers type in ASIN (or ASIN along with product description) Amazon provides accurate and relevant items searches each time. So make sure you’re using the correct ASIN number for every product on a list, otherwise, Amazon won’t be able to categorize it correctly and customers' search won’t lead to you specifically. So, option a) you have to find a relevant existing ASIN within the Amazon ASIN database; b) create a new identification number for your product. Follow the article to figure out which is your case.
Tip: type in a product’s identification number (ASIN) to Google or directly to Amazon to analyze the keywords, product titles, and meta descriptions your highest-rating competitors are using for the same product. As always, SEO is key to succeeding on any marketplace.
Every Amazon seller faces the challenge of managing the Amazon listings as well as a struggle to create that perfect product description and ecommerce product images to win a vivid competitive advantage and climb higher in Amazon algorithms. I’ve attached materials that would help you out.
How to get Amazon ASIN number?
Basically, you’ll receive ASIN when you go to “Add a Product” tool on Amazon selling page. Alternatively, scroll down to Product information and you’ll find ASIN.
Once you have all information about products, send it to Amazon for listing approval. If all good it is placed to your inventory along with Amazon ASIN number. Voila!
Do you need to create a new ASIN for a product that already exists on Amazon?
Unless you upload a product that previously didn’t appear on Amazon, you do not need to create any new ASIN number.
Moreover, it is prohibited to create new ASINs for existing products.
Creating a new ASIN for existing products doesn’t benefit you as a seller in any way. On the contrary, matching it with an existing product allows you to take advantage of that product traffic on a market.
For books, it’s a no brainer — here the product’s ASIN equals ISBN code (International Standard Book Number).
For all other cases, follow the steps outlined above.
How to create a new ASIN on Amazon
If it’s a new product and there’s no ASIN in the Amazon database for it yet, you’ll have to create one. First, you should know the products GTIN (Global Trade Item Number): UPC (Universal Product Code), EAN (International Article Number), or ISBN (International Standard Book Number). Here Amazon explains each code in short. Having these lets Amazon create and then match their own unique ASIN numbers.
In case you don’t know any of these universal identifiers — ask product manufacturers to provide you with the relevant information.
If you’re a manufacturer yourself, apply for the UPC at GS1.
Note: Amazon leaves the right to limit the number of new product listings depending on the seller’s sales and listing creation history.
Creating a new ASIN=Lower Competition on a marketplace
Amazon is a big ecommerce machine. Starting selling at a marketplace you both get an advantage of bigger product exposure within a rich customer base, as well as a headache to compete with a number of other retailers.
Good news. If you’re creating new ASINs — this means there are no such types of products on a market yet. Consequently, no direct competition.
Should you create separate ASINs for the product variations? (color, size, models, etc.)
There are “parent-children” relations among products’ ASINs. These are between the product’s variations, like color, storage capacity, size, model, and so on (see the example below).
According to Amazon, variations are sets of products that are related to one another. These products would be under a single parent ASIN. Though, you will have an ASIN for each child in the variation (flavor, color, size, style, etc.).
Variations pages shouldn’t be fundamentally different. Adding incorrect child variations to parent products (like product images or names that are fundamentally different from parent ASIN) could lead to penalties, like a temporary ban.
Example: you have a tablet that comes in 4 different colors; rather than creating 4 separate product detail pages, you can group them on the same page with the four different ASIN variations which customers would see as color choices.
Note that newer versions/models of the same product are NOT variations.
ASIN Lookup Tools
There’s also an easier way. Gepard Product Content Syndication Software automatically takes care of product content push and update to Amazon. Just gather product information in a CSV, and the syndicator will transform it to the data structure of Amazon marketplace. In the end you will have all ASINs attached to each product item by Amazon. Learn more here.
Reverse ASIN lookup
What is reverse ASIN lookup?
Reverse ASIN lookup is a way to compare your highest-rating competitors’ products ASINs by analyzing Amazon PPC keywords they are using to promote sales.
Taking care of product content comes #1 on Amazon. Along with applying the right keywords, sellers often meet content-related challenges, like the transformation of product data according to marketplace specifications; on-time application of product data adjustments; combining product feed from different data sources (e.g. catalog provider + vendor’s feed). Now, as Amazon launched an AFS (Amazon Feed Specification) program, it’s becoming even more crucial for a successful business to comply with its rules. AFS gives vendors an opportunity to unify formats and leave behind the manual templates, BUT at the same time, it becomes important for vendors to automate all manual data entry, keep a product base updated within an AFS monthly taxonomy updates, and transform millions of product descriptions on time. Here is an AFS case study that would help you to find out how you can benefit from a program.
When selling the product on a Big A marketplace, make sure to get it all sorted out with ASIN. Failing to do so (like using the wrong ASIN number), will cost you sales, as an item would not even appear in a search. Do not let the possibility of getting it all faster to the market slip away, do research on product content syndication tools, as well as such Amazon enhancement programs as AFS.