Amazon ASINs: Setting up products on the marketplace
Selling on Amazon can become competitive, and with tens of millions of products available to purchase, the marketplace catalogue grows each year. Sellers create new ASINs each day, so knowing the ins and outs of product listings can be highly beneficial for getting the most out of the platform.
Understanding Amazon ASINs
Amazon Standard Identification Numbers (ASINs) are unique identifiers assigned to products by Amazon and partner companies. Each identifier contains a combination of numbers and letters, creating a unique code for every product listed in the marketplace. This allows buyers and sellers to easily identify the correct products, as no two items will have the same ASIN.
Sellers interested in selling on multiple marketplaces should also note that ASIN numbers are unique to their platform, so each marketplace will have a different ASIN for the same product.
Creating & using existing ASINs
Amazon only allows one product ASIN to be assigned per product, so any duplicate ASINs will be merged. Creating a new product ASIN is simple, as the numbers are automatically generated by Amazon once a new product listing is added. Private sellers, brand owners, and sellers with exclusive distribution rights will usually have to undertake this process as their products will not be sold by any other sellers.
Sellers also have the option to check whether there is an existing ASIN for the same product on the marketplace. If one exists, you can share the same product page with other sellers that offer the same item. This process is particularly applicable for resellers and retailers.
Once listed, product ASINs can be easily discovered in multiple locations on the marketplace such as the product listing’s URL and description page.
Why Amazon ASINs are important for sellers
Amazon ASINs are a vital tool for tracking inventory, referencing catalogue data, and indexing catalogue pages to search and browse. Customers can also use ASIN numbers and product description to find specific items directly through the search box. Sellers should also make note of including the correct ASINs in storefronts, and ad campaigns to avoid incorrect redirects.
Another valuable use of ASINs is to help sellers establish product variations or parent-child product items. This allows buyers to compare and select items based on product attributes such as size, colour, weight, etc within the same listing.
Creating one parent ASIN with different child variations is also highly beneficial for sellers maintaining a large number of product listings on the marketplace. However, it should be noted that Amazon does have restrictions and rules in place to prevent any misuses of parent-child variations. More information about this can be found on Seller Central.
ASIN requirements
Although ASINs are set up within the platform, Amazon requires manufacturers and brand owners to provide a Global Trade Item Number (GTIN) for each item. This code is typically found near the barcode on product packages, or through the manufacturer of the item. Manufacturers selling directly on Amazon must register products through ISBNs or UPCs.
The common types of GTINs accepted by Amazon include:
European Article Number (EAN) – a 12 or 13 digit identifier code
Universal Product Code (UPC) – a 10 or 13 digit unique commercial book identifier barcode
International Standard Book Number (ISBN) – 12 digital bard code used in retail packaging in the US
U.S. sellers should also be aware that Amazon has recently started to track ASIN product titles to ensure compliance with their marketplace requirements. To prevent suspension sellers should avoid the use of promotional keywords and phrases, non-readable characters such as emojis, titles exceeding 200 characters, and titles not including product identifying information within each listing title.
Summary
Amazon ASINs are a crucial part of the inventory management process for sellers on the marketplace. Taking the time to configure an effective identifier process for products listed on Amazon can be highly advantageous for sellers looking to manage stock, ads and sales more efficiently as their business grows.