What Is an Amazon ASIN? A Comprehensive Guide for Sellers

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Navigating the world of selling on Amazon demands a solid grasp of ASINs and their purpose. Put simply, an Amazon ASIN is a unique product identifier that appears on Amazon’s product details page.

Adhering to Amazon’s ASIN policies is crucial, as non-compliance can result in a total ban from the platform, putting your eCommerce dreams on hold.

So, if you’re considering launching an eCommerce business through Amazon, you’ve come to the right place. Our comprehensive ASIN guide is here to help you understand the ins and outs of this essential identifier, ensuring a smooth and successful journey as you embark on your online selling adventure. Let’s get started!

Quick Takeaways:

  • Amazon ASIN Definition: An Amazon ASIN (Amazon Standard Identification Number) is a unique 10-character identifier assigned by Amazon to every product listed on their platform. It serves as a product’s fingerprint, aiding both sellers and buyers.
  • ASINs Are Marketplace-Specific: ASINs are unique within each Amazon marketplace, meaning the same product may have different ASINs in different countries.
  • Finding ASINs: ASINs can be found in the product web address (URL), on the product details page in the “Product Information” section, or through ASIN lookup tools.
  • Reverse ASIN Search: Sellers can use a reverse ASIN search to uncover competitor keywords and optimize their PPC campaigns effectively.
  • Universal Product Identifiers: While ASINs are Amazon-specific, there are other universal product identifiers such as GTINs (Global Trade Item Numbers) for international use.
  • Creating New ASINs: Creating a new ASIN can reduce direct competition and increase the chances of winning the Buy Box.
  • Process to Create New ASINs: To create a new ASIN, log in to your Seller Central account, add a product, select a category, provide product details, and submit. Amazon will assign a new ASIN.
  • Using UPC and GS1 Barcodes: It’s essential to use valid and authorized GTINs from reputable sources like GS1 for accurate product listings and seamless integration with Amazon’s catalog.

What is an Amazon ASIN?

ASIN stands for Amazon Standard Identification Number. It’s a unique identifier that Amazon assigns to every product that Amazon sellers list on the platform. It’s usually an alphanumeric string of 10 characters and is used by Amazon to identify each unique product within their massive catalog.

ASINs are unique within each marketplace, meaning the same product will have different ASINs for different Amazon marketplaces.

For example, if you are selling the same ‘Cat Tree’ in both Amazon US and Amazon UK marketplaces, there will be two different ASINs for that ‘Cat Tree.’ Also, an ASIN for a book is the same as its ISBN or International Standard Book Number.

For every product, Amazon will assign a new ASIN when you upload it to Amazon’s catalog.

Where to Find ASIN on Amazon?

There are three ways to find an ASIN Amazon and they are;

1. Product Web Address or URL

The product page opens whenever you click on a product on Amazon’s website. Each page has it’s own unique URL (web address) which contains the ASIN.


2. Product Information Section of the Product Page

When you open a product page on Amazon, scroll down to the Product Information segment to find the ASIN, under the ‘additional information’ section.


3. ASIN Lookup Tools

As an Amazon seller, identifying the top products associated with a particular keyword for your product listing is essential. However, manually browsing through individual product pages can be both tedious and time-consuming.

Thankfully, an ASIN search tool can streamline this process, allowing you to uncover numerous ASINs related to a single keyword with ease. One such tool is ASIN Tool, which is just one of the many available options designed to make your Amazon selling experience more efficient and hassle-free.

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Before I explain Reverse ASIN Lookup or Search, let’s answer another question:

Why Amazon ASINs are important to Amazon and its sellers?

Amazon’s product catalog structure depends on ASINs.

Amazon uses ASINs to;

  • Reference catalog data
  • Index catalog pages for accurate search and browsing
  • Track product inventory

Even shoppers benefit from ASINs because they can use an Amazon ASIN to find a specific product within Amazon’s massive product catalog.

For sellers, ASINs help;

  • Brand owners to identify their products on Amazon
  • Track products for competitor study (or track their own products)
  • Find competitor keywords using reverse ASIN search

A reverse ASIN search is a keyword research method where you take a competitor’s ASIN and use a specialized tool like Jungle Scout to find the PPC (pay-per-click) keywords your competitor uses to drive sales using Amazon PPC campaigns.

I prefer using Jungle Scout because of its accuracy and ease of use. Thus, I will walk you through the process of reverse ASIN search using Jungle Scout.

Here are the three steps:

Step 1: Find your competitor’s existing ASIN

If you want to target only one competitor, go to the competing product page on Amazon and grab the ASIN from the page URL or from the Product Information section of the product details page (see above).

If you wish to target multiple competitors, use Jungle Scout’s Product Database or Opportunity Finder tools to identify top-selling products with their respective ASINs.

Step 2: Open Keyword Scout in Jungle Scout and feed in the ASIN

Keyword Scout is a keyword research tool by Jungle Scout, and it supports reverse ASIN lookup.


Now, add the competitor ASIN in the search field and hit the search button. If you want, you can add up to 10 comma-separated ASINs in the search bar.

Step 3: Grab the keywords

Wait for a few seconds after you run a reverse ASIN search and Jungle Scout will spit out the keywords that your competitor(s) is/are using for PPC campaigns.


What are GTINs, UPCs, ISBNs, and EANs?

ASINs are unique to Amazon and therefore you can’t use them elsewhere. However, there are certain universal product identifiers which become useful when you work internationally outside of Amazon.

Let’s quickly go through them.

GTIN: GTIN stands for Global Trade Item Number and it identifies a global product. You will find a GTIN on a product’s barcode label.

The different types of GTINs include:

UPC or Universal Product Code: A 12-digit code unique to each product. UPC is popular in North America. There are different variants of Universal Product Codes like UPC-A, UPC-B, UPC-C, UPC-D, UPC-E, UPC-2, and UPC-5.

ISBN or International Standard Book Number: A 10-digit (used before December 2006) or 13-digit (used from 1 January 2007 onwards) code that identifies books. ISBNs start with 978 or 979 and their last digit is a check digit between one and three.

EAN or European Article Number: A 13-digit unique identifier code used for identifying products sold in European countries.

In 2002, the Uniform Product Code Council and EAN merged and adopted the name GS1. As a result, this organization became responsible for managing global standards for product identification codes such as UPCs and EANs.

For Amazon sellers, understanding and utilizing GS1-approved codes is crucial for ensuring accurate product listings, efficient inventory management, and seamless integration with Amazon’s catalog, ultimately contributing to a successful selling experience on the platform.

The Benefit of Creating New ASIN Numbers

Amazon’s product catalog is massive and keeps growing as it keeps adding products across hundreds of categories. This leads to intense competition among Amazon sellers.

When you create a new ASIN, it means that you are that product’s only seller. Thus, you won’t face any direct competition from other sellers. In turn, it helps to win the Buy Box and thereby increases sales.

If you want to sell a product that’s already available on Amazon, you won’t be able to create a new Amazon ASIN. Instead, you’ll need to link your product to an existing ASIN through your Seller Central account.

Using an existing ASIN means your chance of winning the Buy Box decreases significantly.

How to Create New and Unique Amazon ASINs?

You’ll create a new and unique Amazon ASIN when you add a brand new product that is yet to exist on Amazon.

Manufacturers and FBA brands are typically in a better position to create new ASINs. However, if you’ve discovered and sourced a product to resell and it’s not currently available on Amazon, you’ll also have the opportunity to create a new ASIN.

As a new seller, Amazon will impose limitations on the number of listings and new ASINs you can create. Once you’ve established a successful sales history, Amazon will grant you the ability to create additional ASINs.

To create a new and unique ASIN, follow these five steps:

Step 1: Log in to your Seller Central Account


Step 2: From the Inventory menu, click on Add a Product and then click on Create a New Product Listing.

Step 3: Select a product category. You can select multiple categories. If you don’t see an appropriate category, it may require approval or it is a restricted category.

Step 4: After you select the category, fill out the form and provide all product details including product name, brand, size, color, material makeup, etc.

Step 4: On the same form, provide the GTIN. You can find the GITN on the barcode label. Remember that UPC, ISBN, EAN, etc., are all GTINs.

Step 5: Submit the form and wait for Amazon to assign a new ASIN and publish the product details page.

Any other seller who wants to sell the same product that you listed with a new ASIN will now have to use this ASIN.

Pros and Cons of Amazon ASIN for Amazon Sellers


  1. Efficient Product Identification: An Amazon ASIN number is an efficient way to uniquely identify your products within Amazon’s vast catalog, making it easier for customers to find and purchase your items.
  2. ASIN Creation and Policy: Amazon automatically generates ASINs for new product listings, simplifying the process for sellers.
  3. Unique for Each Marketplace: ASINs are marketplace-specific, allowing you to list the same product in different Amazon marketplaces, each with its own unique ASIN.
  4. Access to ASIN Lookup Solutions: ASIN lookup tools can help you identify top-selling products associated with specific keywords, giving you a competitive advantage.
  5. Reverse ASIN Keywords: Conducting reverse ASIN searches with 3rd party tools like Jungle Scout can help you discover competitor keywords and optimize your PPC campaigns effectively.
  6. Product Variation Policy: Amazon allows for parent-child relationships, so you can list variations of a product under a single ASIN, streamlining your inventory management.


  1. Restricted to Amazon: ASINs are specific to Amazon, and you cannot use them for products sold outside the platform, limiting their universal applicability.
  2. Limited to Brand Owners: Brand owners have more control over creating new ASINs. Non-brand owners may need to provide substantial evidence to create new ASINs for existing products.
  3. Competitive Landscape: In highly competitive categories, creating a new ASIN may not always be possible. Using an existing ASIN may lead to more direct competition.
  4. GTIN Requirements: To create new ASINs, sellers need to provide valid GTINs, which may require purchasing them from authorized sources.

While Amazon ASINs offer numerous benefits for sellers, understanding their limitations and navigating ASIN-related policies can help you make informed decisions when managing your Amazon business.

How to Use Your UPC And GS1 Barcode?

As a brand or manufacturer, obtaining GTINs for your products is essential.

I strongly recommend avoiding purchasing GTINs from unauthorized sellers or unfamiliar sources, as there’s a risk that those GTINs may have been previously used. Instead, ensure you obtain GTINs from reputable and authorized sources to guarantee their validity and uniqueness.

The best way to get your GTINs is to use GS1 US – a company selling internationally accepted GTINs.


GTINs are sold in different formats, including;

GTIN 12: Used predominantly in North America, GTIN 12 has 12 digits. It’s synonymous with UPC and is encoded in the UPC-A barcode. It is meant to be scanned at POS (Point-of-Sale). However, you can also use it for eCommerce.

GTIN 13: Used outside of North America. It has 13 digits and is synonymous with EAN. This GTIN is encoded in the EAN-13 barcode. This is also meant to be scanned at POS or used online.

GTIN 14: This GTIN has 14 digits and it never starts with zero. It’s for product groupings and not intended for POS usage.

GTIN 8: Has 8 digits and is meant for very small trade items. Primarily meant to be scanned at POS and is predominantly used outside of North America.

If you want to sell in the Amazon US marketplace, you’ll need GTIN 12. If you want to sell in Europe, you’ll need GTIN 13.

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

What’s an Amazon ASIN? – Summary

While a bit technical, understanding the importance of ASINs and how they function is crucial for Amazon sellers.

By familiarizing yourself with the processes involved in creating, managing, and utilizing ASINs, you’ll be better equipped to succeed in the competitive world of Amazon FBA.

As a seller, always ensure you follow Amazon’s guidelines and obtain the necessary product identifiers from authorized sources. This will not only enhance your seller reputation but also create a seamless shopping experience for your customers.

Amazon ASIN: General FAQ

What is ASIN number and what does it stand for?

What does ASIN stand for? Amazon Standard Identification Number or ASIN meaning that it’s a unique 10-character identifier assigned by Amazon to products listed on their platform. The ASIN number serves as a fingerprint for each product, helping both sellers and buyers navigate through the massive selection available. Understanding the ASIN meaning can help you manage your product listings more efficiently.

How do I get an ASIN number from Amazon for my products?

Great, you’re ready to list your products on Amazon! But how to get an ASIN number from Amazon? It’s simpler than you think. When you create a new product listing, Amazon will automatically generate an ASIN for that item. If your product is already sold on Amazon by another seller, you’ll need to use the existing ASIN for that particular item. Therefore, there’s no need for you to manually generate an ASIN; Amazon takes care of it for you.

How can I find the item number (ASIN) on Amazon?

Now that you know what an ASIN number is, the next logical question is how to get ASIN item number from Amazon. You can usually locate the ASIN on the product details page under the “Product Information” section.

It’s also part of the product’s URL after the “dp/” segment. Knowing how to find item number on Amazon is particularly useful if you’re a seller looking to check out the competition or a buyer wanting to share a specific product link.

How to add a product to an existing ASIN?


If you are a reseller or a retailer, you’ll add your product to an existing ASIN when you create your Amazon listing.

When you choose the ‘Add a Product’ option from your Seller Central account, you will have an option of searching Amazon’s catalog using UPC, EAN, ISBN, or ASIN.

Once you run a search, Amazon will show the existing listings. You can choose an ASIN from there but you must ensure that the product you are listing is an exact match to the product already listed using that ASIN.

Even a minor variation in a product can negatively impact your seller rating, as customers may leave unfavorable reviews based on the discrepancy between their expectations and the received item.

What is the Product Variation Policy of Amazon?


As a seller, when you search and add ASINs, you’ll come across product variations, aka Parent-Child Relationships.

A product (like a leather tote bag) can have different colors, sizes, etc. These variations in characteristics are called product variations. Shoppers can use these variations to compare and buy.

There will be one Parent ASIN for products with variations, and all variants will have Child ASINs. You must follow Amazon’s rules if you are trying to list variations. Certain prohibitions prevent sellers from misusing variations and fundamentally changing child products.

Failure to comply can lead to temporary or permanent removal of selling privileges.

Can non-brand owners create ASINs?

When a brand is enrolled in the Amazon Brand Registry, those not associated with the brand, and who are not brand owners, are restricted from creating new ASINs for the brand’s products.

Nonetheless, if you can provide evidence that the product is genuine and from that specific brand, and that there isn’t an existing ASIN for it yet, you may request the creation of a new ASIN. To do so, you’ll need to reach out to Selling Partner Support with all the required information to make your case.

Where did ASINs come from?

When Amazon first launched in 1995, it primarily sold books and relied on the International Standard Book Number (ISBN) as a unique identifier for its catalog. However, the 10-character-long ISBN system had its drawbacks.

Firstly, it was expensive for small publishers. Secondly, back in 1995, these publishers would sometimes reuse their ISBNs with their own numbering system, leading to checksum issues. Lastly, Amazon couldn’t use ISBNs for the other products it intended to sell, and purchasing ISBNs from Bowker would have been too costly at the time.

In 1996, Amazon software engineer Rebecca Allen came up with a solution: the Amazon Standard Identification Number (ASIN). The ASIN followed the same 10-character format as the ISBN, allowing Amazon’s existing database and software to adopt the new identifier without undergoing major changes.

To sum it up, ASINs were created to accommodate non-book products in Amazon’s catalog. Today, every non-book product sold on Amazon is assigned its own unique ASIN code.

What does the ASIN mean on Amazon?

Amazon ASIN (Amazon Standard Identification Number) is a unique 10-character identifier assigned by Amazon to products listed on their platform, serving as a distinctive fingerprint for each product.

Where do I find Amazon ASIN number?

You can find the Amazon ASIN number in various ways, including on the product details page under the “Product Information” section, in the product’s URL (web address), or by using ASIN lookup tools.

Is SKU the same as ASIN?

No, SKU (Stock Keeping Unit) and ASIN are different identifiers. ASIN is specific to Amazon and used for product cataloging, while SKU is often an internal code used by sellers to track inventory and manage their business operations.

How do I use an ASIN number on Amazon?

To use an ASIN on Amazon, you can create new ASINs when adding brand new products to the platform. Log in to your Seller Central account, select a product category, fill out product details, provide valid GTINs, and submit the form. Amazon will then assign a new ASIN for your product.

About the author

Disclaimer: Please note this post may contain affiliate links, from which, at no additional cost to you, I may earn a small commission. Also as an Amazon Associate I earn from qualifying purchases. I only recommend products and services I’ve used or would use myself. If you choose to purchase from any of my links, thanks so much for your support! 😊

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