Amazon is a massive e-commerce platform with millions of products available for sale. For sellers on Amazon, understanding ASINs (Amazon Standard Identification Numbers) is crucial for effectively managing product listings and ensuring a smooth experience for both customers and Amazon itself. In this comprehensive guide, we'll explore the importance of ASINs, how to create a new ASIN on Amazon, and best practices for managing ASINs on the platform.
What is an ASIN?
An ASIN, or Amazon Standard Identification Number, is a unique identifier assigned to each product listed on Amazon's marketplace. It consists of a 10-character alphanumeric code that serves as a unique identifier for a specific product. Amazon uses ASINs to manage and organize product listings on its website and differentiate between similar products.
ASINs serve several important purposes for Amazon sellers, including:
- Unique product identification: ASINs help to distinguish between similar products, ensuring that customers can easily find and purchase the product they are looking for.
- Product listing organization: ASINs are used to group similar products together under specific categories and subcategories, making it easier for customers to browse and compare products.
- Inventory management: ASINs help sellers keep track of their inventory levels for each product, ensuring that they don't run out of stock.
Why are ASINs Important?
ASINs play a significant role in the Amazon marketplace, as they help manage the massive product catalog and improve the user experience for buyers and sellers alike. Some of the key reasons ASINs are relevant include:
- Accurate product search and organization: With unique ASINs assigned to each product, customers can easily search and find the exact product they are looking for. This also helps Amazon organize and index catalog pages, ensuring an optimized shopping experience.
- Inventory tracking and management: ASINs enable sellers to accurately track their inventory levels and manage their product listings more efficiently.
- Compliance with Amazon policies: By using ASINs, sellers can ensure that their product listings comply with Amazon's policies and guidelines, avoiding potential issues such as suspension or legal action.
When to Create a New ASIN
Before creating a new ASIN, it is essential to determine whether your product already has an existing ASIN in Amazon's catalog. To do this, you can search for your product in the Amazon marketplace and check if it is listed under an existing ASIN. If it is, you should use that ASIN when listing your product for sale.
However, if your product does not have an existing ASIN, you will need to create a new one. This typically applies to manufacturers and brand owners introducing new products to the market or sellers with unique products not currently available on Amazon.
How to Create a New ASIN in Amazon
To create a new ASIN on Amazon, follow these six steps:
Step 1: Research Your Product
Before creating a new ASIN, it is important to understand your product's category, subcategory, and product type, as this information will be required during the creation process.
Step 2: Sign in to Amazon Seller Central
Sign in to your Amazon Seller Central account, which allows you to manage your Amazon seller account. Once you have signed in, click on the "Inventory" tab and select "Add a Product."
Step 3: Choose Product Category
You will need to choose the appropriate product category, subcategory, and product type for your product. Amazon's product taxonomy is complex, so it is important to choose the right category to ensure that your product is listed in the correct section of the website.
Step 4: Enter Product Information
Next, you will be prompted to enter your product information, including the product name, brand, manufacturer, and product description. Make sure that the information you enter is accurate and detailed, as this will help potential buyers find your product on Amazon.
Step 5: Enter Product Details
Once you have added your basic info, you will need to enter specific details about your product, such as its size, color, and material. You will also need to add product images and pricing information.
Step 6: Submit for Approval
After you have entered all the necessary information, you will need to submit your product for approval. Amazon will review your product information and images to ensure that they meet the platform's guidelines. If your product is approved, Amazon will assign your product a new ASIN.
Using an Existing ASIN
For retailers and resellers, you can often use existing ASIN numbers for your product listings. While Amazon has a policy against duplicate ASINs, using a current identifier for your product has its benefits. By matching your product to an existing ASIN, you can take advantage of the existing buyer interest and traffic for that product.
To search for existing ASINs, you can create a listing through your Seller Central account and enter your product's name, model number, UPC, EAN, or ASIN. Choose the appropriate listing for your product and add the remaining information.
Ensure that your product matches the existing ASIN exactly, as any discrepancies can result in negative customer experiences, leading to negative reviews and potential suspension of your selling privileges.
ASIN Creation Policy and Best Practices
Amazon has an ASIN creation policy that helps maintain an organized catalog and prevent fraudulent listings. According to this policy, sellers must either match their product to an existing ASIN or create a new ASIN for their product if it does not already exist in Amazon's catalog. Creating duplicate ASINs is prohibited and can result in the temporary suspension or permanent removal of your selling privileges.
To avoid creating duplicate ASINs, ensure that you always use the appropriate UPC, EAN, ISBN, or JAN code when listing a product. Additionally, it is essential to keep your ASINs organized and up-to-date to improve search rankings and customer experience.
Managing Product Variations and ASINs
For products with variations, such as size, color, or other attributes, Amazon uses a parent-child relationship structure, with one parent ASIN and multiple child ASINs for each variation. This structure helps customers compare different options and choose the one they prefer.
It is important to adhere to Amazon's ASIN variation policy, which prevents sellers from listing fundamentally different items under the same parent-child ASIN. Violating this policy can lead to listing removals or account suspension.
ASINs and Global Trade Item Numbers (GTINs)
When creating a new ASIN, you will need to provide your product's GTIN, a 14-digit product identifier used by Amazon to create and match ASINs. GTINs can be found near your product's barcode and are required for creating a listing on Amazon.
If you do not have a GTIN for your product, you will need to contact your manufacturer or register a code if you are the manufacturer.
Understanding and managing ASINs is crucial for success on Amazon. By creating new ASINs when necessary, using existing ASINs when appropriate, and adhering to Amazon's policies, you can optimize your product listings and improve your search rankings and customer experience.
By following the steps outlined in this guide, you can successfully create a new ASIN on Amazon and ensure that your products are accurately listed and easily discoverable by potential buyers.