How to Get an Amazon Standard Identification Number (ASIN): A Comprehensive Guide

Selling on Amazon can be incredibly lucrative, but navigating the platform’s intricacies can feel overwhelming, especially for new sellers. One crucial element for success is understanding and obtaining an Amazon Standard Identification Number (ASIN). This unique identifier is fundamental to listing and selling your products on the marketplace. This comprehensive guide will break down what an ASIN is, why it’s important, and provide a step-by-step process for obtaining one, whether you’re creating a new product listing or selling an existing one. We’ll also cover common scenarios and troubleshooting tips to help you along the way.

What is an ASIN?

An ASIN (Amazon Standard Identification Number) is a 10-character alphanumeric code assigned by Amazon to identify individual products within its vast catalog. Think of it as a product’s fingerprint within the Amazon ecosystem. It allows Amazon to track inventory, manage listings, and ensure that customers find the exact product they’re looking for. Without an ASIN, your product can’t be listed and sold on Amazon. Every product listed on Amazon, from books to electronics to home goods, has its unique ASIN. The ASIN is crucial for:

• Product Identification: Ensuring each product is uniquely identified within the Amazon database, avoiding confusion among similar items.
• Inventory Management: Allowing Amazon to track inventory levels, manage fulfillment, and handle returns.
• Search Optimization: Enabling customers to find products using the ASIN, often more directly than using product names.
• Product Promotion: Helping sellers run advertising campaigns targeting specific products.
• Fulfillment: Seamless management of order fulfillment for both Amazon-fulfilled (FBA) and seller-fulfilled (MFN) items.

Why is an ASIN Important for Amazon Sellers?

Understanding the significance of an ASIN is paramount for anyone looking to sell on Amazon. Here’s a breakdown of its importance:

• Required for Listing: You absolutely cannot list a product on Amazon without having an ASIN associated with it.
• Visibility and Discoverability: ASINs help customers locate your products. Customers can search directly for products using the ASIN, which is particularly helpful when they know the exact item they want.
• Competitive Analysis: Knowing the ASIN of your competitors’ products allows you to track their performance, pricing, and reviews.
• Sales Tracking: Amazon uses ASINs to track your sales data, which is essential for understanding your product performance and making informed business decisions.
• Customer Support: When a customer needs assistance, providing the ASIN of the purchased product is crucial for accurate and efficient support.
• EAN/UPC Conversion: For products with an EAN or UPC, the initial listing often involves linking that barcode to create the ASIN on Amazon.

Two Main Scenarios: Creating a New Product Listing vs. Selling an Existing Product

There are two primary scenarios when you’ll need to deal with ASINs:

1. Creating a New Product Listing: When you’re selling a product that isn’t already listed on Amazon, you’ll need to create a new product listing and, in the process, you will receive a new ASIN from Amazon. This applies to private-label products, handmade goods, or unique items you’re the first to offer on the platform.
2. Selling an Existing Product: If you’re selling a product that is already listed on Amazon (e.g., reselling a book, a popular brand-name electronic, etc.), you’ll use the existing ASIN to list your item under that product page. This means you won’t be creating a new ASIN but rather associating your offer with an already established one.

How to Get an ASIN: Step-by-Step Instructions

Scenario 1: Creating a New Product Listing (and Obtaining a New ASIN)

This process involves more steps as you’re essentially introducing a new product to the Amazon marketplace. Here’s how it’s done:

Step 1: Gather Essential Product Information

Before starting, you’ll need all necessary details about your product. This includes:

• Product Title: Clear, concise, and keyword-rich.
• Product Description: Detailed and engaging, highlighting key features and benefits.
• High-Quality Product Images: Clear, well-lit, and showcasing all angles of the product.
• Brand Name (if applicable): If your product has a brand, ensure it’s consistent.
• Manufacturer Information: If applicable, the manufacturer’s name and details.
• Category: The most appropriate Amazon product category for your item.
• UPC/EAN/GTIN: A unique product identifier (Universal Product Code, European Article Number, or Global Trade Item Number).
• SKU (Stock Keeping Unit): An internal identifier for your inventory management. You will define this and it is not generated by Amazon.
• Pricing: Competitive pricing strategy for your product.
• Product Dimensions and Weight: Essential for shipping calculations.
• Variations (if applicable): Sizes, colors, etc.

Step 2: Log in to Your Amazon Seller Central Account

Navigate to Amazon Seller Central and log in using your seller credentials. If you don’t have an account, you’ll need to create one.

Step 3: Navigate to the “Add a Product” Section

• Go to the “Inventory” menu on the top navigation bar.
• Click on “Add a Product.”

Step 4: Create a New Listing

• Click on the option “I’m adding a product not sold on Amazon.” (Or similar wording may appear based on updates Amazon may make).

Step 5: Choose Your Product Category

• Select the category that best fits your product. This step is very important as it helps Amazon classify your product correctly and ensures that it’s listed in the appropriate place.

Step 6: Enter Product Details

• Fill out all the required fields with the information you gathered in Step 1. Pay special attention to the following:
• Product ID (UPC/EAN/GTIN): Enter the barcode of your product in the appropriate field. If you don’t have a barcode, you may be able to apply for an exemption. We will cover this in more detail further on.
• Title: Create an engaging title with relevant keywords.
• Brand Name: Ensure you’re using the correct brand name (or your own, if a private label).
• Manufacturer: If applicable, enter the manufacturer’s name.
• Description: Include all the important details about the product.
• Images: Upload professional-quality images of your product.
• Price: Enter your competitive pricing for the product.
• Quantity: Input how much inventory you have available.
• Amazon will often ask more detailed information about the product, depending on the category. Answer all questions to the best of your ability.

Step 7: Submit Your Listing

• After entering all the necessary information, review your product listing carefully.
• Click “Save and Finish” or equivalent to submit your product information.

Step 8: Obtain Your ASIN

• Upon successful submission, Amazon will process your listing and assign a unique ASIN to your product.
• The ASIN will typically appear on the product listing page in your Seller Central account, usually within 15 minutes to a few hours but it might take longer sometimes (up to 24 hours).
• You can also find it in the “Manage Inventory” section by searching for your item and checking the item details.

Scenario 2: Selling an Existing Product (Using an Existing ASIN)

If you are selling a product that is already available on Amazon, you don’t need to create a new listing. You can utilize the existing ASIN. Here’s how:

Step 1: Identify the Product ASIN

• Search Amazon Directly: Use the product name, keywords, or UPC/EAN/GTIN to find the product you are selling on the Amazon website.
• Locate the ASIN: Once you find the product page, scroll down to the “Product Information” section. The ASIN is usually listed there.
• Use the Amazon Seller App: Scan the barcode of the product with the Amazon Seller app to find the ASIN.

Step 2: Log in to Your Amazon Seller Central Account

Navigate to Amazon Seller Central and log in using your seller credentials.

Step 3: Navigate to “Add a Product” Section

• Go to the “Inventory” menu on the top navigation bar.
• Click on “Add a Product.”

Step 4: Search for the Existing ASIN or Product

• Enter the ASIN (or the product name) in the search bar provided.
• Amazon will display the corresponding product page.

Step 5: List Your Product Under the Existing ASIN

• Click on the “Sell this product” button next to the product listing.
• Enter your offering details, such as:
• Your Price: Set your competitive selling price.
• Quantity: Input how much inventory you have.
• Condition: Specify the condition of your product (e.g., new, used – like new, used – very good, etc.)
• Shipping Method: Select your shipping method (FBA, MFN).
• Click on “Save and finish” or equivalent to list your product.

Your product is now listed under the existing ASIN. It’s ready for sale!

Troubleshooting Common Issues When Getting an ASIN

While the process of getting an ASIN is generally straightforward, you might encounter a few challenges. Here are some common issues and how to troubleshoot them:

1. You Don’t Have a UPC/EAN/GTIN

If you don’t have a UPC, EAN, or GTIN (such as if you have a private label brand, handmade products, or if your supplier did not provide it) you will need to request an exemption from Amazon. Here’s how you can do this:

• Navigate to the Product Listing Page As if you were going to list a new product.
• Look for the Exemption Option: When it prompts you to input your barcode, you should find an option to apply for an exemption, usually within the product identifier or barcode field.
• Apply for an Exemption: Amazon will usually require some proof that you are indeed not selling an item with a GTIN and may ask for a variety of details. You may need to submit pictures of the product and packaging, etc..
• Fill out the Application: Provide all necessary details, including why you do not have a product ID.
• Submit your Application: Submit the application to Amazon and await approval.
• Proceed with Listing: If your exemption is approved, you can proceed to list your product without a product ID and Amazon will assign your item an ASIN without a barcode.

2. ASIN Not Appearing After Creating a New Listing

Sometimes, it can take a little while for Amazon to assign an ASIN after you’ve created a new listing. Here’s what to do:

• Wait a Bit: Give it some time. It can sometimes take a few hours for the ASIN to generate.
• Check Your “Manage Inventory” Page: Go to the “Inventory” menu in Seller Central, and select “Manage Inventory.” Search for your item. Sometimes the ASIN is available on the back end before it’s visible in other areas.
• Refresh the Page: Make sure you are not viewing a cached page.
• Check for Errors: Ensure all required fields were filled out properly. Missing or incomplete fields may delay the ASIN assignment process.
• Contact Amazon Seller Support: If after 24 hours your ASIN has not appeared, contact Amazon Seller Support for assistance. They can look into any potential issues with your listing.

3. Conflicting ASIN Information

Sometimes, you might encounter situations where an ASIN is linked to the wrong product, or there are conflicting product details. Here’s what to do:

• Report the Issue: Use the “Report an Issue” button on the product page to notify Amazon of the discrepancy.
• Provide Evidence: Be prepared to provide evidence or proof that there is an error in the listing.
• Contact Seller Support: Reach out to Amazon Seller Support to explain the issue, you might need to open a case and provide as much information as you can.
• Be Patient: These corrections can take some time, as they require an investigation from Amazon’s team.

4. Limited Listing Permissions

In some cases you may need permission to list products in certain restricted categories or branded items. Here’s what to do:

• Check Amazon’s Requirements: See Amazon’s listing requirements for restricted products or brands.
• Apply for Approval: Apply for the necessary approvals as required by Amazon, and be prepared to provide all the requested documentation and or information.
• Provide Invoices: You may need to provide invoices showing that you are authorized to sell the product in question.

Tips for Effectively Using ASINs

Once you have your ASINs, here are some additional tips to help you effectively use them:

• Keep a Record: Maintain a spreadsheet or a database to track the ASINs of your products, it will make your job much easier in the long run.
• Use ASINs for Advertising: Use ASINs when setting up Amazon Sponsored Product Ads to target your customers effectively.
• Monitor Competitor ASINs: Track the performance, pricing, and reviews of your competitors’ products by noting their ASINs.
• ASINs for Inventory Management: When you integrate inventory management software with your Amazon Seller account, ASINs are vital for correct stock level tracking.
• Share ASINs with Your Team: Make sure everyone on your team who deals with Amazon listings has access to the product ASINs for quick and easy identification.

Conclusion

Getting and understanding Amazon Standard Identification Numbers (ASINs) is foundational to selling successfully on Amazon. Whether you’re creating a new product listing or selling an existing product, knowing how to obtain and use ASINs effectively will streamline your operations and improve your chances of success. By following these step-by-step instructions, addressing common issues, and utilizing best practices, you’ll be well-equipped to navigate the intricacies of Amazon’s marketplace and achieve your sales goals.

Remember to always keep your product details updated and refer to Amazon’s help resources when you need assistance. Happy selling!