What is an ASIN number and how to create a new one?

Amazon manages millions of products, and the ASIN number (Amazon Standard Identification Number) is what keeps its entire marketplace organized. In this guide, you’ll learn what an ASIN number is, how Amazon uses it, how sellers can create a new Amazon ASIN number, and how it helps you protect your brand and streamline catalog management.

Key takeaways

• The ASIN number is Amazon’s unique identifier for every product

• Sellers must use the correct ASIN or create a new one for new products

• You can find any Amazon ASIN number via URL or product details

• ASINs help with catalog accuracy, brand protection, and marketplace performance

What is an ASIN number?

An ASIN number (Amazon Standard Identification Number) is Amazon’s internal item identifier, similar to a product’s digital fingerprint. Every product sold on Amazon has a unique ASIN number made up of 10 characters. Each ASIN starts with “B0”, followed by a combination of letters and numbers.

Developed in 1996 by Amazon engineer Rebecca Allen, the ASIN system uses a base-36 format (26 letters + 10 digits) to categorize products efficiently as Amazon scaled beyond books.

Benefits of the ASIN system for Amazon

• Tracks and categorizes all listings

• Simplifies product handling in fulfillment centers

• Helps manage orders, shipping, and inventory

• Enables customers to find exact product matches

Why ASIN numbers are important for sellers

With more than 353 million items listed, the Amazon ASIN number is used for catalog accuracy and seller performance.

Why it matters

• Ensures your product shows up in search results

• Prevents catalog conflicts and listing errors

• Helps you monitor inventory and shipments

• Supports competitive analysis via reverse ASIN lookups

• Strengthens your Buy Box strategy

If your product doesn’t match an existing ASIN, Amazon requires you to create a new ASIN number before listing it.

How to find an ASIN number on Amazon

Finding any product’s ASIN is fast and publicly available.

1. From the Product URL

Look for /dp/B0** in the URL. Everything after /dp**/ is the ASIN number.

2. From the Product Details Page

Scroll to “Additional Information” → find ASIN listed among product specs.

When to create a new ASIN vs. use an existing one

Amazon wants a unified and seamless shopping experience, which means:

• One ASIN = One product detail page
  Duplicate ASINs will eventually be merged by Amazon.

Use an existing ASIN when:

• The product already exists in Amazon’s catalog

• You’re reselling or listing a widely distributed item

• Multiple sellers offer the same product

Create a new ASIN when:

• Your product is not yet in Amazon's catalog

• You own a private label or exclusive distribution rights

• You’re launching a new brand

Amazon may ask verification questions about your product and business during creation.

How to create a new ASIN number on Amazon

You can create a new ASIN in two ways:

1. Add a product via Amazon Seller Central

• Go to Add a Product

• Choose “I’m adding a product not sold on Amazon”

• Manually enter product details

• Submit for ASIN assignment

Best for: Sellers adding a small number of products.

2. Upload inventory file templates

• Download category-specific templates via Add Products via Upload

• Fill in required fields in the spreadsheet

• Upload and submit

• Amazon processes the file and generates unique ASINs

Pros:

• Add products in bulk

• Saves time

• Ideal for large catalogs

Cons:

• Requires Excel expertise

• Manual data entry unless automated

How to use your ASIN numbers effectively

ASIN numbers aren’t just identifiers; they’re powerful tools for catalog and brand management.

Boost sales & visibility

• Use reverse ASIN tools to analyze competitor keywords

• Track product performance by ASIN

• Improve Buy Box competitiveness for specific ASINs

Protect your brand with Brand Gating

Amazon’s Brand Gating protects registered brands from counterfeit listings.
To sell gated products, sellers must:

• Pay a fee (typically $1,000+)

• Provide invoices or official authorization

Brand owners can prevent unauthorized sellers from using their ASINs, protecting catalog accuracy and brand integrity.

Maximize your reach

The ASIN number is the organizer of Amazon’s marketplace and is essential for catalog management, brand protection, and seller success.

If you want to manage your listings more efficiently across multiple marketplaces, Channable helps you automate product feeds, sync inventory, and optimize Amazon operations at scale.
Explore Channable's Marketplace integration to streamline your Amazon listings and advertising.