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

The Amazon ASIN is a unique 10-character alphanumeric code the company gives to every product it stocks. ASIN stands for Amazon Standard Identification Number – and if you’re selling online, it’s vital you understand what an ASIN is, how it works and how you can create one.

We’ll provide clarity on what an ASIN number is, how Amazon uses it, and how ASINs can help protect your brand and streamline catalog management.

Key Takeaways

• ASINs are 10-digit codes Amazon creates for the products listedon the marketplace
• You can find any Amazon ASIN number via URL or product details
• ASINs help with catalog accuracy, brand protection, and marketplace performance
• Sellers must use the correct ASIN or create a new one for new product

What is an ASIN number?

The (Amazon Standard Identification Number (ASIN) system is Amazon’s internal item identifier.

Every product sold on Amazon has a unique ASIN number made up of 10 characters. You can think of the ASIN as a product’s individual digital fingerprint. This enables Amazon to manage millions of products that it sells.

The ASIN system was developed in 1996 by Amazon engineer Rebecca Allen. The ASIN system uses a base-36 format (26 letters + 10 digits) to categorize products.

Each ASIN starts with “B0”, followed by a combination of letters and numbers.

It was created by Allen – and adopted by Amazon – as the business scaled beyond books and expanded across borders.

You don’t need to understand how the ASIN system works to see its benefits:

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

Amazon manages over 350 million products, making – with the ASIN numbering system ensuring catalog accuracy and seller performance.

It’s clear that having the right ASIN number for every product you sell is vital – here’s why:

Why the correct ASIN is essential

• 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

You can find the ASIN number for any product on Amazon in two ways: checking the URL or product page.

1. From the Product URL

In each product’s URL you’ll see the ASIN is listed after /dp/ or /gp/product/.

Check out this 2025 Macbook Air for sale on Amazon.

You can quickly scan the URL to see that the ASIN is: B0DZDB3LGY.

2. From the Product Details Page

You can find every product’s ASIN number by checking the product page and looking under “Product Information”.

You can scroll to “Additional Information” → find ASIN listed among product specs.

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

Amazon ASIN system is part of its attempt to create a unified and seamless shopping experience. Retailers will need to decide when to use an existing product and when to create a new ASIN

Each ASIN has its own product page. The ASIN enables multiple sellers to sell the same product.

The Macbook Air product page is a good example. If Amazon identifies duplicate ASINs, it will eventually merge them – making things much easier for shoppers.

In some cases, sellers will need to create a new ASIN, if the product is new or hasn’t previously been sold on Amazon.

Here are some tips to help you decide:

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 is protective over the marketplace and likes to control the process. You may be asked verification questions about your product and business when creating an ASIN. answer them clearly and you shouldn’t have any problems.

ASIN matching

If Amazon already lists the products you’re carrying, you can link your inventory to Amazon’s using the existing ASIN number. Thankfully, this is much easier than creating your own ASIN (which we’ll walk you through below).

• Find the ‘Add Products” option in the Catalog Menu in Seller Central
• Enter the product GTIN and submit to see a selection of matching products
• Once you’ve selected the correct option, click “Sell this product”
• Select the price you want to sell at and your fulfillment method and you’re good to go

Small-scale sellers can even scan a product’s bar code for individual listings.

It’s a simple process that’s easy to follow and can be automated at scale. But what happens if your product isn’t currently for sale on Amazon? You’ll need to create an ASIN number.

How to create a new ASIN number on Amazon

Creating an ASIN number is really simple and you can do it 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

Pros:

• Simple solution ideal for sellers adding a small number of products
• Manual entry can reduce errors

Cons:

• Can be time consuming when adding large numbers of new 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

Troubleshooting: Dealing with Error 8541/8542

List enough products and you might encounter errors 8541/8542 on Amazon marketplace. These two error codes appear when data in your product listing conflicts with the information that Amazon holds.

If this happens, you’ve got several options to fix it:

• Match existing data: Carefully compare the details of your submitted product with Amazon’s existing catalog data. You’ll need to adjust it to ensure that your listing so every required field aligns exactly.
• Directly enter the ASIN: Instead of relying on UPC matching you can manually enter the correct ASIN in your upload file or Seller Central, which can sometimes remove this error.
• Spot the reused UPCs: Duplicate identifiers can create errors, so check whether your UPC or EAN has already been used for a different product in Amazon’s catalog.
• Use the “Fix your products” tool: You can use the “Fix your products” tool in Seller Central to review problem listings and see Amazon’s suggested fixes.

If all else fails, you can always contact Amazon Support and discuss with them what the solution could be.

Simple guide to importing ASINs

When you’re managing a large catalog importing ASINs is much easier than managing manual uploads. You can upload ASINs in bulk, managing hundreds or even thousands of products at once. Here’s how it works:

• Download the correct inventory template in Seller Central
• Enter existing ASINs in the template: Use the ASIN field for each product and fill out all the details.
• Check your file is accurate and upload: You can use Amazon’s file check tool to ensure everything will work when uploaded.
• Monitor processing reports: When the products are live, you can use Amazon’s processing report to identify any issues or errors.

Large-scale sellers with huge inventories will find that importing ASINs can rapidly speed up the process and reduce manual workload significantly.

How to catalog match ASINs

Catalog matching is about ensuring that your product is linked to the correct listing in Amazon’s database. It stops duplication in the catalog, making things better for sellers, buyers and Amazon.

Here’s how you can catalog match ASINs correctly and avoid errors:

• Search for the product in Seller Central
• Check product details: When you’ve found the product, you can check its specifications to avoid mismatches and errors.
• Select “Sell this product”: Click the option to add your offer to the existing ASIN. You’ll need to set the price, quantity and fulfillment method.

Catalog matching is an important way to reduce listing errors that can harm sales. Any issues with your ASINs can create issues with Amazon, too.

It can be a challenge to do this manually, but it’s simple to automate with a feed management solution.

How to use your ASIN numbers effectively

ASIN numbers are more than product identifiers, they’re powerful tools for catalog management and brand promotion. Using them intelligently, you can gain an advantage over the competition (and we all want that).

Boost sales & visibility

Here are some ways that using ASINs can benefit your business selling through Amazon:

• 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. This digital barrier can help to protect you from cut-price competitors trying to take a chunk out of your market.

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. This can help protect your advantage, protect catalog accuracy and ensure brand integrity.

Manage inventory and maximize reach with ASINs

The ASIN is a vital part of the Amazon empire. Ensuring every product has an ASiN is essential for sales acceleration, catalog management and brand protection. Sellers that ASINs are set up for success.

Managing a single ASIN is simple, but it can get confusing and complicated at scale. More products mean more ASINs.

Channable can help you automate product feeds, sync inventory, and optimize Amazon operations, enabling you to operate at scale – and drive more sales.

Want to know more? Explore Channable's Marketplace integration solution to streamline your Amazon listings and advertising.