Key takeaways
- An ASIN (Amazon Standard Identification Number) is a unique 10-character code Amazon assigns to each product; it only works on Amazon.
- You can find it in the product URL after "/dp/", in the product details section, or in Manage All Inventory in Seller Central.
- Amazon creates a new ASIN when you list a product that is not yet in the catalog; products without a barcode may need a GTIN exemption.
In short: What is an ASIN? It is the Amazon Standard Identification Number, a unique 10-character code that Amazon gives each product in its catalog. You can find it in the product page URL after "/dp/", in the product details section, or on the Manage All Inventory page in Seller Central.
Updated October 2026: We added an at-a-glance table and a list of common ASIN mistakes. Earlier this month we checked every step against Amazon's seller guidance and added sections on identifiers and GTIN exemptions.
| ASIN at a glance | Answer |
|---|---|
| Full name | Amazon Standard Identification Number |
| Format | 10 letters and digits, usually starting with "B0" |
| Who assigns it | Amazon, when a new product detail page is created |
| Where to find it | Product URL after "/dp/", product details section, or Manage All Inventory |
| Can you buy one? | No. You create a listing or join an existing one |
| Works outside Amazon? | No. Barcodes such as UPC and EAN work everywhere |
If you are an Amazon seller, this code sits behind every listing you create or join. This guide explains what it is, how it differs from barcodes like UPC and EAN, where to find it and how to get one for a new product.
What is an ASIN on Amazon?
An ASIN is a 10-character alphanumeric code that Amazon assigns to a product in its store. Each product in Amazon's catalog has its own detail page and its own ASIN. Amazon uses it to organize the catalog, track inventory and power search and browsing.
Most ASINs start with "B0", for example B07FZ8S74R. Books are different. For a printed book with a 10-digit ISBN (International Standard Book Number), the ASIN is usually the same as that ISBN, for example 0451524934. Kindle editions get their own code.
What does ASIN stand for?
ASIN stands for Amazon Standard Identification Number. Amazon created this standard identification number (ASIN) for its own catalog, and it only has meaning inside Amazon's stores. You will not find it printed on product packaging.
Why does the ASIN matter to sellers?
The ASIN matters because every offer on Amazon is attached to one. When several sellers offer the same product, they all sell on the same detail page under the same code. Customers then compare offers in one place instead of scrolling through duplicate listings.
For sellers, the code is used in:
- listing and matching products to the catalog
- inventory and FBA shipment management
- reports, advertising campaigns and pricing tools
- brand protection and policy cases with Amazon
How is an ASIN different from UPC, EAN, ISBN, SKU and GTIN?
An ASIN works only on Amazon, while UPC, EAN, ISBN and GTIN are global standards and a SKU is your own internal code. All of them are unique identifiers, but each one identifies something different. The table below shows how they compare.
| Identifier | What it is | Length | Who issues it | Where it is used |
|---|---|---|---|---|
| ASIN | Amazon Standard Identification Number | 10 letters and digits | Amazon | Amazon stores only |
| UPC | Universal Product Code (UPC-A barcode) | 12 digits | GS1 (mainly GS1 US) | Retail worldwide, mainly North America |
| EAN | European Article Number (EAN-13 barcode) | 13 digits | GS1 member organizations | Retail worldwide, mainly Europe |
| ISBN | International Standard Book Number | 13 digits (10 before 2007) | National ISBN agencies | Books |
| SKU | Stock Keeping Unit | Any length you choose | The seller | Your own inventory systems |
| GTIN | Global Trade Item Number, the family that includes UPC, EAN and ISBN | 8, 12, 13 or 14 digits | GS1 | Global supply chains and marketplaces |
What is the difference between an ASIN and a SKU?
Amazon assigns the ASIN to the product, while you assign the SKU to your own stock. Two sellers of the same item share one ASIN but each uses a different SKU. One seller can also have several SKUs for one ASIN, for example a new and a used offer.
What is the difference between an ASIN and a UPC or EAN?
A UPC or EAN is a barcode number that identifies a product in any store, while an ASIN only identifies it on Amazon. You usually need a valid UPC or EAN number to create a new listing. Amazon then links that barcode to the ASIN it assigns. Amazon checks UPCs against the GS1 database, so the barcode must be genuine.
What is the difference between an ASIN and an ISBN?
An ISBN identifies a book edition anywhere, while an ASIN identifies any product on Amazon. For printed books with a 10-digit ISBN, Amazon normally uses that ISBN as the ASIN.
How do you find an ASIN?
You can find an ASIN in four places: the product page URL, the product details section, Seller Central and the Amazon apps. Pick the one that fits what you are doing.
- Product page URL. Open the product on Amazon and look at the web address. The code comes right after "/dp/". In https://www.amazon.com/dp/B09HR5KSR8, the ASIN is B09HR5KSR8.
- Product details section. Scroll down the listing to "Product information" or "Product details". The ASIN is listed there with other data such as dimensions and the date first available.
- Seller Central. Go to Inventory and open Manage All Inventory. Each of your listings shows its ASIN next to your SKU. You can also search the catalog by product name, UPC, EAN or ISBN when you add a product.
- Amazon apps. In the Amazon Shopping app, open the product and scroll to the product details. In the Amazon Seller app, you can search for a product or scan its barcode to see the listing.
Can you look up many ASINs at once?
Yes. Third-party research tools such as Jungle Scout, Helium 10 and AMZScout can look up codes for many products at once. Inside Seller Central, inventory reports also list the ASIN for every SKU you sell.
Is the ASIN the same in every Amazon store?
Often, but not always. The same product frequently keeps one ASIN across Amazon marketplaces, such as Amazon.com and Amazon.de. Some products have different codes in different stores, so check each marketplace before you list or ship.
How do you get an ASIN for a new product?
You get a new ASIN by creating a product listing that does not yet exist on Amazon. Amazon assigns the code automatically when it creates the new detail page. You cannot buy one or request one separately.
- Search the catalog first. In Seller Central, go to Catalog and then Add Products. Search by name, UPC, EAN or ISBN.
- Match if it exists. If the product is already listed, add your offer to the existing ASIN. Do not create a duplicate.
- Create a new listing if it does not. Choose "I'm adding a product not sold on Amazon", pick the category and enter the product ID, title, brand, images and other details.
- Wait for the ASIN. Once Amazon accepts the listing, the new code appears in Manage All Inventory.
What if your product has no UPC or EAN?
If your product has no barcode, you can apply for a GTIN exemption in Seller Central. This is meant for products such as private-label, generic, handmade or bundled items that genuinely have no GTIN.
- Start from Catalog, then Add Products, and choose "I'm adding a product not sold on Amazon".
- Select the category and enter the brand name exactly as it appears on the product. Unbranded items can be listed as generic.
- Tick "I don't have a Product ID" and apply. Amazon may ask for 2 to 9 real photos showing all sides of the product and packaging.
- Amazon usually replies by email within 48 hours. Approval applies to that brand and category.
Products that already carry a GS1 barcode are not eligible. Some brands and categories always require a GTIN.
Does Amazon Brand Registry remove the need for a barcode?
It can help, but it depends on the category. Amazon Brand Registry is for owners of a registered or pending trademark. Brand owners enrolled in it can often list their own products without a GTIN or get an exemption more easily. Check the product ID rules for your category in Seller Central before you list.
When should you use an existing ASIN instead?
You should use the existing ASIN whenever you sell an existing product that is already on Amazon. This applies to resellers, wholesalers and anyone selling a branded item they did not make.
Joining the existing listing keeps the catalog clean and follows Amazon's rules against duplicate detail pages. Only create a new one for a product that is genuinely different, such as a new brand, model or bundle.
What are Amazon's ASIN rules for variations and brands?
Amazon's rules aim to keep one accurate detail page per product and to protect brand owners. The main ones are set out below.
How do parent and child ASINs work?
Variations link related products under one parent ASIN. Each version, such as a size or color, gets its own child ASIN. Customers can then switch between versions on one page. Variations must be the same product in different forms, not different products grouped together.
Who can create ASINs for a branded product?
For brands enrolled in Brand Registry, the brand owner has more control over its detail pages and who can create new ones. If Amazon questions your right to list a branded product, it may ask for proof. This can be a letter of authorization or invoices from the brand or an authorized distributor.
How do you protect your brand's ASINs?
You protect your listings by enrolling in Amazon Brand Registry. It gives you tools such as Report a Violation, Project Zero and Transparency to remove infringing listings and reduce counterfeits.
How can you use ASINs to grow sales?
You can use ASINs to improve your own listings and to study competitors. Every tool and report on Amazon is keyed to the code, so it is the quickest way to track a product.
- Optimize your listing. Use clear titles, accurate bullet points, relevant keywords and good images on each detail page.
- Watch competitor ASINs. Track price, reviews and ranking for specific products you compete with.
- Run a reverse ASIN lookup. Tools like Helium 10 and Jungle Scout show which search terms a competitor's listing ranks for.
What is a reverse ASIN lookup?
A reverse ASIN lookup shows the keywords a product ranks for when you enter its code. Sellers use it to find search terms for their own titles, descriptions and ad campaigns.
What are common ASIN mistakes to avoid?
Most ASIN problems come from duplicate listings and invalid product IDs. Avoid these:
- Creating a duplicate ASIN for a product that already has a detail page. Search the catalog first and add your offer instead.
- Using barcodes not issued by GS1. Amazon checks UPCs against the GS1 database, so bought-in codes can be rejected.
- Treating the ASIN as a barcode. It is never printed on packaging and has no meaning outside Amazon.
- Grouping different products as variations. Child ASINs must be the same product in a different size, color or similar form.
- Assuming one ASIN covers every store. Check the code in each marketplace before you list or send stock.
What else should you sort out when selling on Amazon?
Tax compliance comes with every new listing and marketplace. If you use Amazon FBA, storing stock in another country can create VAT obligations there. Our guide to Amazon FBA VAT in Europe explains when you need to register. Selling into the US can create sales tax obligations in several states, as covered in our guide to US sales tax for foreign sellers.
Taxually handles VAT registration and filing through CrossTax and US sales tax through LumaTax. Book a free call with one of our experts to talk through your setup.
Sources
How Taxually handles this
Taxually’s CrossTax handles VAT registration, VAT, OSS and IOSS returns and fiscal representation in the countries you sell into, and checks your sales data against 250+ validation rules before each filing. OneTax then pays every tax authority with one bulk payment in your chosen currency.
Related guides
Frequently asked questions
What is an ASIN on Amazon?
An ASIN (Amazon Standard Identification Number) is a unique 10-character alphanumeric code that Amazon assigns to each product in its catalog. Most start with "B0". For printed books with a 10-digit ISBN, the ASIN is usually the same as the ISBN.
How do I find a product's ASIN?
Look in the product page URL after "/dp/", or scroll to the product details section of the listing. Sellers can also see it next to each SKU on the Manage All Inventory page in Seller Central.
How do I get an ASIN for a new product?
Create a new listing in Seller Central for a product that is not yet on Amazon. Amazon assigns the ASIN automatically when it creates the detail page. You cannot buy one separately.
Can I get an ASIN without a UPC or EAN?
Yes, if your product genuinely has no GTIN. You can apply for a GTIN exemption in Seller Central, usually with 2 to 9 real photos of the product and packaging. Amazon usually replies within 48 hours. Products with a GS1 barcode are not eligible.
What is the difference between an ASIN and a SKU?
Amazon assigns the ASIN to the product, and every seller of that product shares it. You assign the SKU to track your own stock, so each seller uses a different one.
Is an ASIN the same as a UPC or EAN?
No. A UPC or EAN is a global barcode number issued through GS1 and used in any store. An ASIN only works on Amazon. Amazon links your barcode to the ASIN when you list.
Should I create a new ASIN or use an existing one?
Use the existing ASIN whenever the same product is already on Amazon. Only create a new one for a genuinely different product, such as a new brand, model or bundle.
Is an ASIN the same on every Amazon marketplace?
Often, but not always. Many products keep one ASIN across stores such as Amazon.com and Amazon.de, but some have different codes, so check each marketplace before you list.
Can I buy an ASIN?
No. Amazon assigns an ASIN automatically when it creates a new product detail page. To get one, you create a listing for a product not yet on Amazon, or add your offer to the existing ASIN.
