The ASIN is the number Amazon uses to identify every product on its platform. Whether you sell on Amazon, research products or simply want to find a specific item again as a customer, you will come across this ten-character number all the time. In this guide you will learn what an ASIN means, how it is built, where to find it, how it differs from EAN, GTIN and FNSKU, and how sellers create a new ASIN.
What is an ASIN? The quick answer
ASIN stands for Amazon Standard Identification Number. It is a unique catalogue number that Amazon assigns to every product in its product catalogue. Every product on Amazon needs its own ASIN.
- Length: 10 alphanumeric characters, meaning letters and digits
- Start: almost all products begin with "B0"
- Books: here the ASIN is the same as the ISBN-10
- Assigned by: Amazon itself, automatically when a new product is created in Seller Central
- Purpose: all offers for the same product end up on one shared product page. This standardisation keeps the catalogue tidy and makes products easier to find.
An ASIN is not a serial number. A serial number identifies a single device, while the ASIN identifies a product in the catalogue, no matter how many sellers offer it.
How an ASIN is built
A typical ASIN looks like this: B08K4Q2P9L. The first two characters "B0" are the same for almost all products. They are followed by 8 letters and digits in a sequence that Amazon sets. Together that makes 10 characters that exist exactly once on the platform.
Books are a special case: Amazon uses the ISBN-10 as the ASIN. That is why a book's ASIN often consists of digits only.
What Amazon uses the ASIN for
The ASIN drives the entire catalogue structure on Amazon. It does far more than power search:
- Catalogue and product pages: the ASIN groups all offers for a product on one page and prevents mix-ups between products with similar names.
- Precise product search: with the ASIN, customers and sellers find a product unambiguously.
- Inventory management: listings, stock and orders are tied to the ASIN in Seller Central.
- Advertising: with Sponsored Products you can target individual competitor ASINs.
Important: the ASIN is Amazon-specific and not an international standard. Outside Amazon it has no meaning, unlike the EAN.
Where do I find the ASIN? 3 quick ways
1. In the product information on the product page
Scroll down the product's Amazon page to the "Product information" or "Product details" section. The ASIN appears there next to details such as manufacturer, model number and Best Sellers Rank.
2. In the URL
The number almost always appears directly in the product page address, after "/dp/". The pattern is amazon.co.uk/dp/XXXXXXXXXX. The 10 characters after "/dp/" are the ASIN.
3. In the Amazon app
Open the product in the app, tap "Share" and copy the link. The URL again shows the ASIN after "/dp/". Alternatively, you find it further down in the product details.
As a seller: find the ASIN in Seller Central
In "Manage Inventory" in Seller Central you see the ASIN for every listing. The search field lets you filter by SKU, title, ISBN or ASIN.
How to search Amazon by ASIN or product number
You can simply type an ASIN into the Amazon search bar. In most cases you land straight on the right product. This also works with many barcode numbers, because Amazon links them to a product. If the search shows several results, check in the product information which product has the right number.
ASIN vs EAN, GTIN, UPC, ISBN, FNSKU and SKU
Many numbers in e-commerce sound similar but do different jobs. The key differences at a glance:
| Code | Issued by | Length | Identifies |
|---|---|---|---|
| ASIN | Amazon | 10 characters | a product in the Amazon catalogue |
| EAN (GTIN-13) | GS1 | 13 digits | a product worldwide, standard in Europe |
| UPC (GTIN-12) | GS1 | 12 digits | a product worldwide, mainly USA |
| ISBN | ISBN agency | 10 or 13 characters | books |
| FNSKU | Amazon | 10 characters | your units in FBA warehouses |
| SKU | you | your choice | your own listing internally |
Is the ASIN the same as the EAN? No. The manufacturer assigns the EAN via GS1, and it is valid across all retail. Amazon assigns the ASIN for its own platform only. A product usually has both: a barcode on the packaging and an ASIN on Amazon.
EAN or GTIN? GTIN is the umbrella term. The EAN is a 13-digit GTIN (GTIN-13), the UPC a 12-digit GTIN.
ASIN or FNSKU? The FNSKU is Amazon's warehouse number for your units with Fulfilment by Amazon. It links every unit in the warehouse to your seller account. That also stops counterfeits from being mixed with your stock. Our guide to Amazon barcodes explains more.
How to convert an ASIN to an EAN and vice versa
There is no direct conversion, because both numbers are assigned independently. You can match them with the right tools though:
- Barcode to ASIN: enter the EAN in the Amazon search or use the search when adding a product in Seller Central.
- ASIN to barcode: tools such as Keepa show the stored EAN for many ASINs. Our Keepa guide shows how to use it.
- Find suppliers for an ASIN: with ProfitPath Reverse ASIN Search you enter an ASIN, EAN or brand and find shops that sell the product for less.
Note: with variations or bundles, one EAN can match several ASINs. Always check title, images and quantity.
Reverse ASIN has two meanings: many tools also use the term for keyword analysis. You enter a valid 10-character ASIN and see which keywords a competitor's product ranks for. That helps with competitor analysis and with improving your own listings. ProfitPath's Reverse Search, on the other hand, finds suppliers.
How do I get an ASIN? Creating one as a seller
Case 1: the product already exists on Amazon
If you sell a product that is already in the catalogue, you do not create a new ASIN. For identical products you must use the existing ASIN and add your offer to it. That is how online arbitrage, retail arbitrage and wholesale work. Duplicate listings for the same product break Amazon's policies.
Case 2: you sell a new product
For a unique product that does not exist on Amazon yet, you create a new product page in Seller Central. You usually need a GTIN from GS1. For your own brand or products without a barcode, you can apply for a GTIN exemption. After review, Amazon assigns the ASIN automatically. Complete information matters: product title, product images, description and the right category.
ASIN creation limit: Amazon limits how many new ASINs a seller can create in a given period. When you hit the limit, error 8571 appears. Brand owners in Brand Registry have more options here.
Parent and child ASINs for product variations
Products with variations, such as different sizes or colours, have one parent ASIN and several child ASINs. The parent ASIN groups the variations on one product page and cannot be bought itself. Each variation has its own child ASIN with its own price, stock and orders.
Is the ASIN the same on every Amazon marketplace?
Often yes. The same product frequently has the same ASIN on Amazon.co.uk, Amazon.de, Amazon.fr and other European stores. It is not guaranteed though. In some countries a product can have a different number, for example with country-specific variants. Always check the ASIN in the marketplace you sell in.
Why the ASIN matters so much for sellers
For sellers doing online arbitrage or wholesale, the ASIN is the central system of product research. You see its importance in daily use:
- Matching products: you match products from online shops or supplier lists with Amazon via EAN and ASIN.
- Pulling data: sales history, sales volume, price history and Best Sellers Rank are all tied to the ASIN.
- Comparing marketplaces: with the same ASIN you compare prices between Amazon.co.uk, Amazon.de and other countries, the basis for Amazon-to-Amazon arbitrage.
- Watching competitors: with Spy Search you see which ASINs other sellers add to their range and where sales are worth it.
ProfitGo shows you the ASIN on every Amazon product page and in online shops, together with fees, profit, ROI, selling eligibility and Keepa data. That lets you work faster alone or as a team than with separate tools. Our Amazon FBA calculator guide explains how to calculate fees and profit accurately.
Frequently asked questions about the ASIN
What does ASIN stand for?
ASIN stands for Amazon Standard Identification Number. It is a product's identifier in the Amazon catalogue.
Where do I find the ASIN?
In the product information on the Amazon product page, in the URL after "/dp/" or, as a seller, in your inventory in Seller Central.
Is the ASIN the EAN?
No. The manufacturer assigns the EAN via GS1, Amazon assigns the ASIN. A product usually has both numbers.
Is the ASIN the same as the serial number?
No. The serial number identifies a single device, the ASIN a product in the catalogue, no matter how many units customers buy.
How can I search Amazon by product number?
Simply enter the ASIN or EAN in the Amazon search bar. The right product usually appears straight away.
How many characters does an ASIN have?
Exactly 10 alphanumeric characters, made of letters and digits. Most ASINs start with "B0".
Conclusion
The ASIN is the central number on the Amazon platform. As a customer you find any product again in seconds. As a seller you need it to create offers, match products with suppliers and check data such as price history and sales. Remember how it differs from EAN and FNSKU, and you avoid the most common listing mistakes.
