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This article applies to selling in: United Kingdom

Match your products

The Amazon catalogue features products sold by many sellers. To prevent the same product from appearing multiple times and diminishing the customer experience, Amazon uses product matching to find and eliminate duplicate listings.

Product matching helps you to match your product to an existing listing. It then adds your offer information to that listing. If a product does not yet exist in the catalogue, you can create a new product detail page.

Good product matching directly benefits you. When you match your product to an existing listing, you ensure that customers can find your offer.

You can make the most of product matching by appropriately classifying your products in the inventory files that you upload to the website. When you upload your inventory listings, Amazon runs the data through our matching engine to link your products with the appropriate catalogue entry.

Product matching display








A key feature on Amazon is that the same product can be sold by multiple sellers. One seller "wins the Buy Box," while all other sellers appear when the customer clicks "More Buying Choices." The Buy Box winner is determined by a combination of product availability, retail price and other factors. See The Buy Box for more information.

When multiple sellers are selling the same product, the customer can view a list of offers.

Troubleshoot product matching errors

Here are some possible errors that might occur when matching a product or creating a new product entry:

  • Multiple products using the same standard ID.

    In this case, we cannot determine which entry should be matched to your product. Contact us about this error.

  • Multiple products using the same product data.

    The product data, such as the manufacturer and manufacturer part number, is not discriminating enough. For example, you submitted a manufacturer and manufacturer part number that appears to match more than one product. Enter more specific information to find a match.

  • Same product using multiple SKUs.

    A product match was found, but you already have a different SKU associated with it. This can happen if you reused a SKU previously associated with a different product. To fix this problem, delete the SKU and resubmit the product data.

  • Adding a new product fails.

    If you submit a product, but you do not include the required fields for that product type, you will see an error message and the listing will not be added to the catalogue. This ensures that wrongly classified or catalogued products do not appear on the live website. To resolve this problem, resubmit the product with all the required data.

Tips for successful product matching

  • Use unique standard product identifiers.

    Use a standard product identifier when submitting your products. The three top standards are ISBN, UPC and EAN. This is the most important and reliable piece of data in the matching process.

  • Use unique standard identifiers or manufacturer part numbers for every child product.

    If you are creating child products for a variation, each child item must have the correct and unique UPC or manufacturer part number.

  • Use the manufacturer part numbers issued by the manufacturer.

    The manufacturer part number is different from the SKU. The manufacturer part number is the standard by which manufacturers identify their products.

  • Provide manufacturer name, brand or publisher.

    This data is almost always required to create a new product.

  • Limit the product name to its official title.

    Do not include merchandising information in the item name. Use the product description and the bulleted list to add merchandising details. For example, do not include "Reduced Price" in the name of the article.

  • Use the specific attribute fields correctly.

    For example, product dimensions, such as height, width and weight, should be specified in the Height, Width and Weight attributes. Do not use general purpose merchandising fields for these values.

  • Do not reuse SKUs.

    If you must change your SKU for a product, do not reuse or recycle old SKUs. Issue a new SKU for the item, and then reassign the product to the new SKU.

  • Do not submit a UPC, EAN or manufacturer part number for parent items.

    If you create parent and child products for variations, the product data for the parent product should only contain data that is common to all child products. This includes Item Name, Product Description, Featured Bullets and so on. Standard identifiers such as UPC, EAN and manufacturer part number are unique for each child product. Do not copy these values into the attributes for the parent product.

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