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This article applies to selling in: United Kingdom

ASIN creation policy

To sell a product that is available in the Amazon catalogue, you need to match it to the existing ASIN by creating an offer. If your product is not in the Amazon catalogue, you will have to create a single new ASIN for the product.

ASIN creation limit

To protect the on-site shopping experience for our customers, we limit the number of listings (offers and ASINs) that you can create in a given week until you establish a sales history with Amazon. As you increase your sales, your capacity will increase. We encourage you to prioritise the products you are listing to increase your sales quickly.

Additionally, if you are an established seller and have created a high number of new listings, we reserve the right to temporarily remove your ability to create new listings. We will re-evaluate your status on a weekly basis.

If you think your listing creation privileges have been removed in error, please contact Seller Support.

Duplicate ASIN creation policy

Creating a new ASIN when the same product already exists in Amazon’s catalogue is prohibited and can result in your ASIN creation or selling privileges being temporarily suspended or permanently removed.

Matching your products to existing products in Amazon’s catalogue helps drive a high-quality customer experience. Matching to an existing product instead of creating a duplicate listing allows you to more fully benefit from buyer interest and traffic for that product.

How are duplicates created?

Duplicates are most commonly created when one or more of the following happens:

  • You incorrectly use the UPC, EAN, ISBN, ASIN or JAN not belonging to the product (such as from another product) to identify the product that you are selling.
  • You introduce distinct UPCs, EANs, ISBNs or JANs for identical products. For example:
    • You assign a product a new UPC or EAN in each Amazon marketplace where you sell the product.
    • You assign a new UPC or EAN for compatible products, such as a laptop charger that is compatible with multiple laptops.
  • You have received a product identifier exemption for a product that actually has a product identifier. Listing it without an identifier will create a duplicate.

Tips to avoid creating duplicate ASINs

Ensure that you always use the appropriate UPC, EAN, ISBN, ASIN or JAN code when listing a product. The codes are reliable data that can be used to match your products to existing products in the catalogue. Using incorrect UPC, EAN, ISBN, ASIN or JAN codes to list a product is prohibited, and can result in your ASIN creation privileges being suspended or permanently removed. Listed below are alternatives to help you list your product if it does not have one of these standard product identifiers:

Register your brand with Amazon

If you are the brand owner or manufacturer of your own products and if you can uniquely identify each product with other attributes such as model number or style number, you might be eligible to register your brand with the Amazon Brand Registry, which allows you to use an alternative product identifier.

Visit Amazon Brand Registry: Eligibility and Application Process for more information.

Request a brand or SKU-level UPC exemption

If the product that you are listing has been confirmed to have no known UPC, EAN, ISBN, ASIN or JAN code, and if you are listing a unique selection, you can request a brand or SKU-level UPC exemption. Visit How to List Products That Do Not Have a GTIN for eligibility information.

Provide fitment data to Amazon

For fitment-related products, such as Car & Motorbike and Power sports, visit The Car & Motorbike and Power sports Part Finder to learn more about how to provide fitment data to Amazon. You can apply for brand or SKU-level UPC exemptions to list these types of products.

Register for Amazon Custom

If you are listing print-on-demand or customisable products, you might be eligible to join the Amazon Custom programme, which allows you to offer customised products. Using Amazon Custom to list your products can improve your discoverability among buyers, improve your search relevance and listing efficiency, and also help you to manage your inventory better. Additionally, one product with multiple designs requires only a single UPC exemption. Visit Amazon Custom for more information.

Variation policy

The following prohibited practices are misuses of variations (also known as parent-child relationships). They create a negative customer experience and can result in your ASIN creation or selling privileges being temporarily or permanently removed:

  • Adding incorrect child variations that are not true variations of the parent product. This includes but is not limited to:
    • Adding incorrect variation to ASINs you created.
    • Adding products that are fundamentally different from the parent ASIN.
    • Adding products that are newer versions or models of the parent ASIN.
  • Changing the parent product's detail page so that it does not match the children.
  • Adding multi-pack variations that aren't manufacturer-created to an already existing parent.
    • If you have created a multi-pack listing that is not directly sold by the manufacturer, you must match your listing to an identical multi-pack product detail page. If an identical multi-pack detail page does not exist, you must create a new product detail page with its own unique UPC.
  • Adding multi-pack children by bundling two or more of the same manufacturer products, that is, bundling two three-packs to create a package quantity of six. Multi-pack children must be packaged by the manufacturer. If a customer wants to buy two or more of the same product, they can select that quantity for purchase.
Note: For more detailed information on variation best practices, please visit the Variation help page.

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