Guide
Understanding ASINs to create successful advertising campaigns
If you sell on the Amazon store, you’ve probably heard the term “ASIN.” But what does it mean and why is it important to your advertising strategy? In this guide, you’ll learn the basics of ASINs and how to use them in your campaigns.
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Sponsored Products are ads that promote individual product listings on Amazon and select premium apps and websites
What is an ASIN?
Short for “Amazon Standard Identification Number,” an ASIN is a unique combination of 10 letters and numbers that Amazon assigns to a product—including product variations and product versions—in the Amazon store. It is a key part of a product detail page. ASINs help distinguish and track products that appear in the Amazon store, group offers for the same item on a single product detail page, and organize inventory.
How to select ASINs for your advertising campaigns
As your product catalog can often span different product categories and multiple marketplaces (meaning locales where you sell and advertise), selecting which ASINs to include in your campaigns is an important step when advertising with Amazon. Using Sponsored Products ads is a cost-effective and insight-driven solution that helps promote your products, increase sales, and improve brand visibility. Based on shopping trends across the Amazon store, as well as the quality of your individual product listing page, Amazon Ads can help identify which of your suggested products is the most likely to generate impressions and clicks if advertised with Sponsored Products.
To help you leverage these advertising opportunities, your products’ recommendations are featured as labels on your campaign creation page. The gray ‘suggested’ labels highlight products that are most likely to generate impressions and clicks when advertised, and the green labels can give you more insight on why these products are recommended.
Add products with a “Brand building” label to your campaigns.
Shoppers who view or purchase these products are more likely to purchase other products in your brand's catalog, visit your brand store, and search for your brand. Look for the “brand building” green labels on your campaign creation page and add them to your campaign.
Products identified as helping grow brand engagement saw 11x more repurchases when advertised, compared to the brand’s other advertised products.2
Add products with a “Benchmarking” label to your campaigns.
These products’ sales trend or conversion rate is low compared to similar products in the same category. Advertising them can help drive sales.
Suggested products observed 321 times more sales when advertised, compared to products that are not suggested.3
Add products with a “Forecasted demand” label to your campaigns.
Adding products labeled “Forecasted demand” to your campaign can highlight opportunities to advertise products ahead of key shopping events or periods in which there’s a potential increased demand for a specific product. Based on historical category trends, these products are more likely to see an increase in engagement in the next four weeks.
Products generated 32% more sales on average when advertised in weeks their product type historically had high engagement.4
Add products with a “Trending” label to your campaigns.
Advertising products with the “Trending” green label–products currently experiencing increased engagement—can help you engage customers with products they are looking for and help increase sales.
Products generated 22% more sales on average when advertised during weeks their product type was in high demand versus weeks it was not in high demand.5
Group similar products into the same campaign.
When creating a campaign, try adding products that are in a similar category, such as beauty or sports, or are part of a common theme. This not only helps simplify your product selection decision, it also means your campaign setup is relevant to all the products in the campaign.
Ad groups containing similar products saw 6% more units sold on average when advertising with Sponsored Products, compared to those with less similar products.6
Make the most of upcoming deals.
Products with upcoming deals can help more shoppers consider buying your products. Identify which products have deals coming up in the next two weeks, and create a new campaign to support them or add them to an existing campaign.
Get started now
Ready to put your ASIN strategy into action? Register or sign in now to get started with your Sponsored Products campaign.
1. New products are defined as products added to Amazon in the last 90 days. Amazon internal data, WW, 3/26/23–4/1/23. Clicks reference are ad-attributed.
2. Amazon internal data, US, September 2022–September 2023. Brand engagement includes Store traffic, new-to-brand customers, additional sales of other products from your brand (known as spillover sales), and repeat customers. Results are based on past observations and may not indicate future performance.
3. Amazon internal data, WW, 3/26/23–4/1/23. Sales references are ad-attributed.
4. High historical engagement is based on organic clicks for the product type over the past 3 years. Amazon internal data, WW, 7/29/20–7/29/23. Sales referenced are ad-attributed.
5. High demand is based on current trends in organic clicks. Amazon internal data, WW, 11/11/22–9/23/23. Sales referenced are ad-attributed.
6. Similar products are those that share similar search-query results, descriptions, and titles. Amazon internal data, Jan 22, 2023–Mar 4, 2023.