Beginner’s Guide: ASIN Basics and Amazon ASIN Suspension Appeal

Amazon ASIN suspension

Last updated on July 17th, 2023

Written by Ken Zhou

As a new seller, you might get overwhelmed with Amazon policies and guidelines when creating ASINs. It is too overwhelming that you're tempted to skip reading it altogether. Unfortunately, this approach might get you into trouble, and you may get an Amazon ASIN suspension.

Amazon ASIN suspension may have different causes, and unfortunately, a simple Amazon SEO optimization can't fix it. It would be best if you investigate deeper to know the suspension's root cause since Amazon will not provide specific information regarding the suspension notification. 

This is why it is crucial to know the fundamentals of ASINs, the marketing best practices for ASINs, and how you can be suspended because of creating ASINs. This guide will cover these, plus how to open an Amazon account after suspension and other Amazon suspension help tips.

ASIN: Definition and Importance

ASIN, which stands for Amazon Standard Identification Number, is a 10-digit alphanumeric code that Amazon assigns to every product in the marketplace. It is Amazon's unique identifier for tracking inventory.

Why is it important? ASIN has a valuable role in order fulfillment, specifically picking and shipping. Amazon uses it to track and find products on its website and warehouses, respectively. With ASINs, customers can find the exact product they are looking for. This is how vital an ASIN is to both sellers and buyers.

How to Get an ASIN

To get an ASIN, check if it exists in the Amazon catalogue. As a rule, only one ASIN and product detail page per product exists. Otherwise, Amazon will merge them into one.

The easiest way to check is by entering the ASIN in the search box and looking at the Product Information on the product detail page and the URL of the said product, as shown below:

ASIN Amazon

Try at the Add a Product page of your Seller Central account. On the said page, Amazon will ask you to search Amazon's catalogue first. You may create a new product listing if it returns no results.

    Source: Screengrab from

However, if you have a long list of ASINs, using an ASIN lookup tool is better.

What Happens if the ASIN Does Not Exist?

Two scenarios may happen after your search: whether the ASIN exists or not. If you're selling a new product without an ASIN, then you may create your ASIN. This is also applicable to private label sellers and brand owners.

For new ASINs, you need to register your product first in GS1-US to have a GTIN (Global Trade Item Number) like UPC (Universal Product Code) and EAN (European Article Number). Amazon will find these codes when you're making an ASIN.

For existing ASINs, go to the Results table and click the “Sell Yours” button to start offering your product under that listing. You may also ask permission first by clicking on Request Approval. Remember that you will share this listing with other sellers who offer the same product.

Reasons for Amazon ASIN Suspension

Generating an ASIN looks easy, but that 10-digit code can get you into trouble when incorrectly done. Here are the instances that can lead to an Amazon ASIN suspension:

Duplicate ASIN Creation

Alright, what did we tell you? Check first if the ASIN exists. What if it was an honest mistake? Regrettably, Amazon is not lenient to this type of offence. Moreover, it is clearly stated in their ASIN creation policy as illustrated:

ASIN creation policy

ASIN Variation Misuse

Variations in a listing occur when a product comes in different colours, sizes, or other characteristics. This is also called the parent-child relationship. You may get an Amazon ASIN suspension notification for the following reasons:

  • You've added a child variation under a parent product, which is not its true variation. 
  • You've modified the parent's product detail page to remove its children.
  • You've added a multi-pack variation that the manufacturer of the parent product doesn't create.
  • You've listed bundles under the same manufacturer.

Expired Products

You should also check out product expiration dates. Topical and consumable products for humans and animals must have an expiration date stamped on them. If you forget to put an expiration date on your products, Amazon might refuse your inventory at the fulfillment centers or suspend your account. Amazon allows only a specific shelf life duration for products stored in their warehouses.


Ah, the most classic Amazon ASIN suspension reason. Fake or counterfeit products are a major pet peeve in the Amazon marketplace. The online retail giant has a particular page for it. They even have programs like Amazon Brand Registry and Amazon Project Zero to eliminate counterfeiters in the platform.

However, sometimes, it isn't the seller's fault. It could be the manufacturer's wrongdoing because they make fake or knock-off products. Practice your due diligence as a seller in researching and choosing the right supplier.

Safety Concerns

Product safety issues against Amazon were all over the news in 2021. In a Wall Street Journal investigation, thousands of products for sale on Amazon were declared unsafe, mislabeled, and banned by federal regulators and agencies. 

You should be aware that Amazon doesn't tolerate selling products that may cause harm to the customer.

How to Open Amazon Account After Suspension

There is no other way to do this but through an Amazon seller suspension appeal letter. No shortcuts. No warnings.

After receiving the Amazon ASIN suspension notification, you must thoroughly investigate the problem's root cause. You can't just request Amazon to reinstate your ASINs or account immediately. What you should do is redeem yourself and acknowledge your oversight.

Here’s how to write an Amazon seller suspension appeal letter effectively:

  1. Identify the root cause. Amazon won't give away the specifics of your suspension, so it is up to you to find it out.
  2. Own up to your mistakes (even if they are not entirely your fault). In your letter, say that you acknowledge your errors and will resolve them immediately.
  3. Draft the immediate corrective action. What can you do at the moment to rectify the error? How will you appease the customer to keep them happy?
  4. Draft the preventive, corrective action. It is the long-term solution to prevent the root cause from happening again. Remember that it should not sound like mere suggestions. These should be concrete solutions to improving your business practices and abiding by Amazon's rules.
  5. Suppose Amazon asks something from you, like invoices or proof of identification, to provide them with what they want. Or if they instruct you to delete the ASINs or listings in question, do it ASAP.

Amazon Marketing Best Practices for ASINs

Do you want to prevent future listing suspensions? Amazon compliance is the key. From not selling restricted products and minimizing customer and counterfeit complaints to following the tips below, you can say goodbye to receiving an ASIN suspension notice and keep the reinstatement process on the trunk.

Amazon SEO Optimization

Optimizing your listings will not only improve the ranking of your products. It is also a way to check if anyone alters them. Moreover, ensure they are in the correct category and don't have any duplicates.

Register in Amazon Brand Registry

It is an Amazon program to help sellers have control over their listings and ensure the listing's information is correct. Brand Registry also allows you to use Amazon marketing services.

Monitor Customer Reviews

Sometimes the clues are in the negative reviews left by your customers, but only if you've been proactive. Ensure you address them quickly and keep Amazon from finding out first. 

Comply With Amazon’s Invoice Requirements

Never misplace your invoices or receipts! Always ask for them when ordering inventory from your supplier. Each invoice must contain Amazon's requirements, like invoice date, supplier and buyer information, unit description, and quantities. Note that Amazon doesn't accept delivery reports, commercial invoices, purchasing lists, contract documents, or order confirmations.

Don’t Sell Fake Products

You can do this by sourcing your products from reliable suppliers. Sometimes, the manufacturer itself is the cause of the problem. On your part, don't be tempted to offer knock-offs due to the lower price. Always prioritize quality over easy money.

Monitor Your Account Health

As Amazon explains, this page provides your account's compliance with Amazon's performance targets and policies. Make it a habit to monitor this page regularly. Also, keep track of the Seller Performance notifications you receive. It would be better to assign a separate folder to your email, where you can save it for future reference.

Amazon's TOS Strict Compliance

You've agreed to this before signing up, right? Make sure you understand and comply with each policy. Also, follow Amazon news and keep updated on any changes or new rules.

Let Seller Interactive Assist You With Your Amazon Account

Amazon ASIN suspension is a severe violation of Amazon's policies and guidelines. As a seller, you are responsible for knowing the basics of ASINs and their management. Even an accidental ASIN duplication may put your business at risk. 

If you need Amazon account suspension help, don't hesitate to ask trusted Amazon consultants. Save your chance of reinstatement and send only the best Amazon seller suspension appeal letter crafted by an experienced third-party agency. Seller Interactive has a team of expert Amazon consultants willing to help and guide you on how to reopen your Amazon account after suspension. Contact us today.

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